Social media banding is an important tool for companies to connect with their customers. As the number of social media platforms increase, it is becoming more popular to advertise and sell products and services via social media. With so much happening over the internet however, it may be hard for consumers to remember a brand they saw online. This means that the first impression that a brand creates online should be lasting and have positive impact. For the average internet user, it takes approximately 6 encounters with a brand online, to be able to remember and refer to it. Although it may not be possible to influence how consumers and potential partners interact with your brand on social media, it is important to keenly uphold the components that social media branding is composed of.
In the context of social media branding consistence may be mistaken to mean repetition and boring presentations. This is however not what is of interest here. Since there are so many companies trying to make a kill out of the social media platform, it is important to represent your brand in the same way all the time. The activities you are involved in, how you portray your presence online and the manner in which you represent yourself should blend into each other. If you are dealing with products or services that have a wide target audience, it is important to create marketing materials for each one of them. The level of consistency in such a scenario should be as similar as possible in the various messages to different target groups. Mobile phone service providers are very good at using different target messages for different target audiences even though they are referring to the same product.
When dealing with issues to do with consistency in social media branding there are a few factors that must be taken into consideration.
Logo Size and Position
Most social media platforms have a limit to how many words a post may have and how large uploaded pictures should be. A logo that is very small risks not being seen and therefore not marketing the brand it is supposed to. On the other hand it is important to take care not to make the logo size so big such that is utilizes most of the space intended for the design of the social media message post.
The downside of having a logo in a message whose space is limited is that it can be very distracting. This may force the brand manager to change its position in various posts. Since this is a practice that makes the logo inconsistent it may result in people viewing the message to completely miss the logo. An easy to master rule of thumb is to reserve the bottom corner of the message to the logo. Although it is important to have the logo on the same alignment every time, the design of a message may force it in another direction. Just be sure to train customers that they will always see the logo at the bottom if they are to term the message as authentic.
In an effort to be creative, some people insist on using different fonts in the different parts of written text. If from the very beginning, even without social media there was a certain font that was used on most of the brands material, this is the best font layout to use. Nike brings this out so well and you can never miss their most on social media.
The Importance of Website Maintenance
It is easy to identify a message from a certain well-known brand just because of the colors used in the message. Using the same colors all the time to represent the logo, text and images helps to recognize a company easily on social media. Cadburys is one such company that has successfully owned their brand color by using it in all aspects of their operations.
One brand at a time
Giving your brand time to stand out on its own is an important tool of social media branding. It can however be viewed from the perspective of both a small company and a large company. A small company that does not have a big budget allocated to social media branding should focus on representing the company name as the product name.
On the other hand, large well established companies may want to throw out all the products they have to the internet for consumers to choose from. This move has the potential of confusing consumers and although customers may be willing to buy your products they might not find them on the shelves because of poor representation. An easy straightforward approach would be to use the same product name, company description and logo in all branding efforts made through social sites.
It is important to interact in a manner that connects to human beings in general. Whether it is the struggles that people go through on a daily basis or the current trend in the market on a number of things, words chosen should make sense to them. The reader must be able to connect with the message for them to draw inspiration to connect and engage with the brand. For season specific products and services, messages posted should be in line with their benefit at that particular time.
Like in any other human interaction fostering and maintaining trust take time and care. Your initial posts should be aimed at creating curiosity, capturing attention and introducing yourself to your audience. Consequently the initial responses will most likely be from people who just bumped into the message, new members who are reading everything and those who have heard of you from other quarters and they want to check out your activities on a certain site.
A healthy combination of trust, relevant content and consistent presence is the key to unlocking the benefits of social media for a brand. Since the rules of interaction in different sites may vary, it is important to familiarize oneself with a platform before using it.
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