Creating Brand Harmony: How to Speak To Your Audience Across Different Platforms

Using a cohesive voice across all your platforms and channels creates trust in your brand, fosters relationships with your audience, and - most importantly - cuts through the noise of other brands vying for your customer's attention. 

However, keeping your brand consistent with different audiences can be confusing, given all the various ways you connect with customers. Here are a few different ways your customers might find you and how you can communicate with them effectively as they learn about your brand.

Social Media

Love it or hate it, social media is a fantastic tool for introducing potential new customers to your brand and showing current followers why they should engage with you.

Visual platforms like TikTok and Instagram give you space to play and create. Even if your brand voice leans more towards formal or professional, you can speak to your audience with eye-catching visuals. 

LinkedIn is great for marketing to your business to other businesses or professionals, so share facts, statistics, and testimonials. But don’t let this scare you off showing some personality. More and more people are sharing personal stories on LinkedIn to show the human side of their brands. 

Don’t just market your product on social media; sell the experience that buying the product will achieve. 

A consistent posting schedule is important, but make sure to spend time engaging with your audience. Like their posts, reply to their comments, and let them see you as part of their group rather than just a faceless brand. 

What is an excellent call to action for social media?

Use social media to engage directly with your audience. Ask them to comment, save, and share your posts with friends. 

Blog Posts

If a customer is reading your blog, chances are they know what you do or were linked to an article you wrote by another source. Whatever the case, you got them here! 

Now, they want to know what you have to say. As over 60% of blog readers are over the age of 31, you won’t have to have to use the latest slang or meme to keep their attention. Use your blog to educate them on your brand and be the answer to the question they are seeking. Weave a personal or brand story into your content to connect with them and make your message more relatable. 

“How-to” articles or listicles are great ways to engage your blog-reading audience without taking up too much time. Try to keep your articles between 800 and 1000 words and break them up with a video, image, quote, or statistic. This will help build your authority and allow people to breathe after consuming your content.

What is an excellent call to action for my blog?

Remember: this audience is problem-aware. They are looking to you.  for a solution or to help them with a pain they are going through. End your post by linking them to more contentip with them, like another article about a similar subject or a product that you sell that will help them with their problem.

Newsletter content

Don’t waste precious email space introducing yourself or your brand unless you launch a new newsletter. Your audience already knows who you are, so some of the hard work is already done. 

Holding their attention is where the real work begins.

Many companies fall into the trap of sounding too formal in their newsletters because they worry that people won’t take them seriously unless they use language that makes them sound corporate. 

But remember, these people signed up for your newsletter because they already like you! It’s time to use your authentic brand voice to make them feel seen and understood. 

Pull back the curtains of your brand with some behind-the-scenes information, give them a sneak peek of an upcoming event, or share a personal story. Use friendly and inclusive language with short sentences and paragraph breaks. The last thing people want to open is an email with a giant wall of dull text. 

According to Mailchimp, the average email open rate is 34.20%. That means that, out of 100 people on your newsletter list, 34 people open your newsletter. This will vary depending on your industry, so don’t feel guilty if your open rate is less than this. Compete with yourself, not your industry. Focus on improving your open rates based on your last newsletter.

What would you say is an outstanding call to action for my newsletter?

Newsletters should be direct. Sign up, buy now, find out more, whatever! But I only have ONE request. Giving people too many buttons to click can overwhelm them, and they might not act.

Web Content

Your web content is the bread and butter of your brand. It sets the tone for all other platforms and brings your audience to the virtual front doors of your business.

Use your web content to map out your audience’s user journey. The key here is creating a hook that connects your brand with its problem. Show your audience you understand what they are going through, and then show why you are answering!

It’s okay to be playful on your website, but keep things relevant and factual about you and the audience. There is no hyperbole or stretching of the facts. This is where your audience finds out who, what, why, and how. 

Share some testimonials, tell your story, and showcase your fantastic products to show them they are in good hands. 

What is an excellent call to action for my website?

This one entirely depends on your business. People should buy something, learn more, or contact you. Could you create a roadmap of what you want people to do when visiting your website and see which links are most popular? Are they the ones at the top of your page? Or in the middle? Try and see what works!

Reaching Brand Harmony

You don’t need to be on every platform to reach your ideal audience. But ensuring that the platforms you are on (and your website, of course) align with your unique brand voice is vital to earning your audience’s trust. 

So, no, you don’t have to create a meme that has to do with your brand just because you’ve seen another brand do it. However, using the different platforms to speak to other audience sectors can help build trust in your brand.

Whether customers find you on social media, through a forwarded newsletter, or by clicking on a blog post, you need to be able to grab their attention and help them along their journey. 

Here are a few final tips to think about as you speak to your audience:

1. The ages of your audience: This might vary on each platform. Even the different social media platforms have different-aged audiences, so make sure you are effectively catering your content.
2. The stage of awareness of your product: people who click on a blog post on your website might already know who you are, but it still takes time to build that trust. Alternatively, a click on your website could be from a brand-new audience who has yet to learn who you are. Please make things friendly, professional, and focused.
3. Your brand values and mission: ultimately, this is what your brand voice should portray. You can always use a tone and word choice that echoes those and will appeal to your ideal audience, and they will find you.