Branding in the New Age of Social Media: Tips to Stand Out
“A customer’s perspective is your reality.”
That is exactly why branding has become an increasingly important aspect for businesses. Branding no longer refers to what the business has to offer or how big an authority they are in a market, it is represented by the customer experience.
It is an accumulation of customer experiences that define a brand’s name in the industry today and social media is the platform.
Branding in the new age of social media
With just about every business going digital with what they offer, branding on social media has become a priority to not just reach but also acquire a defined target market.
Think about it.
Whenever you’re looking for a product, you choose to first list down the options available to you and conduct a quick research on what the reputation of the business has been so far — including on their social media platforms.
But there’s no one platform.
As the number of social media platforms increase, it has become vital for businesses to identify where their audience is the most active and then reach out to them as they consume information on that channel.
This calls for a holistic branding strategy on social media that looks at the strengths of each platform and how you can use them to achieve your goals. What’s more is that a brand needs to remain consistent across both online and offline media in terms of their tone, look, feel and of course, content.
Tips for creating the right brand on social media
1. Use social media for storytelling
The only way to boost brand name and loyalty on social media is to get creative with customer engagement. This calls for using storytelling in your marketing strategy to position yourself as an authority in your niche. Sharing your brand’s story, vision and mission makes you a trustworthy figure in your target market. This also calls for a strong and integrated content marketing strategy.
2. Leverage from user generated content
Social media users are sharing thousands of posts every day, but none of them get used for anything other than their own updates. Up your social game and make use of user-generated content to build your brand name. Since it is a more trustworthy format of content, use these pieces to convey your brand’s message in an authentic way — all without sounding salesy.
Take inspiration from Coke’s #ShareACoke campaign that went viral on social channels and created unique pieces of content for them to last months.
3. Get your senior staff involved too
Creating a brand name demands effective customer engagement and there’s no better way than driving it through the community. Get your company’s employees, including senior members, involved on social media to promote your message — it creates thought leadership that 81% of consumers have more confidence on.
For example, Elon Musk is an active part of how Tesla wants to be projected on social media.
4. Focus on creating lasting experiences
Like we said, branding is a lot about the social experiences of a customer. A positive experience can go a long way to promote your brand amongst others and a negative one could drown your reputation in the market. Focus on how you can better the experience of a customer engaging with you on social media. Solving their concerns, thanking them and surprising them often will give your brand the much-needed boost in all the competition out there.
5. Get as personal as possible
To create lasting impressions, you need to personalize your social media branding strategy as much as possible. People no longer respond to broadcast messages, so focus on what they need and what they want to hear. The more you’re able to tailor your branding to add value to them, the more brand loyalty you’re able to create.
6. Set the right tone from the start
While experimentation is the key to success, you need to ensure that a few things remain consistent right from the start — especially how and what you want your brand to come across as. This has a lot to do with the tone you choose to address your audience on a channel. Based on who you’re targeting and what they’re looking for, choose a social media brand voice that is the most consumable.
7. Focus on what your consumers are saying
It is not just about offering a personal consumer experience. Since consumers rely heavily on what their friends and family have to say about a brand, it is important that you focus on what your consumers are saying.
Make use of social media listening tools to get insights into what consumers truly feel about your brand. Use the opportunity and join conversations that negate comments that don’t work in your favor. This will help you create a rapport of being a credible business that focuses on interacting with its customers and enhancing their experience.
If branding has been the top priority for your business lately, take a minute to understand each of the tips mentioned above and they’ll serve as easy-to-follow steps to creating your social media branding strategy.
How important do you think is social media in the branding of a business? Would love to know how you have used the expensive channel to reach out to your target market.
Article originally appeared on Branding on Medium: Link.