Social media has dominated the world in recent years and continued its presence in the field of businesses. A lot of business owners have started utilizing different social media platforms to advertise their products, grow their brand and communicate with their customers. It has now become an integral part of many digital marketing campaigns and has already helped a lot of businesses to flourish in their fields or industries.
While there are many techniques to grow your brand, establishing it with brand building is crucial in every business. It creates awareness for the brand and acts as the visual voice of the company. It presents the unique image of the brand as a whole and what makes it special compared to competitors. It helps a company stand out and establishes brand identity.
Building Your Brand Through Social Media
Social media can play an important role in brand building. The different platforms allow you to build easily your unique personality. But can how you do it? How can you leverage social media to help you build your brand’s unique online personality?
1. Choose The Right Platform For You
When you are just starting with social media, sometimes you get too excited and try to create accounts for all of the social media channels available. While this may work for some, you have to remember that not all social media platforms are created equal.
It is important to know the right platform that works for you and your business. In building your brand’s identity, it is important to start with the platform that will showcase and capture your products or services better. Finding the right platform is crucial as is it also where you can find most of your target audience.
Here are different social media platforms that you choose and use for your brand: –
With only 140 characters you can utilize to post for your brand, Twitter has been the go-to social media platform to effectively create a brand’s voice and persona. Along with Facebook, this has been considered as one of the oldest yet still proves to be effective.
Many businesses are leveraging on this channel to connect to customers, reach a wide audience and be a foundation for your brand identity as it can communicate your brand ethos as well as your brand personality.
A social media powerhouse and the game changer when it comes to social media marketing. This has become a staple to business who wants to grow their brand in social media.
Though it seems to be overused over the years, it still proves its significance by still producing amazing results. You can leverage this medium by taking advantage of its features like live videos, FB groups and messenger to communicate faster with your audience.
Amassing about 2 billions users each month, these video content centered social media platform is the 2nd visited website after its parent Google. As the new era started, it can be noted that videos are one of the most effective tools in digital marketing. If you think your brand will work well with producing video content, you can utilize this platform to help you build your reputation and credibility.
One of the leading social media platforms these days, this is heavily used by brands to promote their brands. It is a powerhouse that works well with eye-catching visuals and curated feed. It has also changed the game for social media when it introduced features like Instagram Stories, IGTV, brand filters and shoppable posts.
A reserved platform but can be effective to grow your network. It has been connecting a lot of B2B and professionals in the world and help establish connections throughout.
A relatively young platform but has taken the world by storm. It has over a billion downloads worldwide and has been growing significantly. It is fun and interactive which were targeting millennials at first but has expanded now to all age group. Even companies like the Washington Post can now be found on this platform.
2. Create Your Brand Persona
Your brand has a distinct personality that you can use to your advantage and can be the basis for your brand’s identity. It is a combination of characteristics or qualities you can attribute to your brand which will let you set apart from everybody and make you stand out among all of the noise in social media platforms.
As people connect with brands that they can relate to and which they use, they consider these brands as an extension of their personality. Creating the right persona for your brand that can resonate with your target consumers will make people believe that you are the right brand for them.
Build your brand persona by identifying your target audience, creating a profile for an “ideal customer”, and finding out and choosing the network where your audience is on. Once you have your persona developed, it is also important to update your social media profiles to seamlessly reflect your persona.
3. Find Your Brand Voice and Tone
After creating your brand persona, you must establish your brand voice and tone. These two usually go hand in hand. Your brand voice is the persona you created described in an adjective while the tone is the subset of your brand’s voice that adds flavor to it.
Your tone of voice embodies your brand’s personality and reflects your values as a company. It should be distinctive and can be easily recognized by your consumers.
While your persona, brand voice and your tone humanize your brand, you must capture the attention of your followers and potential followers on social media. You should note that you have to write your content like how you would talk to your client personally. Find the right adjective that you can associate with your brand.
Though it is important to capture the attention of your customers, you have to drop writing sensational headlines and contents as they can give negative impacts and will lead to people disconnecting from you.
If you have decided to keep several social media channels, be consistent across them all. Make sure your fans and followers get the same persona, voice and tone whenever they visit any of your social media pages.
4. Post Consistently and Frequently
As you try to build your brand in social media, it is important that your target audience can feel your presence. Post regularly to establish your name, build rapport with your audience and establish your brand’s identity.
However it is more than just posting. It is important to know when your audience is active and how many posts you can make in a week so you will not flood your audience timeline. Depending on the social media platform that you use, here are the recommended quantity of posts you can do in a day.
5. Post Quality yet Interactive Content
No matter how many followers you have, if you are not interacting with them, you cannot juice out amazing results from your social media campaigns.
As you build your brand in social media, your target audience should do more than just simply reading your content or watching your video materials. They should be encouraged by your posts to start participating and engaging with your posts.
Sample of interactive social media contents include polls, surveys, short quizzes, contests, promotions, giveaways, short clipped tutorial videos, and live streaming. These samples evoke fun and make your brand memorable to your target audience. This can help you reach to grow wider and boost your post-performance.
6. Collaborate with Influencer
Competition for brands in social media is getting tougher each day and no matter how much you hone your brand’s identity, persona or tone of voice, it can easily get lost in social media noise. To combat this, you need another approach to make your stay afloat and bring a much faster result. It can be done by working with influencers.
Influencers have slowly changed the landscape when it comes to the decision-making process of buyers. A lot of people usually rely on reviews of these so-called influencers before purchasing any product while some are just clearly influenced to try and make a purchase.
Influencers can help you send your message across to your desired audience and help you established your brand. As they have already a loyal base of followers that are specific to their niche, you can be assured that you are tapping the correct audience to know about your brand.
It may take time to build brand identity in social media. It would require a lot of patience from your end but once you can establish your brand, you will be able to reap a long term result. People will have a recall with your brand and it will be easier for your attract people relevant to your sales funnel as they tend to trust you more.
Branding in social media is more than just image and color. It is about creating your awareness for your brand while staying unique and making your customers feel that you are an extension of themselves. Use social media platforms wisely and always keep in mind that your consumers are co-creators of your brand so make sure that their preferences are met.
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