Brand building (branding) through social media is increasingly becoming a common term in the marketing world.
With global internet users accounting for over half of the world’s population, brand building on social media platforms is rapidly picking up pace, making marketers shift their focus towards making it a vital part of their marketing strategy.
Brand building is the process of establishing and promoting your brand. It is an identity for your business that customers remember and a story they relate to.
However, brand building goes beyond a trademark or logo. It is a fully-fledged concept with several key components contributing to the formation of a successful brand-building strategy. Each component plays a vital role in its success or failure.
The key to creating a strong brand is to make a strong mark in your customer’s minds.
These two factors (Brand Identity & Brand Image) must be as aligned as possible, and the best way to do so is to ensure that your brand identity reaches a larger audience.
To reach a larger audience, you need to ensure sharing of high-quality content that aligns and represents the brand while keeping in line with the brand’s visual appearance.
Another aspect that speaks to your audience about your business is Brand Culture. It comprises the core values and stances that your business has. It may be in terms of ethics or other external causes that the business chooses to support.
Finally, we come to the element of Brand Personality. This refers to the personal note and bonding you bring into your brand.
Start by building a vision for your company then, construct a visual synergy that captures your audience. Identify colour palettes, logos, icons & fonts that best connects to your industry. Ensure that these will be the base of your visual image throughout all channels and platforms.
Then, you may identify your brand culture & brand personality. This will help to build content both visual and text, that can be used to promote your brand.
People connect with brands that they feel are personal, brands that understand their needs.
By understanding your audience and their personas you can choose emotions that need to be tapped, tones, images, language styles that best speak to them.
Once you are thorough with these steps you will have a strong visual synergy that you can use consistently throughout your branding campaigns.
Creating the best brand identity will be of no use if it does not reach its targeted audience. Therefore, creating awareness and appearing on the right platforms at the right time is most important.
Recent data points out that launching brand-building and marketing campaigns in the digital space will enable brands to capture a larger yet targeted audience and yield better outcomes than traditional methods.
With the rapid increase in Social Media users, social media platforms have become the go-to medium for branding.
Social media enables brands to strengthen and maintain their visual synergy by publishing similar yet customized content across multiple social media platforms.
A variety of tools enable monitoring the success of the campaigns and identify best practices and methods that work best.
Ability to promote and build your brand with minimum resources.
Most popular social networks worldwide as of April 2021, ranked by number of active users (in millions)
Building your brand image is a crucial part of any marketing strategy and may not be achievable overnight.
It goes beyond a mere logo, a tagline, or great content.
You need to understand your business and the personas of your target audiences.
It requires the careful construction of a powerful digital synergy and the use of suitable forms of content posted through multiple platforms to reach a wider audience.
With cost-effective methods, multiple platforms, and the rapidly increasing number of users, make social media branding the most effective strategy for all types of businesses.
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