If you have two eyes and a stomach then chances are you’ve heard of Wendy’s. If you have a Twitter account then you may have come across theirs. In an age where brands are veering towards politeness and political correctness, Wendy’s seems to break the trend. Actually, scratch that they threw the trend out and wrote their own.
Not sure what we’re talking about? Take a look at some of the more recent examples:
Who wants a Bread Mac?
— Wendy’s (@Wendys) February 4, 2018
Biggest television audience of the year, eh?
Sounds like the perfect chance to roast some frozen jabronis. 🏈
— Wendy’s (@Wendys) February 1, 2018
Yeah, for one, if we were going to diss another restaurant we’d have more than zero likes and RTs after 13 hours. https://t.co/VUDXEHKqEB
— Wendy’s (@Wendys) September 13, 2017
In fact the fast food chain has become so infamous on Twitter if you google ‘Wendy’s Twitter’ you’re bound to find countless quality posts documented their latest roasts and tweets. Here’s one of our favorites. You may be asking: ok this is all well and good, but what does this have to do with me? That’s a fair question, the point of this post isn’t that you should be edgy on social media. Rather it’s how to find a voice, build a brand, and execute regularly to build a following. While Wendy’s does this in a nontraditional way, their example can pave the way for any other business. So let’s get down to it.
Finding your voice
Let me say this one more time: having a unique voice does not mean being ‘edgy’. What it means is developing a personality that is your own. For example, Wendy’s as a fast food restaurant is fairly generic. They server burgers, fries, and shakes. Good for them, there are at least a dozen similar establishments here in Boston I could pick from. But how they do it is unique. How they do they’re ‘what they do’ is different than MacDonalds, Five Guys, or In n Out. What they do is generic, their ‘why’ is what separates them from the rest.
We’ve touched on the concept of ‘why’ versus ‘what’; the important point is that no one cares about what you do, they care about why you do it. In Wendy’s case, they stand for bringing fast food back to basics. It’s not about factory produced food, it’s about food that you know (or at least think you know) where it comes from. To complement that attitude, their social presence is anything but standard corporate. It’s in stark contrast to the machine-fueled food industry; it’s rough, a bit dirty, unapologetic, and the voice of the everyman.
If you own a business and are not using social media, here are exhibits A, B, and C as to how something as simple as Twitter can define a voice and propel a marketing campaign. Seriously, hats off to Wendy’s for crafting a compelling persona that drives home their point while delighting their followers.
What’s your first step in finding a voice? Really think about your message: what is the essential point you want your followers to walk away with? We’ve written on crafting a blogger persona which can carry over to any social account, your persona should be consistent after all. Knowing your persona is the first step, now it’s about evolving it and building a brand around it.
Building your brand and style
So you’ve started to find your voice. Maybe you’re like Wendy’s and a stark opposer to industrial corporatism. Or maybe like M3 Wealth Advisors you’re against recklessness and greed and stand for the little man. The choice is yours, but that’s only the beginning. It’s time to build a brand off of your persona. A voice is the core of your brand, your brand is your content strategy and approach to outreach that has to tie back to what you stand for.
At Blog Trackr we like to break things down step by step. We’ve shared our branding playbook so as to give away all our ‘secrets’ though here are the cliff notes (seriously though, download it). In building a brand you first want to start off with your mission statement. Jot down your ‘why’. Why are you in business? Aside from revenue what are your goals? What do you want to accomplish? These are tough questions and it’s okay to not have the perfect answers. The important thing is that you’re at least thinking about them.
Next, how do you describe your business? Think about what adjectives or emotions are you trying to evoke in your customers, leads, and prospects. Related to that, give some thought to your buyer personas. Really get involved here, there’s no such thing as too much detail as you want to ensure the brand you are building is one that resonates with the people you are trying to reach.
Once you’ve defined your brand you can start building a strategy to promote it. We’re obviously fans of blogging and social media but it can go beyond that. Video content and podcasts may be better for your target audience, or perhaps Facebook live and Snapchat are where your prospects live. The important thing is to get out there and start furthering your message.
You’ve got the brand, now it’s time to put your money where your mouth is. Or at least, your content. It can be frightening to take that first step, in some ways it may feel like stepping off of a cliff. It’s fine when your brand is all hypothetical, but what about when it’s public facing? When anyone, anywhere, can comment on it or ridicule it?
Seriously, who cares. Sure there will be those that don’t quite fall in line with your brand, but what does it matter? You’re not trying to reach them you’re trying to reach your target market. There are plenty of people who despise Wendy’s (well, maybe that’s a strong word), but there are literally thousands who love their style and willingly follow them. For Wendy’s it works, it doesn’t work for everyone but they don’t need to reach everyone.
You’ve got a brand that stands in contrast to others in your industry, show it off a bit. Feel free to hit us with your best shot on Twitter as well, we can be found at @BlogTrackr, we’d love to see what your brand is like.