BRANDING
twitter brand personA & voice
BUILDING A SOCIAL IDENTITY
THE ASK
Twitter is a platform built around strong voices. And our biggest problem was we didn’t have one. With over 40-50 different writers touching content and numerous teams posting to the channel daily, our voice had become magenta noise. How do we engage our Twitter audience and build a personality-driven handle?
THE IDEA
Developing a brand persona rooted in our values and beliefs. A living document for writers that dictates how we speak and the content we post on Twitter.
What Works. What Doesn’t.
We started by identifying what works on Twitter and what doesn’t. Surprise, surprise it’s not marketing content. The brands that attract the most engagement are the ones willing to take a few risks and prioritize humor, speed or entertainment value over consistency and caution.
A Look in the Mirror
We audited our own Twitter presence, reviewing the content we’ve been posting over the last two years to help determine what our audience engages with and their expectations for us on the channel.
Setting the Bar
Finally, we crafted guidelines that outlined our new personality and how it lives on Twitter. Complete with writing tips, example posts, and do’s and don’ts for the brand.