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personality for the brand can also help the brand. Together with the visual brand, the company should display a culture of the company and be authentic towards the product or services that it provides. (Jackson 2017.) The goal is to create an identity for the brand that contains one specific message to the potential customers (Standberry 2017). One concept (Figure 2) that combines those several characteristics, of a unified brand image, is the social media brand voice by Stephanie Schwab (2011). Figure 2: Social Media Brand Voice (Schwab 2011) This model describes ‘who your brand sounds like’. It describes the impression of a brand within four different categories. First the customer type, the character/persona, needs to be defined. A persona describes a person who is the typical customer of the company. The tone describes the way of communication where the company shows more of its character. This defines the way the company interacts with the customers. The next part is the language use by the brand. The type of language used defines the brand and not every language type suits every business. Technical jargon is not suitable for every business as well as slang is not appropriate in every case. The last part to consider is the purpose of the brand. It needs to be pointed out what value the customer finally receives. (Schwab 2011.) Those four entities are the basic concepts to consider when creating a brand on social media. Undeniably, there are various other factors to consider but they reassemble around the same goal, a unified and strong brand. Those four concepts of the social media brand voice model build a core concept for online branding. 16PDF Image | Brand-Awareness through Marketing on Instagram
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