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September 11, 2023

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06 MIN.

Social Media Branding: What, Why, and How

Thinking about building your own online voice and identity? Learn about social media branding and how it can help you do so!

Pratik Shinde

Pratik Shinde

Social Media Branding: What, Why, and How

Welcome to the dynamic realm of social media branding!

In this digital age, where attention spans are shorter than ever, creating a lasting impression is the key to success. Whether you're a business aiming to stand out in a crowded online marketplace or an individual looking to make your mark, understanding the ins and outs of social media branding is your secret weapon. 

In this blog, I'll unravel the What, Why, and How of social media branding, breaking down the essential concepts and strategies that will help you craft an online presence that's not only memorable but also impactful. 

So, buckle up as we dive into the exciting journey of creating a digital identity that leaves a mark in the virtual world.

What is Social Media Branding?

Social media branding is all about giving your online presence a distinct and recognizable identity. Just like companies have logos and colors that people associate with them, social media branding is like creating a digital personality for yourself or your business across platforms like Facebook, Instagram, X, and more.

Imagine you have a bakery called "Sweet Delights." You'd want your social media pages to reflect the essence of your bakery. This involves using consistent colors, fonts, and visual elements that mirror the cozy and sugary vibes of your shop. When someone scrolls through their feed and sees a post with your familiar pastel colors and a yummy dessert, they should instantly think, "Oh, that's Sweet Delights!" That's the magic of social media branding.

By crafting a cohesive and appealing brand image across your posts, you build a strong connection with your audience. It's like leaving a trail of breadcrumbs that lead people back to your bakery's door, or in this case, your social media pages. This helps in making your brand more memorable, relatable, and trustworthy in the digital world. So, next time you spot a post featuring those familiar pastels and delectable treats, you'll know you're in for a delightful experience with Sweet Delights.

Why is Social Media Branding Important?

Social media branding is a vital tool in today's digital landscape. It's like having a unique stamp that sets you apart and makes you memorable in a crowded online world. Here's why it's so important:

1. Recognition: Consistent branding—using the same colors, logos, and style—helps people instantly recognize you. Just like spotting a friend in a crowd, they'll spot your posts in their social media feeds.

2. Trust: A strong and consistent brand presence makes you look reliable and professional. People are more likely to trust and engage with a brand that looks well put-together and consistent.

3. Connection: Branding gives you a chance to show your personality. Whether you're fun and quirky or serious and professional, branding helps you connect with your target audience on a personal level.

4. Credibility: Imagine two coffee shops. One has a beautifully designed Instagram page with cozy images, while the other has random and blurry posts. Which one would you trust more? A polished brand image boosts your credibility.

5. Consistency: Social media platforms can be diverse, but branding ties everything together. It ensures that no matter where someone finds you online, they'll know it's you.

6. Audience Growth: Engaging branding can attract new followers. When people see a friend interacting with your branded content, they're more likely to check you out too.

7. Marketing Power: Consistent branding leads to better results when you run ad campaigns or promotions. People are more likely to click and convert when they recognize and trust your brand.

8. Employer Branding: Employer branding is important as top candidates care about brands' reputations before considering working for them. You can share employee stories and snippets of life at your company on social media to convince top candidates to consider working for you.

So, whether you're a business, an influencer, or just an individual looking to make a mark, social media branding is your ticket to online success. It's like building a strong foundation for your online presence, one that people can't help but notice and remember.

How to Build Your Social Media Branding?

1. Understand Your Target Audience

The first step in building a strong social media branding strategy is to understand who you're trying to reach. Knowing your target audience's preferences, interests, and behaviors will help you tailor your content to their needs, leading to them liking your content, following it regularly, and engaging with it. 

For instance, if you're a fitness enthusiast aiming to attract people interested in healthy living, your social media content calendar might involve content on workout routines, recipes, and motivational tips. All of these topics are likely to be of your target audience’s interest.

Therefore, researching your target audience, and understanding their likes, dislikes, etc. is very important before you start with your content plan.

2. Define Your Brand Identity

Next, you need to decide how you want to look at your audience, and what your brand identity will be. It is important because your brand identity is like your online personality, and people would judge you and trust you based on these very factors. So, you need to be careful and sure of it.

Consider what values, tone, and brand style you want to convey through your posts. Are you casual and playful, or more formal and informative? Your identity should align with the interests of your target audience. 

