Branding is SO important, and social media is just one place that will help to establish your presence as a strong brand. But branding can be a confusing concept for a lot of people. So before I get into differentiating a strong versus weak brand on social media, let’s start with a definition of what exactly branding is.
Here’s one of my favourite definitions:
“Branding is the defined personality of a product, service, company, organization or individual. Many folks confuse “having a logo” for an ongoing branding process, but in fact a good logo is an extension of a defined identity for a venture in the same way that a flag or national anthem may represent a country. A well designed brand personality can be seen in everything from customer service to the actual products a company may offer.” Michael Pinto – Very Memorable Design
So now that we know what branding IS, what differentiates a strong brand from a weak brand on social media? Read on to find out!
Strong brands on social media:
1. Don’t try to be everything to everyone
Ever heard the expression, “try to please everyone and you’ll end up pleasing no one?” A strong brand is crystal clear on who they want to communicate with and what their ideal client needs. This will be carried over onto their social media. They know where their ideal client is hanging out on social media and will be there too. A strong brand focuses on educating and inspiring their ideal client so they can become a “go-to” resource for their audience.
2. Consistently deliver their promise
A strong brand keeps the promise they make to consumers. If your brand personality is known for being personal and genuine, then on social media you’ll respond to all inquiries in a timely fashion and build in customer service as part of your social media strategy.
Innocent, a smoothie brand, spends a lot of time responding to anyone that gets in touch with them on social media. Their brand is known for being fresh, fun, interesting and genuine.
3. Have a clear value proposition that differentiates them from their competition
The term “value proposition” sometimes throws people off. Basically a strong value proposition consists of three things:
- Specific benefits to your product or service
- How you will solve your ideal customer’s problem or improve their situation
- Why they should buy from you (and not the competition)
While two companies may sell the same thing, and even have the same benefits, what can really help to differentiate you is the third point – what makes you ‘you’. Your business’ mission, vision, values and personality (all part of your brand) can help you stand out above the competition.
A strong brand will be very clear on their value proposition and will carry this through on their social media.
Weak brands on social media:
1. Make vague promises that change
Not having a strong brand means that you don’t really know what you’re trying to offer your consumers. On social media, this could mean you change your direction often and aren’t clear on how you want your brand personality to come across. This could mean one minute you’re only posting promotional posts, and the next you’re sharing cat videos that you think are cute but won’t resonate with your audience.
2. Don’t clearly identify what makes them different
While having a clear value proposition is an example of a strong brand, on the other end of the spectrum is not knowing what makes your brand different from the competition. You can’t simply try to do what other brands are doing, otherwise there really is no differentiating factor. There’s already someone doing that, and if you start doing that too, you aren’t aligning with your mission, vision and values. A strong brand has these clearly outlined – a weak brand remains unsure. Get super clear on these and think of your brand as a person – how would they act on social media to resonate with their ideal customer?
3. Are inconsistent
One of the biggest indicators of a weak brand is inconsistency. This can refer to anything from colour, graphics and fonts, to inconsistent posting, voice, or tone. A strong brand will have all this clearly outlined before you even attempt social media. If you aren’t there yet though, I can help! Let’s chat branding and social media – set up a free consultation call and we can discuss how I can help.
What do you think are some of the strongest brands on social media? Share your thoughts in the comments!
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