Definition of Branding: “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.”
People gravitate to brands because they identify with those brands. If you don’t give an accurate portrayal of who you are as a business (or product) you will quickly find that you are not attracting the type of clients/customers you are looking for. Entrepreneur says “An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.”
One of the best opportunities to build and showcase your brand is through social media. The challenge is distinguishing your brand from your competition. If you have not yet considered ways in which to properly distinguish your brand from others, here are 9 ways that will help get you going in the right direction.
Choose The Right Networks
Are the social media platforms your using aligning w/ your brand? How can you be sure what social media channels are best for your business.? Read my blog “What social media platforms are best for your business” to learn more.
Keep Your Branding Consistent Between Social Platforms
Are all of your profiles in-line with the other? You want all of your profiles to look like they are owned by the same company in order for your customer to find you and recognize you.
Decide on a color palette:
What is the personality of your business: bold and energetic, calm and stress free, exciting and vibrant, intelligent and serious, goofy and funny? These descriptors can help you determine the variation of colors you will want to use to portray your brand. Color does affect how people react and associate with your business. What colors best match your business personality?
Use the same logo:
You should use the same logo on every social platform. This is the recognizable image associated with your brand.
Filters are fun, but make sure you choose wisely:
Finding a fun filter for you image is always fun. Don’t get too carried away with adding a ton of variety with these. Try and keep your filtering consistent. Choose one or two and stick with them. If you have too much variety it tends to make your brand seem unorganized and inconsistent.
Fonts, Fonts, Fonts:
Keep your fonts consistent when placing wording on your images. Pick no more than 3 and use these all the time. It’s best to find ones that are bold, stand-out and represents the personality of your brand.
Templates work really well to help in keeping the look and feel of your posts consistent. The template would include a standard design, fonts and coloring. For each post, you would just slide in the different images and swap out the wording to match your post goals. A fantastic resource to help set up templates is Canva. In Canva, you can upload your logo, fonts and color palate to help in creating your templates.
Graphics and Image Sizes Need to Make Sense for The Social Platform
Each social platform has an images size recommendation that works best within the platform. In this instance, one size does not fit all. While you can make a square Instagram image also work on Facebook. This is not optimal. Facebook has other size recommendations that will look more visually appealing. Vice versa, you don’t want to use a long horizontal (non-square) image on Instagram. The full image will not show and not give your brand the best representation.
If you are wondering what the correct image sizes are check out Sprout Socials “Always Up-To-Date Guide to Social Media Image Sizes.”
Develop Your Voice
Let’s go back to that thought of what is the personality of your business. This should be reflected in your social media posts. Consider who your audience is and how they want to be spoken to. Your overall tone with images and wording should resonate with your audience but also represent your voice. It’s important to not stray from this. Stay authentic, as your audience will grow to expect your voice.
Complete Your Profiles
Go back through each of your social media profiles and make sure you have completed all of your bio/about areas with accurate information about your company. Treat your bio/about areas like they are an elevator pitch for your company’s mission. This will confirm your messaging is the same across the board.
This cannot be over emphasized. The point of posting regularly is to stay top of mind and social with your customers and audience. If you are inconsistent then you will be forgotten. The other thing to know is that not all of your posts will be seen by all of your audience. There are a lot of other businesses just like yours vying for your customers attention. Staying consistent will better guarantee you will remain competitive and seen by your audience.
About the Author: Shannon Loy (The Social Ginger) is a Social Media Specialist/Consultant who is passionate about helping small business owners with their social media presence. To learn more about what services she offers visit her website at https://www.thesocialginger.com
If you are looking for help in boosting your brand on social media, we have created a “Social Media Booster Kit.” Click Social Media Booster Kit to download this opportunity.