Building a memorable brand is a critical part of a business’s success on social media.
Social media management can help you accomplish a wide range of goals, from increasing your customer base to increasing your sales, but one of the biggest reasons to take advantage of social media is to build more recognition in your brand. In order to do that, though, your brand needs to be memorable.
Building a brand is difficult enough as it is, but building a brand that’s actually memorable is a whole other story. Here are a few things you can do to get it right.
5 Tips for Building a Memorable Brand on Social Media
#1. Identify your audience.
There’s no pleasing everyone, and there’s no point in trying. If you do, you’ll end up tying yourself in knots and making your social media management strategy a lot more complicated than it has to be. Furthermore, it won’t be effective.
If you’re looking to get the biggest return on your investment in both time and money on social media, you need to speak directly to the people you can please. Those are the people who will get the most out of hearing what you have to say. They’ll be the ones most likely to interact with and share your content on social media, and the ones most likely to take advantage of offers and deals on social media.
You should think about your audience in everything you do on social media and across all platforms.
#2. Figure out what your niche is.
There’s no denying that there are a lot of brands on social media trying to make a name for themselves, and the ones that are truly successful are the ones that figure out how to stand apart from the crowd. It’s not enough to specialize in human resources or advertising. You need to find your niche within your industry.
The more specific you get with your brand on social media, the more narrow your target audience will be. However, the loss in volume is well worth the trade for more specificity, because relevance is the bottom line with any marketing strategy, including on social media.
- Here are a few questions to help you identify what your niche is: If you asked your customers, what would they say they you’re best at?
- Why do your customers choose you over your competition?
- What are you interested in/passionate about?
- Will this be something you’re still interested in/passionate about in a year from now?
- What do you find yourself reading about and studying the most online?
- What new can you bring to the existing conversation?
#3. Find your tone and voice.
Voice and tone are often conflated, but the truth is that they’re two very different things.
Voice refers to the style quirks that make your social brand unique, such as the specific words you do and do not use, common turns of phrase you use, the way you structure your message, etc. Voice is all of the little things that make your voice memorable and unique.
Tone is even more subtle than voice and it refers to the feelings underlying each sentence. Compare the following sentences:
- Talk to you later.
- Talk to you later!
Though these sentences contain the exact same words, the first sounds annoyed and inconvenienced, while the second one sounds excited and willing — all because of one little punctuation choice.
#4. Keep it consistent.
Consistency is one of the most important aspects of any brand-building strategy on social media. When you establish a consistent brand, you’re also establishing a familiar brand that’s easily recognizable by your audience. With this familiarity also comes trust.
Keep everything consistent across social media, including imagery and colors you use, the tone and voice you use, and the type of content you post. Your profile picture, name, and headline should all be the same across every social profile you’re listed on.
One of the best things you can do to stay consistent across multiple social media channels is to establish a style guide. This should include everything from the colors and fonts you use to the filters you choose and your tone. Every time you set out to create new content, consult your style guide to make sure it’s consistent with your established brand.
#5. Combine your brand on social with the in-store experience you provide.
Your social media brand is not an island. It should be an honest, authentic representation of what you have to offer your customers in-person. If you’re an accounting firm that’s strictly business and gets straight to the point, having a bubbly, humorous brand on social media can be misleading.
You want your social media brand to be a reflection of your services or products, as well as the customer experience you offer. One of the best ways to do this is by combining the two to make a more cohesive overall strategy. One example of a brand that’s done this well is Nordstrom.
Nordstrom has found a lot of success on Pinterest, with a large number of loyal followers. Nordstrom’s strategy revolves around identifying the products most frequently pinned by its followers and displaying those products in a way that makes them easy to find in physical stores.
Social media management is something that every small business needs to utilize these days, but it takes time, consistency, and knowledge in order to get it right. If you’re looking for a social media manager who can help, look no further than Marketing 360®. Learn more today!