Defining your brand voice with Tweets

By Erika Heald
Best practices

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Take a look at your key competitors’ Twitter feeds. If you weren’t reading the Tweets with their handle attached, would you know who'd sent them?

And what about your Twitter feed? Do your Tweets read like they come from your brand? Or are they a somewhat disjointed collection of communications, reflecting the tone of various authors?

It takes a consistent and engaging brand personality to build community engagement on Twitter. That’s why a well-defined brand voice is an important part of your marketing toolkit.

Differentiate yourself from competitors

You may not think of mattress companies as being especially differentiated when it comes to branding, but @Casper's Twitter feed is definitely not like any of its competitors. The brand combines an often sassy attitude with content that focuses on demonstrating the science of sleep.

Target your ideal customer

Fast casual food is a highly competitive market, with hundreds of brands vying for customer's attention. @BlazePizza sets themselves apart by zeroing in on their target millennial customer and cultivating the voice of their hip BFF who keeps it real.

Show your unique point of view

By showing a consistent and unique point of view and voice in your Tweets, you’ll naturally attract followers who connect to your brand on a personal level. This, in turn, leads to higher levels of engagement with your content.

Take @Square, for example. They take on a friendly, helpful tone and act as both cheerleader and mentor for the small businesses that rely on them for transaction processing.

Refine your brand voice through Twitter

Ready to get started on developing a brand voice that lets your unique brand personality shine through?

Start by asking yourself these questions: 

  • Who is your ideal customer? What archetype best describes them? Who isn't an ideal customer, and why? What are the characteristics of your ideal customer, and why do they have an affinity for your brand?
  • What’s your brand’s point-of-view? For example, are you an expert guide, a revolutionary, a poet, or a friend?
  • What three words embody your brand that can be applied to the way you Tweet to your audience? Are you witty? Playful? 
  • What keywords or phrases that embody your brand should be consistently used in your Tweets? This is more than just your brand's slogan or taglines. What unique vocabulary is part of your brand's personality?
  • How does your brand voice play into your visual brand identity? What unique visual aspects represent your brand and reinforce your voice?

With your ideal brand personality defined, start applying it to your Tweets. See what resonates with your audience — both in voice and content type —and refine from there. You'll soon define a brand voice on Twitter that helps you stand out from the crowd.

For more tips on building your brand on Twitter, follow us @TwitterBusiness.

Additional reading:

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