Six Steps To Incorporate Your Branding Into Your Social Media Presence
It is becoming widely known that social media is now one of the best ways that brands can reach potential customers. No doubt, this can be a challenge for you, as it costs time – which could be spent on providing the core offering of your business.
Social Media, however, acts like the shop front for your brand. Your presence can be seen around the world and draw the attention of people who wouldn’t have otherwise been aware of your product or service. We are so lucky in the 21st Century to be living with globalisation and the ability to trade and market ourselves online. This is where your social media branding comes in to play. Just like a physical store, you want your potential customers to easily get a feel for what your business is all about.
You want them to assess your digital presence in a positive way, appreciating your business style and creating a longing to be a part of what you have to offer.
If you’re already an established business, chances are, you have a somewhat established brand personality. That’s a great start! If this isn’t the case, it’s super easy to build your style and work to keep this consistent throughout your daily business activities.
So without further ado, I’m going to run through six things you can do to make your online shopfront as appealing – and in the end, as profit generating – as possible.
1. Choose the right platforms for your brand
First things first, you need to work out where your customers are active and choose the right social media platforms for your brand. Make sure that you don’t spread yourself too thin as it’s better to do two or three platforms well, rather than have a sub-par effort on more platforms. The two most popular platforms for businesses are Facebook and Instagram. Facebook provides great reach and potential to connect with a high volume of people, some of who will likely be interested buyers. Targeting tools for ads can help you narrow down to your exact customer who will be more interested in what you have to offer, therefore making your ad-spend more effective. The platform is visual, favouring videos and images, however, it is common to have a fair amount of text alongside these updates. On the other hand, Instagram is based almost fully on the visual appeal of the images and videos you upload, with captions only providing the necessary information to go with the visuals. Pinterest is similar to Instagram in its focus on visual content, while Twitter use is not as widespread in Australia, making this platform slightly less valuable than Instagram and Facebook. Personally, I’d steer clear of Snapchat for businesses, unless your target audience is in between the ages of 16 and 22.
2. Craft an appealing, informative bio.
Your profile bio is the first thing people will see when they click on your profile so it is imperative that you nail this! Provide the key information of your business while also establishing your tone of voice (more on this later). Mentioning your industry, address, contact details and hours is the best way lay the initial groundwork with your potential followers. I see too many businesses that don’t utilise this area efficiently, leaving their viewers confused about what the brand offers or how to get in touch. It is also worthwhile including some details about your unique selling point, revealing your mission statement or business values to help identify with your viewers.
3. Your logo is the face of your brand – Use it as much as possible.
Every business needs a logo, it’s as simple as that. Using a logo in your content will create brand recognition and help your community remember who you are. Your logo should be featured not only as your display profile picture, but also in any original content you create. Much like you’d use your logo on your company documents such as invoices and reports, it’s a good idea to place your logo in the corner of your images or at the start or end of your videos. This means that when your content is shared, you’ll gain even further awareness through your recognisable logo – almost like word-of-mouth.
4. Add a splash of colour!
Now, let’s think about the predominant colour of your brand. If you have already set up a website, it is likely you’ll already have two or three colours that stand out on your site. These help portray the vibe of your brand, as each colour has its own deeper meaning. Colours set the mood and help build the tone of your brand. For example, if your colours are predominantly neutral with greys, beige or metallic colours at the forefront, this can establish a feel of luxury and sophistication. Just cast your mind back to year seven art class – red symbolises energy and power while cooler tones like greens and blues are more relaxing and refreshing to the viewer. Once you find your colour scheme, stick to it. This doesn’t mean you’ve got to put a green filter on every single one of your updates, but you can add your brand’s splash of colour here and there, throughout your social media profiles.
4. Establish your tone of voice.
What is your perception of me, based on what I’ve written so far? Am I female or male? Am I young or old? Do I have a friendly or stern personality? All of these aspects of human personality translate directly into your brand personality, whether that’s friendly, authoritative, professional… the list goes on. Your tone of voice is a key way for your customers to understand your brand and decide whether they would, in a way, get along with you.
5. Keep it consistent.
The last but definitely not least step for branding your social media is to keep it consistent. It is important to maintain the other steps in a consistent manner, making sure your logo, colour scheme and tone of voice are used regularly, throughout your business activities. This continuity is what builds a loyal community of followers as they know exactly what to expect when engaging with your brand. Regular updates on social media will keep your brand top of mind for your followers. Consider establishing a routine of posting, whether that’s everyday or only three times a week, depending on your brand content.
I hope these steps will help your social media efforts by implementing your unique and appealing branding, that only you can offer! If you’re having trouble with social media management and would prefer to outsource this work, get in touch with the experts at Crunchy Social for an affordable branding strategy and reliable social media management.