Regardless of who Tweets, Comments, Posts, or Captions your bank’s content, everything must have the same voice and tone.
So, how do we figure out what that voice should sound like?
Understand Your Audience
Who is your audience and what do they look like? Understanding who they are and what they want from you, will help you understand what your bank should sound like.
For example, your bank and a skateboard company aren’t going to sound the same. At least we hope not. We can’t imagine Jill Castilla walking around talking about skate shoes and coining the term bro. However, we can see her with a huge smile talking about the fun she had at her latest event. Their audiences are different and therefore their voices will sound different as well.
Answer Questions About The Emotions Behind Your Bank
How do you want your bank to make people feel? What do you want people to do when they come into contact with your bank? What do you dislike about how other banks sound? How do you feel when you interact with clients and bank customers?
Once you begin to understand these feelings you will see your bank’s voice begin to take shape. A lot of the time, it will be based off of your own personality. Because of this, be sure to ask yourself if your answers to those questions are witty, authoritative, scholarly, or casual. Understanding what “feel” your answers have, will get you one step closer to understanding the tone of your bank’s voice.
Research Another Brand’s Voice That You Love
Perhaps when creating your voice, you find others that have a tone you love. Research them. Find out who they interact with. See if the interactions and tone of voice are well received. This will give you a clear idea as to whether or not this tone of voice might work for you.
For example, in your research, your bank might find that they love the way Umpqua Bank sounds. Go forward by monitoring their social media interactions to see what kind of conversations stem from the content they create. Get inspiration from them. If you’re a community bank in Florida, you aren’t competing for business with Umpqua Bank, but you may have similar customers who like to interact in the same way. So why not try it?
Create Some Boundaries
Sometimes when creating a personality or voice for your bank, it can get out of hand. (Same goes for any other brand.) While you may want to sound humorous, not every situation needs a joke or pun. With that, taking a joke too far can be deemed inappropriate. On the other hand, sounding too serious and cold creates an invisible gap between your bank and your customers. It stifles the growth of the relationship you are trying to build.
To help control the extremes in your voice, create “x but not y” statements. For example, “I want my banks to sound friendly, but not informal.” “I want my bank to attract new and younger clients, so I want to sound young – but not immature.” “I want to make my products sound simple, but not dumbed down.” These statements allow you to see where to draw the line, and better sculpt the voice your listeners will pay attention to.
Once you begin to figure out your bank’s voice, the most important next step is to remain consistent on all channels. Whether you are interacting on Facebook, Twitter, Instagram, or inside your branch, your customers should have the same feeling when they walk away from each interaction.
Disconnect in your voice results in distrust with your customer.
How? Imagine if you were to have a fun exchange on social media with a representative from your bank. The next day, you walk into one of the branches only to be briefly acknowledged. The interaction in-house was strictly business related, and the personality you so loved during that social media conversation is lacking. You might think to yourself, “Wait a minute, am I in the right place? Who are they?”