It’s been said again and again: A successful business must differ itself from its competitors on social media. Determine who your audience is and speak to them accordingly. Be present on social media so your customers can find you.
BUT, a company needs much more than just a presence on social platforms. A successful company will have a brand personality that draws a customer in and keeps them engaged to retain them as a loyal fan of the brand.
Here are 3 ways to build a brand personality online:
1. Know who you are.
You, above everyone else, needs to know what your brand represents. Take a day and discuss the following: What is our unique selling proposition? What specific demographic are we targeting? Where is our demographic on social media? What content would our demographic want to engage with?
By getting to know your brand BEFORE setting up a social presence, you’ll be on the right track to creating a personality that will resonate with your fan base on a deeper level. This foundation is key to any company hoping to infiltrate and stand out among the millions of other messaging on social media. Plus, it’ll give your fans a connection to your company that they’ll remember.
2. Have a strategy.
Once you’ve established who you are a brand, it’ll make strategizing that much easier. At this point, take time to document a solid digital marketing plan. Then, think about how you can incorporate a successful content marketing, social media and paid support strategy.
Remember that these documents are not final. They should always be evolving as your company, brand and product evolve. Having said this, each strategy should be thoroughly thought through and executed as accordingly to who you are as a brand.
3. Hire the right team.
Don’t wing social media, especially with a brand new personality. Trust us, it won’t end well. If this is not your strong suit, trust someone with experience to handle all digital marketing so that you can focus on other things.
Who can you hire? A social media director, a digital strategist or a community/brand manager will do the trick. There are so many names for people who do the same type of work that it’s dizzying. No matter who you go with, make sure that they’re comfortable on social networks, can create quality content to help your brand stand out and know how to read metrics to understand what’s working and what’s not.
No matter if you’re a newbie or highly experienced within the space, building a brand personality is key to running a successful company online. With knowledge of who you are as a brand, an overall digital strategy and the best team to help execute your ideas, you’ll be well on your way.
Tell us: Does your business have a brand personality? If so, what is it?