Building a Brand on Social Media

Conversations about building a brand on social media have largely been about consistency and conversion metrics etc. In a previous post, I gave some quick tips on creating unique content and when it comes to branding yourself or your business in general, unique content is the only separating factor. So how can you do this?

Develop a personal brand statement: This is a short, clear statement that defines who you are as a brand and what you stand for (values). Using your own words to define what your business is about is key to helping your people understand your brand. So, while we shouldn’t be afraid of finding examples of what a brand statement looks like; there is absolutely no standard or “PC” way to write one.

Branding Action Items

1. Identify your unique selling point: What sets you apart from others in your industry? What is it that you offer that others don’t? This could be a unique skill, a specific service, or a particular approach to your work.
2. Define your target audience: Who are your ideal customers or clients? What are their needs and desires? Understanding your target audience will help you to tailor your brand statement to speak directly to them. Don’t be afraid to get specific!
3. Outline your brand’s values and mission: What are the core values and beliefs that drive your business? What is the mission of your brand? Your brand statement should reflect these values and mission. You can even reference your “why” and what lead you to start your business and how it contributes to your values & mission.

Create a consistent aesthetic: Your visual branding should also reflect your personality. This includes all the visual elements of your content, right down to your profile picture. Keep it simple: Avoid using too many different elements, as this can make your brand look cluttered and confusing. Instead, focus on a few key elements that truly represent your brand.

Branding Action Items

1. Start by defining the overall look and feel of your brand. Consider the colors, fonts, and imagery that best represent your values and message.
2. Establish visual guidelines: Create a set of visual guidelines that specify the colors, fonts, imagery, and other visual elements that should be used consistently across all your marketing materials.
3. Choose consistent typography & color palette: Select a consistent typography for your brand, including the font styles, sizes, and colors that should be used across all your marketing materials.

Share your story: Emphasis on YOUR! Help “your people” find you, by letting them in. Share your experiences, your successes, and failures. Share what you’ve learned and what you’re passionate about. This will help to build a deeper connection with your audience, builds credibility and trust. The key to sharing your story is also being as transparent as necessary. Be honest about your journey, your process and how you felt along the way. People can relate to that.

Branding Action Items

1. Develop a narrative: Create a compelling narrative that tells the story of your brand. This should include the origins of your business, the challenges you’ve faced, and the successes you’ve achieved.
2. Highlight your values: Share your values and the mission behind your brand, and how they inform the work you do. This will help your audience understand what drives you and what you stand for.
3. Share behind the scenes: BTS content gives your audience a glimpse into the inner workings of your business. This can include photos, videos, and written content that show the people, processes, and experiences that make your brand unique. Keep the camera rolling when you experience losses too. Not only does this empower you, but your audience too. They’ll buy into wanting to see how you get over this hurdle. Don’t be afraid!

Note: Understanding yourself, the reason why you started this journey etc. is the absolute first step. If you have no idea what that looks like, you’ll definitely want to start there. The following links may be helpful:

Be Epic Already

The “C” Factor

Peace to Perfectionism

Indistinct Factors that Contribute to Building Your Brand on Social Media

1. Engage with your audience. This helps to build a sense of community & foster deeper connections with the people that support your brand. Encourage them to share their stories (it helps if you’ve been transparent at some point as well), which further validates how/why your brand is important to them. When you understand who they are, what their needs and interests are, and tailor your content and engagement strategies, it only strengthens their loyalty.
2. Be consistent. Whether it comes to how much or often you post, running ad campaigns, or even how you tell your story, brand consistency is key. As for your visual guidelines, make sure to stick to them consistently across all your marketing materials, including your website, social media, and any other marketing channels you use. Review and adjust: Keep an eye on your brand’s aesthetic and make adjustments as necessary.
3. Use different formats. For example, share your story using different formats such as blog posts, social media stories, videos, podcasts, or live streams. This will help to keep your content engaging and interesting for your audience. Each platforms speaks it’s own language, which requires its own level of attention and engagement.

Of course, the digital world is crowded but there’s room for all of us. Building a brand on social media is one of the easiest ways to get audience “buy in” across multiple platforms. The decisions you make now about your brand can be used as a guide over and over again for other marketing decisions. Consequently, these decisions should inform the content you create, the way you interact with your audience, and the overall direction of your business in general.

Happy Branding!