section 4 - personaility
What are the characteristics traits that define who you want to be for fans?
Mysterious? Confident? Serious? Fun?
Also, what are the core values your brand stands for? What is your tone of voice on social media? Do you want to come off as witty or wise? These characteristics make up your brand personality and values – the way your brand behaves, speaks, and engages with the outside world. The personality with which you express your core values will help you better connect emotionally with your audience and distinguish your brand from others in your niche.
Social Media Examples
50 Cent (@50Cent) does this well on social media. When you read his tweets and Instagram posts there is always a sense of humor with a brand voice that can be defined as “Petty. Bully. Troll.” and 50 Cent has been consistent with that for years.
Wendy’s (@Wendys) is a fast food restaurant that was able to bring so much personality to its voice on social media that people follow their Twitter just to see what they will say next. They call it “Challenging-Charm”. If you don’t know what I’m talking about, I’ll just leave you these two articles here. The second is a must-read for insight on defining an executing a brand voice.
Another example is an artist by the name of Pretty Boy. At the time I’m writing this, he is by no means a “big” artist, but he has one of the strongest and unique personalities I’ve seen on an artist’s social media account. So much so, that with only 20k followers on Instagram, music legend Teddy Riley, came across his account and wanted to meet him in person. As a matter of fact after they met and Teddy Riley saw Pretty Boy was genuinely a real-life version of his social media personality, Riley decided to work seriously with Pretty Boy. Here’s his Instagram. (@IamPrettyBoyBaby)
I pointed out these particular profiles to show the range of possibilities you can project through your social media voice. Of course, there are also many trends are copying right now. For example, 6ix9ine has an extremely viral social media voice that has extended into greater pop culture and A LOT of artists are doing watered-down versions of his over-the-top troll approach. They will get some attention but after a while fans will lose interest and they’ll be limited from greater success - especially with subpar music.
Keep in mind, that social media is far from the only way to display your personality and values. You can show them in your music videos, album covers and whatever else you do. However a voice that shines on social media is a sign of a well-refined voice and personality.