Establishing Your Brand Voice in Social Media, Juntae DeLane, Social Fresh Conference 2016

1. Establishing Your
Digital Brand Voice
@JuntaeDeLane
@dbiweb / DigitalBrandingInstitute.com#digitalbranding

2. What You'll learn today
• What Is Digital Branding?
• Framework For Building Your Digital Brand
Voice.
• Digital Brand Voice Action Plan.
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

3. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
Motown

4. Establishing Your Digital Brand Voice
#digitalbranding @dbiweb / DigitalBrandingInstitute.com
Audience
Organization
Offering
Mission
Statement
Vision Culture
Core Values
Demographics Psychographics
Personas
Benefits
Elevator
Pitch
Value
Proposition
Features
BRAND
VOICE

5. The 3 Tenets of Digital Branding
#digitalbranding @dbiweb / DigitalBrandingInstitute.com
Identity Visibility Credibility
How you voice shapes these tenets

6. #digitalbranding @dbiweb / DigitalBrandingInstitute.com

7. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
Creating A
Platinum Sound
(Developing Awesome Digital Brand Voice)

8. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
Digital Brand
Voice
Character
ToneLanguage
Purpose
https://www.socialmediaexplorer.com/content-sections/tools-and-tips/finding-your-brand-voice/

9. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
Step Outside of
Your Voice Box

10. Character: Casual or Inspiring
GOOD: “Break out the biscuits and
celebrate! The Dog Days Sale is
here. What pet products are you
stocking up on?”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

11. Character: Casual or Inspiring
GOOD: “Don’t miss the Dog Days
Sale, unless, of course, you don’t
love your dog!”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

12. Tone: Personal or Humble
GOOD: “We love our dogs – which
is why we love the Dog Days Sale.
Get everything you need for your
best friend right here.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

13. Tone: Personal or Humble
BAD: “We have the best sale in the
world! Buy now or miss out.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

14. Language: Simple or Fun
GOOD: “Our Buy One, Get One sale
is the cat’s meow! Stock up now on
our favorite kitty treats, toys and
essentials.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

15. Language: Simple or Fun
BAD: “We have lots of fab stuff for
you and your kitten. Be ITK on our
BOGO sale.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

16. Purpose: Engage or Entertain
GOOD: “Our Breed of the Week is
Wire Terriers. Bring yours in &
we’ll take a pic for our Wall of
Fame. What’s your favorite breed?”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

17. Purpose: Engage or Entertain
BAD: “We think Wire Terriers are
the best. Send us a pic.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

18. Customer Service
“Your response has been noted
and will be responded to by one of
our team members within 2-3
business days”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

19. Customer Service
“This is great, Juntae! Really
practical suggestion for
approaching a complex issue with
kids. We’ll be sure to pass along to
Krista.”
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

20. Character: Friendly & Authoritative
Tone: Direct
Language: Insider & Savvy
Purpose: Educate
#digitalbranding @dbiweb / DigitalBrandingInstitute.com

21. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
Rephrase
Your Content

22. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
Write Your Own Story

23. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
Stop Looking
At Other Brands

24. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
Digital Brand Voice
Action Plan

25. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
R.E.S.P.E.C.T.

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O.P.P.

27. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
OBJECTIVE
Digital Brand Voice Action Plan
PROMISE
PERSONALITY

28. #digitalbranding @dbiweb / DigitalBrandingInstitute.com
Be your own artist, and
always be confident in
what you're doing. If
you're not going to be
confident, you might as
well not be doing it.
- Aretha Franklin