When managing your social media campaigns, one of the most important things you need to get right is your branding. If you create a brand that resonates with your audience, and you reflect that across all your social media profiles and content, your audience will come to trust you more.
That boost in trust will result in more engagement, more followers, and eventually, more traffic and sales. In this post, I'm going to outline four ways in which you can effectively build your brand presence through your social media posts - and why you should do so.
Here they are:
1. Have a consistent voice
The first thing you to get right is your brand voice. By 'voice' in this context, I mean the messaging you use to represent your brand. This includes the wording and images you create for your social media profiles, the copy you write for your posts and ads, the words in the about/bio section on your page, etc.
You need to write all of these using one distinct voice. The writing style and words you use for one post should match the ones you use for other posts on all your social media channels.
Do you want to be more conservational sounding? More formal? Or perhaps a combination of both?
The important thing is that you choose one style and stick to it throughout your various social media campaigns.
An example of someone who's consistent with her writing style is Mari Smith. If you visit Smith's Facebook Page you'll notice that she writes in a distinct conversational tone, which has become a key part of her personal brand, and sets her apart from her competitors.
2. Brand your visual content with your logo
If you’re regularly sharing visual content on your social media channels, then you’re on the right path - using visual content in your social posts will make a noticeable impact on your engagement metrics.
But creating great visual content is not enough - if you want to ensure you build a stellar brand, you need to also ensure that your visuals are branded with your logo. Adding your logo strengthens your social presence, and can help boost brand awareness, particularly when other users share your content across the web.
Another benefit is that it can help attract backlinks to your site, as others will mention you and link the source (your website) if they embed it on their websites or blog posts.
If you haven’t developed your brand logo as yet, you can easily create one using a tool like TailorBrands. In TailorBrands, all you need to do is to type in your business name and your tagline, choose an industry and the style you prefer, and the app will automatically generate a few logos for you. with the help of AI technology.
Once you pick your favorite, you can customize it by adjusting the composition, shapes, colors and fonts.
I recommend that you create three versions of your logo - one can contain numerous colors while the other two should be basic black and white. This makes your branding task a lot easier, as you'll have more ways to integrate your logo and make sure it always stands out.
You can check out Foundr’s Instagram page for some inspiration on how to use light and dark logos.
3. Be consistent with your visuals’ colors and fonts
Another way to help build your brand presence with images is by sticking to a few distinct colors, and one or two fonts in every image you create. This isn’t an absolute necessity - I've seen businesses build brands even though they use various colors and fonts in every new image. But using the same design pattern, along with the same colors and fonts, will make it easier for people to recognize your business, even if you forget to add your logo. It will also help to establish your brand, and make it more dependable in the user’s eyes.
To find the rightfonts, you can use a tool like Font Joy. To choose colors that go well with your brand, you can use the same colors you've used in your logo. Another option is to use tools like Adobe Color or Color Lovers. Each provides several color palettes you can experiment with.
A good example of a company that understands the importance of branding with colors is Cadbury - if you check out Cadbury UK’s Instagram Page, you'll notice that many of their images and videos are predominantly purple, which aligns with the primary color they use in their logos and chocolate wrappers.
4. Only share content that represents your brand
Another important way to build your brand presence is to stick to a topic, and only create and share content that's relevant to it. This will help you attract the right type of fans and build better relationships with them.
An example of a company that understands the relationship between sharing content and branding is Chobani.
They might be a yogurt company, but the content they share isn’t just about yogurt - it’s everything revolving around health and fitness, from food to exercise. That’s the branding concept they want to project. To prove the efficiency of this strategy, just look at how it helped them build an engaging fan base on Pinterest.
These are four simple, essential ways in which you can effectively brand your social media posts. They might take some work to implement, but they represent important steps that every business needs to take in order to convey legitimacy and professionalism, and to build connection with their fan base.