The question of whether or not social media branding is important for your business is not groundbreaking anymore. The simple answer is, “Yes, it is.” Since the massive success of Facebook, Twitter, and Instagram, companies have shifted their focus from traditional branding to social media.
Social media is a revolutionary tool that is used by businesses to connect to their consumers. Every channel your business has on social media is a means for your audience to see and engage with you. It is for this reason that business branding is critical.
What is Branding?
In the past, the concept of branding can be easily understood as an icon or phrase that identifies a product or a service. For example, the slogan “Got Milk?” is considered one of the most successful branding campaigns ever. It is simple but effective in conveying the message that milk is important. It was the way businesses did branding before.
However, branding is more than just your message. It’s your company’s identity. Seth Godin once defined branding as “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Branding extends to the entirety of the business’ personality, everything from its logo, voice, color schemes, personas, values, mission, and many more.
Branding, if done correctly, is an effective way to raise awareness, engagement, loyalty among your consumers. But due to its complexity now, it has become harder and harder for businesses to establish their brands. With many available platforms, it is more challenging to pinpoint strategies that will work for you.
Key Elements in Social Media Branding
With mobile phones and internet accessibility at an all-time high, social media has become one of the most fundamental marketing and advertising channels today.
It will become more integrated within people’s lives for years to come. As such, it is important for businesses to make sure they’re leveraging social media in a way that’s consistent with their brand.
Social media branding has multiple elements that should be at the forefront.
First, identify your audience. Businesses should be on platforms that are essential and beneficial. Let us say, for instance, you are a video surveillance installation company, ABC Company. ABC Company’s market is comprised of retailers and manufacturers who are looking to install video surveillance systems in their facilities. ABC Co. is trying to build its social media presence. The question now is, do you need to be everywhere? No. As a B2B business, only certain platforms are worth investing in. You don’t need to be on Twitter or Pinterest to define your brand. Instead, you should focus on building your brand on Facebook or Instagram. Stay on platforms where your target audience can see you. Know your market and be where they are.
Second, consistency is key. When you set up social media platforms, certain items need to be addressed first. Things, such as the logo, slogan, visuals, should be set right away. One key point that you should remember is to be consistent across all platforms. Your Instagram account should have the same feel as your Facebook account. Establishing a specific look will let your audience identify you faster and easier. For instance, Glossier is known for the millennial pink minimalist aesthetic. Immediately, a connection is made between a post and the audience every time they see this aesthetic. The audience recognizes the brand, even just by looking at the colors.
Third, know your tone. Since social media branding extends beyond the visuals, the way you engage and tell your story with your audience is also critical. Defining early on the tone by which you communicate on social media helps in establishing your brand. You should never confuse your audience by sounding so serious in your ads, then sounding so cheeky in your engagement channels. Know the language of your audience and communicate that way.
Social media has redefined the way businesses do branding. Branding in social media is a holistic approach. Relevance is not measured anymore by just being present and visible. The true measure of success is when your target audience becomes aware of you, engages with you, and eventually becomes loyal to you. This process will not be feasible if you fail to recognize the role of social media in business branding.
With millions of businesses competing for their relevance online, having experts to guide you on your branding journey is paramount. Let LOJO Marketing be your partner today.