If you have a business, then you probably realize the importance of a brand strategy. A strong branding image is a result of how your customers view your business personality. Every interaction you have across all customer touch points, sends a message about your business brand. As customers use social media to connect with you, they begin to get an impression about who you are. These experiences shape the consumer’s mind as to who you are.
If you don’t have an integrated story line to present, then the customer’s view of you is haphazard or inconsistent. However, if you take control and design the story that you want them to understand, then your brand will be solid. This means you must focus on your brand voice and content to strengthen your brand.
Tips for using visuals
Visuals have a strong impact on the viewer. However, without a consistent visual theme or message, your imagery will hinder instead of boost your brand.
- Always use real pictures to tell your story. People connect emotionally with authenticity.
- Be consistent across all platforms by using something specific for all your visual content, preferably your logo. As people continually see your logo alongside your name, they will come to associate the two together. This creates sight recognition.
- Enhance consistency by using the same filter (if you use on at all) for all of your visuals. You don’t want different filters for your visuals because your message will “feel” incoherent.
- Pay attention to your colour scheme. There are two reasons colour matters: 1) your logo colours, if used on all your visuals, will help consumers to identify your brand at a glance; 2) colours can evoke certain emotional responses. Keep this in mind when designing your visual theme.
See our post Colour Choice Tips for your Website.
Tips for developing your brand voice
Your brand voice is a reflection of your business personality. What type of personality do you want to relay? If your company is lighthearted, casual, and informal, then your content should voice that. You don’t want to have different “sounds” coming from the various platforms you use. Maybe you haven’t given much thought about your brand voice. To help use the right voice, think about your business culture. What is it like? What is your company mission? Are you known for community outreach, giving to charity, and encouraging corporate social responsibility? Or is your company culture all about strength, determination, and winning? Identify your mission, and then develop your voice to match it. Just as in visual imagery, consistency is the key.
Tips for content
Content includes visual images, videos, and written pieces. All of these must work together to create a story of who you are, what you believe, and why you are special or different. Post according to the platform and gear it towards your audience. Choose your content carefully. If you simply post pictures, videos, and written pieces without a strategy, it will create a jarring effect; it will not resonate. When curating content from across the web, use only what is relevant. Sure, you may like a post, but ask yourself, is it pertinent to my brand and industry. For example, if you have an accounting company, you would likely use material that is about money, taxes, and so on. You wouldn’t post material about parenting or home décor trends.
Tips for posting on social media
Use each social platform with a unique purpose in mind. Again, have a strategy for each platform. You may want Facebook to be your personal connection with followers. Include a lengthy video about your company, create a photo album each time the company goes to group events, and consider Facebook LIVE to give customers a peek at the genuine.
Twitter is a good platform for being part of the global conversation. You can post short blurbs that will keep your customers up-to-date about your activities and reinforce your brand. If you need more than the 140 characters, simply string your tweets together in a Tweetstorm. Use hash tags thoughtfully. Don’t overdo them unless you are promoting an ongoing theme. For example, if you want to post regularly on a certain topic to keep the conversation going, then start one for your community.
Building your branding takes a consistent strategy. Create dynamic realistic visuals, post relevant materials, and use social media to your advantage. By implementing these techniques you will be building a brand people remember. For more ideas, contact eSense Web Design today!
