With the rise of branding on social media, it’s necessary to establish a clear brand image on the right channels. Otherwise, your brand could get lost in a hectic market. What you post and where you post it says a lot about your brand. Here are five ways to build your brand on social media.
1.Choose the right channels
New social apps pop up all the time. Although it may be tempting to jump on every trending platform, try to choose channels that target your market. And, find platforms that align with your brand image. Besides it being tough and time-consuming to stay active on every channel, not all will support your brand image as effectively.
For example, visual-based businesses like beauty and fashion work well on platforms like Instagram, where you rely on images for conversation. When choosing your platforms, do some research on their demographics to see where your brand will make the most impact.
2. Use consistent visuals
Whenever people see your posts, you want them to recognize your brand instantly. So, all of your social media communications need to reflect your brand’s identity. Ensure that your profiles have standard features that people easily identify with your brand. For instance, use a consistent logo, bio, color palette, design, and handle. These elements should also correspond with your branding outside of social media. As well, make sure you post on a regular schedule, and that your content matches with the look and style of the brand you’ve established.
3. Develop your voice
Building a brand voice on social platforms helps distinguish you from every other brand. If you already have a voice developed on other marketing channels, extend it to social media. And don’t be afraid to have some personality—you want a distinct voice among the sea of posts. If you have several people running your accounts, it’s helpful to have a guide to keep everyone aligned. This way, your voice feels united rather than fragmented. Include details like brand personality, company slogans, and language. For instance, do you use slang, or do you want to keep your tone more professional? You can use what you know about your audience from social media analytics to verify your writing style choices.
4. Keep communication flowing
Deliver an exceptional brand image through frequent communication with your followers. It will boost your reputation online. You should also track reviews of your company on social media. Try to answer clients’ questions: you can answer through messages, comments, and live chat on some platforms. Respond to comments that further industry dialogue and support your brand image. As well, make sure to stay human and personal while communicating with customers. Use humor and first names when it’s appropriate. You don’t want people to feel like they are talking to a robot.
5. Share useful & engaging content
Your content should provide value to your followers. When preparing content for social media, make sure it’s useful and exciting. Content should be consistent—without being identical—across all platforms. And make sure it aligns with your voice, visuals, and is appropriate to the platform you post it on. For example, it’s likely not suitable to post the style of video you’d share on Snapchat or TikTok to LinkedIn. Keep in mind, if you post viral videos, outdated images, and recycled quotes, your audience is likely to scroll right by.
A brand has the power to build bonds with its customers: create connections through all the points of contact people have with your brand, including your social media presence. In the end, what you put on social media is your brand.