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Social Digital Series: Voice

December 16, 2015

In today’s post in our continuing social digital blog series, we discuss the process of creating a voice for your brand and social posts. Be sure to check back often so that you don’t miss any of our great tips for improving your social media effectiveness. 


Tone of voice is not what you say, but how you say it. This encompasses not only the words you choose, but their order, rhythm and pace. Rather confusingly, when seen in the world of business and marketing, the phrase ‘tone of voice’ refers to written – rather than spoken – words. A company’s tone of voice will inform all of its written copy, including its website, social media messages, emails and packaging.

It’s an expression behind the brand, sets you apart from the rest, builds trust and can be used to influence and persuade.

Do not be afraid to narrow your niche and have a very specific idea of your ideal client in mind. This is a mistake that SO MANY businesses make.The more you can relate to your readers the more likely they will stick around. 


Things to Consider

Informal vs formal, technical language, colloquialisms and slang, swearing, customers language, pronoun choice and order, grammar, context and convention, brandisfaction, humour, stroytelling and governance.

What keywords describe your own voice? Cheeky, supportive, friendly?


Focus on Your Ideal Client and Post intentionally

Everything you generate for your blog and business should be designed for your ideal client. Keep in mind your mission statement and core values, always. If you are in a service industry that means that you are not here to just post pretty pictures, you are here to fill a need for your client. In order to be able to fill that need, you must tap into their mind set. Before posting, assess your content. Is it in line with your brand and voice? Does it serve your readers? 


Be Authentic, But Also Be Prepared with Stock Photography

Have a collection carefully curated images stored on your computer. Images used on social media should represent your brand image and create cohesive brand aesthetic. Try to collect and use these images ethically. Can you credit the creator? Do you have permission or licence to use these images? 


Consider creating a tone of voice guide. Use this informative guide via slideshare.

 Refer to this in-depth article for further details on the development of voice. 




Expert Insight

We asked some top social media experts to share their tips on how to establish the right social media voice and here’s what they had to say:

“Food and social media are made for each other! Whether you are using beautiful Instagram photos to share your product story from start to finish, or Periscope to give people live behind the scenes looks at production, farms, and promotions, the opportunities are endless.  The key for any entrepreneur is to ensure your social media outreach and engagement efforts are aligned with your goals.  Keep focused, be authentic, and you will succeed.”  

Heather Travis Public Relations Social Media Strategy Blogger
Heather Travis
 | PR professional with a focus on food, agriculture, and lifestyle brands |  @heathertravis 


“First establish your brand identity then build a social marketing strategy that will act as the avenue to show off your authentic and original personality online. Your social marketing will also allow your product to make friends with your customers. By sparking engaging, memorable, and brand-driven conversations, you open up the opportunity to market your business with consumers, not at them.”














 Marian Staresinic | Partner | Branding & Buzzing @mstaresinic

“People want to know they are learning, sharing and creating with other people. That is what Deirdre Breakenridge, top PR Professional and author @dbreakenridge, taught me. My take on this: It is important that in wanting to learn you create links with others. In sharing, it is not not message but rather what do you want your people to understand. And lastly, in creating, bring something simple and original to the table.”


Paule Genest | PGPR | @ypgpr 

“Avoid the glorified press release. Effective use of social media comes down to being human, not to try and push marketing copy.”

Nourish Food Marketing




 Continue reading the Social Digital Series

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