Creating A Brand

One of the most important things I have ever learned in the nine-plus years that I have been navigating the ever-changing twists and turns of social media is that just because you’re not somewhere doesn’t mean your customers aren’t. So, ask yourself this: Where are my customers and are those the same places I should be? Facebook? Definitely. Twitter? Perhaps. Instagram? You’re getting warmer. Pinterest? It depends. Snapchat? Snap what? LinkedIn? It’s plausible. YouTube? Maybe.

Creating a brand on social media will not happen overnight, but you can get started and set the balls in motion before your head hits the pillow. While there are more social networks in existence than my mother has celebrated birthdays, the reality is that most businesses only need to worry about a handful to be successful.

If you learn nothing else from reading this blog post, do not, I repeat, do not forget this: Social media is about being social so if you don’t have the bandwidth to support four networks, commit to three. If you don’t have the bandwidth to support three networks, commit to two. You get the picture. The second you choose to create an account and you start to brand your page, it is the same thing as unlocking the front door of your storefront and flipping over the open sign for all to see. Just the same as you wouldn’t ignore a customer standing right in front of you, you shouldn’t ignore a fan initiating conversation online.

One of my favorite screenshot worthy quotes this year, from an April article on AdWeek.com, states that “Social platforms are about to become the next great storefront,” according to Rachel Tipograph, founder and CEO of MikMak. These words could not be more true, hence my prior statement. Face it: Your customers want instant gratification outside of trolling your website, which includes scrolling your social feeds.

Whether you make a Venn diagram, you pay homage to the analytical left side of your brain and have deep, thought provoking conversations with millennials and probe for their opinions, you read case studies about like-minded businesses, or you defer to an old-fashioned pros and cons list, think about where you need to be and get to work.

While they may seem obvious, the following 10 Tips on How to Create a Brand on Social Media, will set you on the path to social media stardom, if you can commit to doing them. Remember, just like going to the gym for those first few blissful, post New Year’s weeks, it is easy to start, but takes time and dedication to make it part of your daily routine and eventually lead to success, which we are defining here as creating a brand on social media.

10 Tips on How to Create a Brand on Social Media:

1. Back to basics. Assume everyone landing on your page or reading your content knows nothing about you. This is your opportunity to tell them about your business and what sets you apart from your competitors.
2. Relationships are two sided. You need to spend as much time responding to comments and questions from your followers (a.k.a. customer engagement) as you do creating content. This nurtures your community and supports the relationships that you are trying to build with your customers.
3. Pay attention to detail. Speak conversationally, but don’t overlook the importance of proofreading. It shows that you pay attention to detail, which directly reflects on potential customer’s perception of your business. Plus, if you don’t, there are pesky cyber #grammarpolice to keep you in check.
4. Be consistent. Print a calendar and commit to publishing posts a couple times a week. If you write it down, this allows you time to plan, potentially schedule content in advance, and keeps you accountable.
5. There must be value. Don’t constantly lead with a sales pitch. Make sure you can identify a valid reason a customer would have to read each piece of content. If you are a general contractor, share a DIY home improvement tip every Sunday fun day. If you own a restaurant, share an easy tailgating recipe during football season. You get the gist.
6. Appearance is everything. Whether there are three jack of all trades crafting your social media content or one person, the voice and imagery should be consistent so that no one can tell the difference. But do me a favor, and please make sure that there is a voice. One that is identifiable and doesn’t sound robotic and overly orchestrated.
7. Housekeeping. If you are on more than one network, audit your business information (think phone number, hours of operation, etc.) routinely to make sure that they are current and accurate. This comes into play particularly with more seasonal businesses, but it can make the difference between a customer showing up when you are closed and never coming back again or one raving to friends about how exceptional you are.
8. Have integrity. Whether you believe the customer is always right or not, respect their freedom of speech and don’t censor. Customers will leave good and bad reviews, they will ask questions, make comments that aren’t always complimentary and the list goes on and on. On social media, we have the gift of time so if you need to step away for a moment to compose a proper response, do so. Do not hide or delete their post. Do not ignore them and pretend you never saw them. They will not go away. Do direct customers to private message when needed. Do respond as if everyone is watching, because they are. Responding to everyone provides transparency and shows that you are an ace above the rest no matter what the circumstances.
9. Act like you are on stage. Social media can make people feel empowered by the anonymity, but everything you say, even what you delete it, has the potential to live on forever. Customers screenshot. Impressions are made. You can’t take things back once you have put them out there for all to see.
10. Have fun. Don’t take social media or yourself too seriously. This is supposed to be another way to connect with people and this way doesn’t require a suit and tie. Address people by name, talk to them in a warm, welcoming way and don’t be afraid to use emojis, hashtags and isms that are uniquely you/your business.

When you can check the box to all the above you are creating a brand—your brand. For those of us not investing in ads, social media is free, it is searchable (cue inner geek SEO rant) and quite frankly, you can’t afford to not be part of it. So, take a small step and put your hands in the fate of an algorithm. You might just be surprised and you will definitely get a like or two.