You’ve probably heard it before: branding is everything. Your brand identity is how your customers recognize and remember you, affecting everything from your credibility to your market share to your word of mouth. But thankfully, you don’t have to hire a massive ad agency to help you manage your branding. You have just as strong of a branding tool right in your pocket: social media.
Social media offers you unprecedented control over your brand identity by giving you a direct line to your audience of potential and current customers. That’s why, as a small business, it’s essential to take advantage of this powerful tool to establish your brand identity.
In this article, we’ll give you all the information you’ll need and a handful of easy, actionable tips so you can develop and strengthen your brand identity on social.
Let’s dive in.
Your brand identity is the collection of the various elements your business uses to convey an idea of who you are, what you stand for, and what makes you stand out from the crowd.
Brand identity involves several elements, including:
All these elements create a general impression and reputation that people will associate with your brand.
The truth is that you can ignore branding entirely, and you’ll still have a brand identity. It might not align with how you want people to view your brand. That’s why it’s so important to be mindful of branding and put in a proactive effort to build a brand identity that reflects how you want to be seen and who you believe yourself to be. If you do an excellent job of it, you can expect many essential benefits, such as:
Now that you know all the advantages of having a strong and consistent brand identity, here are some suggestions for using social media to establish yours.
You can’t present a consistent brand identity on social media if you don’t have an unmistakable idea of what that brand identity is. So as a first step, create a document outlining your brand identity. This will include your logo, fonts, colors, tone of voice, and so on. Make this document available to all your employees – especially those involved with marketing – so they can use it as a guide when creating social media content.
Here are some examples of brand identity guideline documents to inspire you:
An essential tip for establishing brand identity on social media is to always include your logo in everything you post. This way, anybody looking at your content – even if it is reposted by somebody else in a different location – will know that it came from you. And by showing your followers your logo again and again, you’ll help them to remember it – and your business.
Promo tip: Promo’s video maker makes it easy to include your business’s logo in all your social media videos by allowing you to quickly upload it and drag and drop it into the place you want it to appear on your video.
When it comes to branding, consistency is everything. In fact, consistently presenting your brand can increase your revenue by 33 percent! That’s why it’s essential to create a regular social media posting schedule to ensure you’re regularly getting your brand in front of your audience’s eyes.
Promo tip: A content calendar is an invaluable tool in the effort to post consistently on social media, helping you keep track of past, current, and future content to make sure you’re hitting your posting goals and keeping your accounts fresh with relevant, timely content. Use Promo’s social media calendar for all your content needs, 365 days of the year!
As the most popular type of online content, social videos can significantly help your brand reach more people.
When it comes to video content, consistent branding requires following these best practices:
To make it easier for yourself to make and post content with the same branding, consider creating templates for your social media accounts. You can make templates for every element of your social media content, including:
Templates will save you significant time, making it easier to post more content on social media. They will also ensure that you never slip up and accidentally forget to include your logo or use the wrong font.
Promo tip: You can create a video in Promo’s video maker to use as a master template that you can duplicate for consistent branding in your social media videos. From the master template, you can easily change whatever elements you want for each new video, such as text, aspect ratio, footage, and more.
Hashtags are a great way to participate in conversations on social media, but you can also use them to start your own discussions! If you haven’t already, consider creating one or more branded hashtags for your business. These can be as simple as #YourBusinessName or, more specifically, referencing a specific social media campaign or event. For example, if you run a contest on your Instagram where your followers can win a gift card for Hanukkah, you can create the hashtag #YourBusinessNameHanukkahGiveaway.
There are two essential benefits of branded hashtags:
Brand identity is easy to overlook, but once you know how important it is and how to adjust your social media posting habits to optimize for it, you’ll easily benefit from the power of social media for small business branding.
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Daisy Rogozinsky loves to use the written word to educate, entertain, and tell stories. If she's not writing content, she's writing poetry, music, and screenplays.
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