Its most popular exchange involves an internet troll named Thuggy-D who doesn’t know what a refrigerator is and a brilliant, snarky comeback from the Wendy’s account.
Talk about a strategic brand voice. This interaction, along with Wendy’s many, many other Twitter roasts, has established the fast food giant as a presence to be reckoned with.
Wendy’s target demographic has never been a stodgy, high-class investment banker. They strategically target millennials and young professionals by working to position themselves as the hippest place to grab lunch. Besides gaining traction in the media, Wendy’s is providing an excellent example of how to speak to their customer.
Wendy’s brand voice and edgy humor resonates because it is tailored to their target audience’s values. While younger generations love Wendy’s brand voice, baby boomers might not feel the same way.
By adopting a voice similar to its target audience Wendy’s is doing a great job of talking ing directly to its customers and positioning itself as a thought leader among the internet’s humorous content creators.
Wendy’s brand voice (and its social media presence) wasn’t built overnight. Strong brand voice is part of any initial business strategy. It’s based off the identification of the brand’s target audience and what the audience finds valuable.
Once it’s incorporated as part of the brand’s messaging, it should naturally trickle into a company’s social media. When your messaging resonates with your target demographic in just the right way, you attract your perfect customer.
In order to carry out a brand voice that values what your target audience values, you first need a social media manager who shares those same values. Wendy’s social media manager, Amy Brown, was only offered the job after Wendy’s hiring managers monitored her personal twitter and discovered she embodied the exact voice they were looking for.
By hiring a member of their target audience to speak to her peers, they made their brand voice natural and not forced – which is especially important when you consider millennials’ natural distrust of advertising.
The more ideal customers you can speak to directly, the better your company performs. This doesn’t just apply to corporate giants, either. Your business needs to identify its target audience and craft a strong voice designed to speak directly to your customers. Then, you need to find a manager adept at executing that voice.
The better you do at crafting a voice, the more your audience will be attracted to your brand and the more high-quality leads you will generate.
But remember, while Wendy’s has found success in its snark, your childcare business or pet store might not appreciate this angle. Keep your voice within the realm of your brand.
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