Social media has changed the way brands market themselves. It’s not enough to have a pretty logo and a catchy slogan anymore; you need to stand out from your competitors.
A successful brand identity in social media involves knowing who you are as a personality, what your product is, and the character of your business or company. Consistency with the content that you post according to these attributes is key to having an engaging social media presence.
Your brand has to be unique, tailored to appeal to your target audience, and authentic so people will take notice of what it is you do or sell. If you’re going to stand out from the crowd, you have to be different in some way. It should be something that resonates with your audience and makes them want more from you. Having a brand identity is a crucial part of building credibility for a business or individual in any field, but it can be especially important when trying to reach an audience on social media. If people don't know what they're going to get when they follow or subscribe to your account, they won't keep coming back—and then they'll forget about you completely! This can be tricky when everything feels like it’s been done before—but don't worry, we're here to help you create an original voice for your brand on social media platforms like Twitter, Facebook and Instagram.
So how do you create a unique brand identity? Let's find out.
Research, then research some more
Google! Bing! Or just plain Google! Do some research on your target customers and your competitors. This will give you a ton of data on what to do and, just as important, what NOT to do. It is easier(and cheaper) to make mistakes on paper than to implement shoddy strategies that may not work.
Use the data to determine your niche. After this process, you should have a clearer idea of who your target customers are and what they want from you. This will help shape your brand identity and give you direction for where to take it next.
Understand your target audience
Crucial to any marketing campaign is understanding your audience. This may sound like a no-brainer, but it's easy to get lost in the day-to-day struggles of running a business and lose sight of this essential step.
Connecting with customers is easy these days, with the smorgasbord of different communication apps available. Some useful tools to engage with your clients are messaging platforms, forums, surveys, and email blasts.
Once you know who you're talking to and what they want from your brand, then it's time for the fun stuff!
Develop a brand voice
Your brand voice is the personality of your business or organization and it should be used not just in all social media messaging, but every time you communicate with your customers.
To strike a chord, you should be consistent in tone and style with your logo(if you have one. If not, ask us how), colors, images and user experience across channels. All of these elements work together to create an overall impression that can be expressed through words.
The voice of your company needs to be authentic and true to who you are as an organization. It also needs to reflect your mission statement, values(some tips here) and culture—and if there’s any doubt about the authenticity of this voice then maybe it’s time for some soul searching!
Determine a tone and image style
The tone and image style of your social media page is the combination of words you use and images you post. It should be consistent across all channels, as well as with your brand's personality, values, etc. You want to be sure that what you're putting out there feels like it has come from the same person (that would be you!).
Find something that is unique to you or your company
It's not a secret that your brand should be unique. And I'm sure you know how important it is to find something that makes your brand stand out from the crowd and make people remember you. But what if you're stuck? What if nothing seems to be special enough or different enough?
In order to create a unique brand identity, you need to look at yourself and find something special about you. It could be anything from your sense of humor or wit, to your way of thinking, or how you analyze things around you. Also consider what makes your company different from its competitors - maybe it's an innovative technology or service that has never been offered before in this particular industry sector; maybe it's the fact that you are offering something at a fair price, or maybe it's because you have a strong sense of ethics and morality. Whatever it is, make sure that your brand identity reflects this and sets you apart from the rest of the crowd.
Images and video
The right image or video can make it easier to engage your audience, but the wrong one can have the opposite effect.
A good image is eye-catching and relevant to your audience. It's also the first impression they'll get of your brand, so it needs to be on-brand and reflect your business values.
You should consider multiple factors when choosing an image:
The look and feel of your brand — Is it modern, classic or somewhere in between?
The message you want to convey — Does this image support that message?
Your audience — Will it resonate with them?
Don't be afraid to show your human side. You are a person with feelings, friends, hobbies and interests. People like seeing that you're not just a company but also an actual person behind it all.
Followers of your brand will connect with you more if they feel they can relate to you on some level. Have fun with your posts—showcase the personal side of what makes your business unique by using photos and videos that highlight this aspect of yourself as well as others in the office who are part of making it happen!
Develop a brand guide
Brand guides are important because they ensure that your brand voice is consistent and professional. They can also help you manage the influx of content from multiple contributors and ensure that your brand remains authentic over time.
A brand guide is a document that details the tone, style, and approach that’s appropriate for your company or organization. It provides a set of rules that help you stay consistent with your brand across all of your marketing channels. It's also a great way to help your team get on the same page and make sure they're not making any mistakes when crafting posts.
Make sure that everyone has access to your brand guide and knows how to use it when creating content. Need help in making one? Drop us a line!
Work at it. Consistently. If you don't start branding your content, you may as well be be a mime on a street corner(no offense to mimes). If you want to start a ruckus, then you gotta stand out! If you walk into a room and no one notices you, did you really even walk in? Rebel against the normal. Be the anomaly. The crazy free spirit that everyone is talking about.