Perhaps the easiest way to understand branding is this: it’s who you are, rather than what you do as a company. In other words, it delves deeply into exactly what makes you, YOU!
While there are many businesses in this world, very few of them are brands. To become a brand, you must develop both a recognizable (and unique) voice and image. A few examples of outstanding brands include Coca-Cola, Chobani, Frooti, Sales force and Dropbox. Take a look at their social media pages and you’ll easily see why.
Want to develop a superb brand of your own? You’ll need these two elements:
People crave consistency because it provides them with the comfortable feeling of knowing what to expect next. Thus, the job of your branding is to create familiarity and credibility with your target customer base. The way to achieve this is by maintaining a consistent look and feel throughout ALL of your visual content. When your Twitter profile and your Facebook page don’t share some commonality, it confuses your customer, and creates a disconnect from your brand.
Your visual branding should focus on the following:
- Color Palette: This could be one color, a lack of color or a few shades of color.
- Profile Photo: Use the same logo, avatar or other visual representation of your brand across all platforms. You can also get a little creative by having your avatar wear different expressions, clothing, etc.
- Photo Filters: This mainly applies to Instagram. With so many filters to choose from, it can be challenging to create uniformity. The trick is to pick 1-5 and stick with them!
- Templates: Find a way to use templates with your images. It will save you time, and also help create uniformity with your visuals. Both Canva and PicMonkey offer free visual templates!
This is the personality of your brand. No matter what, do not choose your voice on a whim. It should be well-thought out and created from your company values.
At its core, your brand voice deals with 4 aspects: Persona, Tone, Language and Purpose.
Persona – These are the characteristics that make your brand unique. It may be helpful to compare what you to what you are not. For example, the Venerate Media Group voice is quirky but not inappropriate and smart but never condescending.
Tone – Think of this as your brand’s overall vibe. Are you exclusive? Hip? Classic? Scientific?
Language – These are the specific words and phrases you use. Your persona and tone should influence your language. For instance, if you’re a hip brand trying to appeal to Generation Z – you need to learn the slang words of today’s youth, and incorporate it into your content correctly.
Purpose – On the largest scale imaginable, what is it that you’re hoping to achieve? It’s okay to start with the obvious goal of your business, but then – go beyond it! As an example, your company goal may be to sell vitamins through your website, but your purpose is to make sure every person in the world enjoys a healthier, happier, longer life (because of your vitamins). See how that works?
As with many things in life, the hardest part is getting started! You may find it helpful to tackle your business branding in small chunks. Take 30 minutes a day to consider each element, and you’ll be done before you know it!
Are you looking for social media marketing services for your small business? Contact Venerate Media Group today!