3. Create Social Media Profiles

A very obvious one, but often planned poorly. We are talking about social media marketing, but what is important here is to be present on platforms where your audience is. You need to set up profiles on platforms where your target audience hangs out which again requires proper research.

If you're in the B2C industry or aiming for a younger crowd, platforms like Instagram and TikTok might be ideal. Whereas for the B2B industry or a more professional audience, LinkedIn could be a great fit. 

Also, while you can have accounts on multiple platforms, ensure your profile pictures, bios, and cover images reflect your brand identity consistently across all platforms. If it is un-uniform it will only end up confusing people rather than making them remember your brand.

4. Choose Social Media Channels That Work for You

Being present where your target audience is fine, but you also need to consider what you want to convey, in which style, and the platform that is good to post your type of content. 

So, choosing the ones that align with your brand and where your audience is most active, can prove to be the most beneficial for you. For instance, if you're a fashion blogger, platforms like Pinterest and Instagram are more visual and suitable for showcasing your outfits and style.

5. Start Creating Diverse Content

Diversify your content and plan your social calendar properly to keep your audience engaged. You can share various content types, such as:

  • Images and Videos: Visual content catches attention quickly. Post high-quality images and short videos that reflect your brand's message and identity.
  • Educational Posts: Share informative content related to your niche. For instance, if you're a travel enthusiast, you could create posts about travel tips or destination guides.
  • Behind-the-Scenes: Give your audience a sneak peek into your daily life or the process behind your products or services. This builds authenticity and connection.
  • User-Generated Content: Urge your followers to share their personal experiences with your brand through UGC content. Reposting their content shows appreciation and creates a sense of community.

Also, tools like Iconosquare's free social media calendar can be of great use to plan your content and stay organized. It can help you keep an easy track of all your events, hashtags, and content ideas, making it easier to schedule posts and engage with trending topics, without ever missing out on anything important.

6. Actively Engage with Your Audience

Social media is a two-way street. Respond to comments, answer questions, and interact with your audience's posts. This two-way engagement builds a stronger connection and encourages more people to engage with your content.

Here’s a great example of GoPro using contests to engage with their audience. Their #HomePro challenge encouraged fans to share their best moments at home, and by recognizing and resharing the posts, the brand encouraged more people to participate in the contest.

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7. Regularly Monitor Your Results

Lastly, don’t forget to keep an eye on your social media analytics to see what's working and what's not. 

Are certain types of posts getting more likes, shares, or comments? Adjust your strategy based on these insights to continually improve your social media branding efforts.

Typical Myths About Social Media Branding

Before going away, we also have some typical myths about social media branding that we are glad to debunk. 

Myth 1: "Branding is for Big Companies ONLY"

It's easy to assume that branding is reserved for the corporate giants with deep pockets. However, branding isn't just about big budgets; it's about creating a distinct identity, and even small businesses or individuals can benefit. 

Myth 2: "Branding is Just About Visuals”

While visuals are a crucial part of branding, it's not the whole story. Branding goes beyond just colors and logos. It's about your values, your tone of voice, and the emotions you evoke. 

Myth 3: "Branding is a One-Time Task"

Some believe that once you've set up your brand, you're good to go. But branding is an ongoing process. Your brand needs to evolve as trends change and your audience grows. Think of it like a relationship – you need to nurture and adapt it over time. 

Myth 4: "Branding Guarantees Instant Success"

Branding is a powerful tool, but it's not a magical shortcut to overnight success. It takes time for people to recognize and trust your brand. For instance, launching a new YouTube channel with a well-defined brand won't guarantee millions of subscribers in a week. Consistent effort and quality content play a huge role too.

Breaking free from these myths allows you to embrace the true potential of social media branding. 

Build Your Brand & Social Identity

Social media branding is a powerful tool that can elevate your online presence to new heights. Building a successful social media branding presence takes time and effort. Still, by following these steps and staying consistent, you'll create a recognizable and engaging online identity that resonates with your target audience.

Remember, branding is not just about visuals; it's about telling your story, sharing your values, and creating an emotional connection that resonates with your followers. So, whether you're just planning to refine your existing brand, the journey of social media branding is well worth embarking upon.

the writer
Pratik Shinde

Pratik Shinde

Contributor @Iconosquare

Pratik Shinde is a Content Marketer and SEO enthusiast. He helps fast-paced B2B SaaS startups acquire customers through organic marketing efforts.


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