Communicating your brand voice and vision can make your social media accounts stand out and establish your brand as an industry leader. Social media branding is all about consistency and using methods that make sense for your business branding.
A brand is more than a logo or company colors. A brand is all about how you make a customer feel about your product or service. When creating your brand messaging, your goal should be to boost brand awareness, build customer trust, and consistently connect with your target audience.
It’s key to stay consistent across every social media channel and with every customer interaction. Here’s a guide to help you get started.
Start With The Basics
While your brand is more than your logo and colors, you still want to ensure you have a consistent color palette, logo, bio, and social media handles across the board. You can always change your logo styling, but you want to keep the changes to a minimum to allow customers to identify and associate that look with your brand.
Update Your Brand Guidelines
Brand guidelines are the standards you require to represent your brand correctly. For example, you might set a guideline to refrain from stretching or distorting your logo, or you might have a particular font or font size dedicated to your graphics. Brand guidelines serve as a rule book for others to know how to communicate your brand.
Once your brand guidelines are updated, take a look at your social media accounts and make sure you’re following your own guidelines.
Develop Your Marketing Personas
Depending on which channels you are using, your marketing personas will vary. Audiences on Tiktok and Snapchat are different from the audiences on Facebook. That means your messaging will not only need to reflect your brand voice but also speak to the appropriate audience. You are more likely to talk about trendy topics or use slang words on Tiktok than you are on Facebook.
You will need to really dig deep into who your target audience is and which platforms they use. If you are targeting a younger audience, you’ll want to be on Snapchat instead of Facebook. Vice versa if you are trying to reach a more mature audience.
Establish Your Brand Voice And Tone
Once you have your visuals, guidelines, and marketing personas, creating a brand voice and tone should come easier. Consider the audience you are targeting and the personality you want to create to connect with them. That persona will ultimately be our brand voice. Is your business young and playful or young and snarky? Do you call your followers clients or customers? These are small details but make a difference when interacting with your audience.
Establishing a brand voice can also help if multiple people are managing your accounts. They’ll have a guide to reference to keep them on track to create a cohesive voice.
Now it’s time to engage with your audience and foster a community. You’ll want to create a social media strategy that will consist of a content posting calendar or when you plan to post on your social media channels. Your strategy should also consist of when you plan to engage with your followers. In other words, when you plan to respond to comments and direct messages and share photos and videos. Having a plan to engage with your audience will be the bread and butter to building customer trust.
Be patient. It takes time to build and develop business branding. However, if you remain consistent, you will improve your brand voice, tone and increase your brand visibility over time.