Earlier, businesses focused on print media, newsletters, and broadcast ads for promoting and marketing their brand. However, with the increasing trend of digital marketing, companies now have another way of connecting with their customers. Still, many companies struggle to market their products and services successfully. For instance, as a business, how do you know if you are using the proper tone in your email marketing to match your brand’s voice? In addition, how will you make sure that the customers recognize the brand when they see it on social media?
A brand is more than just a logo, cover photo, or set of colors. A business becomes a recognizable brand based on how you make your customers feel and the consistent approach to interact with them. Read this article to learn how to promote your brand on social media to maintain your brand’s image consistency.
Know the Basics
You should have a consistent color palette, logo, handle, bio, and boilerplate as a brand. Many companies change their brand styling between different social media handles as per the needs of a specific audience. Whatever method you use, keep in mind to have a profile with a common visual thread that people will associate with your brand. Once you are thorough with the basic branding strategies of your social profiles, you need to update them regularly. For instance, you need to do a minimum of a single post per week. Your posts on social media are a way to engage with the audience. Thus, it would help if you used branding basics to your advantage. Undoubtedly, branding is one of the most important social media goals & creating a strong brand presence & reputation takes time, so you need to schedule your post and be consistent with the posts.
● Do a social media audit – evaluating and optimizing the social media accounts across various platforms.
● Make sure that banners, bios, logos, posting cadence, and handles align perfectly with your brand guidelines.
● Ensure that you are posting consistently and the content aligns with the look and feel of the company you have built.
After knowing the basics of branding, it is time to have consistent visuals across all the network accounts. It means ensuring that the color combination and fonts used in the images are consistent throughout all the accounts. For example, when a person visits your Instagram page, does the pop of colors appeal to them? When a video is published, are the overlay text fonts similar to the one you use as your blog’s feature image? With consistent posts, the customers will soon recognize when a post is from you without even looking at your brand’s social media logo or handle. This type of branding is the ultimate goal of social media branding efforts and can be easily achieved with the help of a social media video maker and other such apps. For instance, through the InVideo app, you can create several videos for your social media account. The app has more than 4000 ready-to-use templates that will help you create stunning video content from scratch.
● Write out all visual brand guides with fonts, their uses, and their color palette.
● Create similar graphic templates for all sorts of social media posts.
● Create videos and photos by keeping the brand’s aesthetic and color in mind. All the posts should correlate with each other.
Create Marketing Personas
Depending on your social media audiences, your marketing personas will vary. For instance, your Facebook marketing technique will be different from what you post on TikTok. However, if you would like to post the same content on all the social media platforms, it won’t resonate similarly across audiences. Therefore, it is recommended to create multiple personas for all your digital marketing efforts. First, categorize your target customers by looking at the customer base on all social media accounts. For example, you could target millennials using Twitter, while Instagram could focus on small business owners. Creating personas per network helps you narrow down the content ideas and adjust your voice depending on the platform. Next, you can create videos using the online video editing tools. There are web-based social media video makers that are accessible on both Windows, Linux, Mac, and ChromeOS. These online video editing tools are straightforward to use, have an intuitive UI, and have plenty of tutorials to guide you in the video editing process.
● Create different marketing personas and assign them to different social media networks.
● Examine different networks’ demographics and interact with the customers if you want to know your audience.
● Create content that matches with the customers.
Establish Brand Voice and Tone
After taking care of the visuals, establishing your brand’s voice through captions and the related copy is vital for branding for social media posts. The social media accounts of companies tend to reflect their personality. It could be quirky or sarcastic, and for others, it could be informative and formal. Extending your brand’s voice through social media and cultivating a specific approach on social platforms is highly recommended. The voice and tone guide includes brand details like persona, personality traits, vocabulary, and company catchphrases. Using short terms like ‘clients’ or ‘customers’ will give consistency in your writing. Create a reference or guide for your social media team to keep them aligned and focused.
● Use social media listening to validate some of your writing styles and develop your voice and tone guide.
● Audit the social media posts to see if you can make improvements in the voice and tone.
● Educate the team by sharing the social media guide with them.
Create Multiple Accounts
If you have a large-scale company with diverse products, it is best to have multiple accounts. For example, you could have different accounts per location, a separate account for marketing and customer service, a department-specific account, and a universal account that portrays the brand as a whole. The advantage of having multiple accounts is that it allows you to be hyper-focused towards your branding by serving relevant content to the appropriate audience. Creating different accounts per product helps you focus on that particular customer segment.
● Look at your products, and see where you would like to divert your focus.
● Ensure consistency across all of your accounts by repeating the branding steps.
Undoubtedly, branding is no longer limited to just colors and logos. Thus, increasing your brand awareness across social media accounts is a common goal. In addition, improvising your branding techniques by focusing on your target audience makes it more qualitative.