If I presented a graphic to you of a black checkmark with the words “Just Do It” written below, what would be the first thing to pop into your head? I hope it would be Nike! How about a double arch sitting atop the words “I’m Lovin’ It”? You’d better be getting a craving for some McDonald’s fries. You don’t win a prize for guessing these popular brands correctly, but you DO get a lesson in social media branding.
Just as your personal social media profiles are outlets for you to express who you are and what you stand for, social media profiles for business are an outlet for you to express what your company is all about. One of the easiest ways to allow customers to relate to you is to build an online brand: Logos, phrases and designs that make it easy for consumers to identify your business. Here are a few tips for building your brand:
1. Be consistent. You can’t expect customers to understand what kind of business you are if you don’t understand yourself. It’s very important to be consistent, both with your values and with how your brand looks visually. If you make a photo of your store front your page’s profile picture, it will be easier for customers to find you on Twitter if you use the same photo as your Twitter avatar. Be sure to have ONE logo and have ONE slogan which will make your business more identifiable.
2. Decide on your voice. When it comes to building a brand, it’s not just about your look; it’s about your voice, too! Decide whether your posts will be formal or more casual. Everyone has a different vocabulary and style of speaking, so if several people are updating your social media profiles, make sure they are using the same voice. Customers love to get to know who they are working with, and trying to interact with several people who communicate differently can be difficult for them.
3. Consider your audience. If your customers are young and into technology, your brand should be geared toward them. If you cater to an older audience who value tradition and community, your company should have a community-friendly brand. Just as you choose a gift to suit the needs of the receiver, you should tailor your messages to those who will be receiving them.