social media strategy small business step 4 brand

One of the most overlooked aspect of social media marketing - and yet one of the most important - is to present a unified, standardized and easily recognized brand to the world.

Too often, companies completely skip this crucial step in a haste to get cranking right away on social media, slapping whatever logo and pictures are available on each social network with little care for whether it actually looks pleasing to their intended audience.

With so many social networks to cover, maintaining a consistent brand identity has become a serious challenge that can be overcome with a few simple rules, a couple keywords like ‘authenticity” or “uniqueness”, and some good sense adapted to each social media channel.

Build a strong media identity across social media channels

According to Google’s think-tank, “a brand'€™s identity should be a clear, concise narrative that defines the brand'€™s values and ideals”, reflecting your brand’s “authenticity” as much as possible. That being said, you may wonder how to zip through this chore without scratching your head wasting useful time.

As we’ve seen earlier while segmenting social media channels, each social network requires a specific approach since it speaks to different audiences, plus they also abide by distinctive settings and overall guidelines.

Creating a standardized, familiar and recognizable brand that will help build up customer loyalty is not that hard though, so long as you do things in order with a simple-enough process that will get you all set for the next phase of your social media strategy.

  1. Gather all basic graphic materials pertaining to your brand (logos, brochures, website graphics) in manageable digital formats.

  2. Develop standard sets of branded graphics and colors to use in social media use (big/small/medium logos, images for cover pages, official brand color palettes).

  3. Write a short presentation “about us” text and company slogans/mottos to use on all social media.

  4. Brand each social account with these logos, colors and texts.

  5. If some graphics do not fit whatever requirement in a given social network, create channel-specific graphics.

  6. Find a brand voice adapted to each social channel (e.g. “business-like” on LinkedIn, “casual” on facebook, “funny” on instagram….) and adapt your basic texts/slogans according to those.

  7. Document all these items in our company’s Social Media Brand Guidelines, a basic set of rules for social channels easily understood by all those involved, which you will append whenever necessary.

  8. If you’re catering to various countries with different languages, deploy your basic strategy into specific channels on individual social accounts, following this process as needed.

There are more to brand identity than just text and graphics, as your ultimate goal is to embody your brand within a social media personae that will best get messages across to all and any of your target audiences.

As far as visuals go, you can play with fonts, photo color filters, logo placement, and other graphic elements that will make your social personae as unique as your company. If you need more details, the Social Media Examiner is giving some examples of social media visuals to support your brand.

Anatomy of a Social Brand Voice

While building a visual identity is rather straightforward – especially when specialist take on that task - creating a unique voice for your brand is a whole different story.

As you can see from the graphic below, your social media brand voice consists of four elements: character, tone, language and purpose.

social media strategy brand voice

Character: your social personae should not necessarily resemble your ideal social interlocutor, but rather the one type of people that your ideal social audience would listen most to, and most likely want to interact with.

Language, Tone, and Purpose: as we’ve seen earlier, you should decide on what style is the best fit for each social media channel, and commit to it in your social media guidelines. Then find the adjectives that best describe how you’d like your brand to be presented to the main audience of each social network.

Social Media Audience Key Take-Aways

  • A familiar and recognizable social brand will reinforce brand recognition and customer loyalty.

  • Create sets of branded graphics for each social channel, adapting your visual identity to your target audience.

  • Enforce Social Media Brand Guidelines to avoid mishaps.

  • Define your brand voice for each social channel

  • Always remain human, authentic, and unique.

Social Media Audience Digest



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