social media brand identity

11 Things to Know When Creating Your Brand Identity on Social Media13 min read


Now that you’ve created your brand, it’s time to take it to the next level. When used effectively, social media will hugely increase your brand’s awareness. High brand awareness and a consistent brand identity on social media keep you at the forefront of customers’ minds when they are ready to buy.

Facebook, Twitter, Instagram, Snapchat, LinkedIn, YouTube… Social media is a huge part of our lives. We don’t have to tell you that though, you already knew it. What I want to do is teach you how to harness the power of this giant and use it to your advantage. Once you can understand how to leverage this power, your brand will soar to new heights.

connect with people on social media

1.  Define Your Audience

The most important thing is to know WHO your brand is. Know the value your brand brings to a consumer.

Who are you targeting?  Your brand is what differentiates you from the competition. What makes your instant coffee grounds different than the hundreds of other instant coffee grounds on the market?

What does your customer look like? What do they listen to, what makes them laugh? The deeper your understanding of your consumer, the more naturally ideas will come for your brand’s identity and your social media campaigns.

You should also be very concrete in your brand’s positioning. Positioning is how your customers see your brand in comparison to your competition.

When you know where your brand stands out in the market, you can tailor your social media strategies effectively for that target market.

Branding and social media are the more creative sides of marketing. While you should always have strong research and data to back your reasoning behind your brand’s strategies, this is an opportunity for you to use your imagination and have fun with it.

nike brand social media

After all, branding is what makes a business feel human. Good branding evokes emotions and feelings with people, it connects them to your company, and makes them feel as though this product is perfect for them.

2.  Choose Your Platforms

Once you know who you are, it’s time to choose which platforms you would like to be on.

When you are just starting out, you might want to begin with just one or two social media accounts so that you can learn how to manage them.

Of course, every major brand has a social media presence on nearly every social media platform. Depending on your resources, you may be able to expend a lot of your marketing efforts into social media. That’s great! If you don’t though, there’s no need to fret.

social media for business

Decide your specific goals for introducing your brand onto social media. Do you want increased site traffic, higher brand awareness, more conversions, or increased revenue? Probably a combination of some, if not all of these options are on your mind.

Different platforms have different strengths and weaknesses that you should consider when choosing where you’ll want to focus your efforts.

If you are mainly going to be providing content in the form of very long blog posts, Instagram may not make sense for you. You would be better off focusing on Facebook and LinkedIn, where people are able to follow links to your site.

If you are a boutique, you’ll probably find it most beneficial to use Instagram and Pinterest, where people can look at your clothes and the style you have.

If you are a club, you might take to Twitter to share updates on your nightly events, or YouTube to recap the huge artist that came to perform.

Feel free to peek at your competition to see where they are as well!

3.  Choose Your Tone & Be Consistent

After choosing where you’ll be placing your efforts, it’s time to shift your focus to making sure that your content is consistent. Therefore knowing who your brand is is so essential.

Your messaging must be clear, and you have to adopt a specific brand voice to evoke the feeling you want customers to have when engaging with your content.

social media for brands

Let me show you an example of great brand voice. One of my all-time favorite company Twitter accounts is Moon Pie. If you’re not familiar, Moon Pies are snack-sized graham cracker cookies stuffed with marshmallow filling and covered in chocolate.

In the wake of all the big movements towards healthy options and ingredient consciousness, you might be surprised that a sugary snack is doing this well; they have over a quarter million Twitter followers!

The company is over a century old but has found its place in the realm of today’s social media. Their tweets are dripping with the sarcasm and existential dread that is oddly relatable in our internet humour.

moon pie twitter example

Moon Pie even pokes fun at the older generations who don’t “get” how to properly use Twitter or use memes, sharing a cringey attempt at a Facebook meme.

moon pie twitter

When I read through Moon Pie’s account, I always find myself giggling. I always picture the same goofy character in my head.

That’s what consistent tone does for a brand. It makes your viewers feel the same way over and over again when going through your content.

It is imperative to remember your brand’s coloring and imagery and maintain consistency with that as well.

Abrupt changes to your brand’s imagery or tone can be very confusing for your customers, and make you look disorganized. If more than one person is working on your business’s social media, it is your duty to make sure everyone is on the same page when it comes to your tone.

4.  Post Regularly

Another important point is to maintain regularity in your posts. Social media campaigns need a regular schedule, so you’d better plan ahead!

social media calnedar

Many brands create their holiday social media plans as early as August.

There are many platforms like Buffer or Hootsuite that allow you to plan your posts well ahead of time, and automatically post your content when it’s time.

You can start out with the free accounts, but upgrading to a Buffer for Business account gives you access to advanced analytics tools and schedule up to 2,000 posts a month across different platforms.

Hootsuite also offers premium plans, tailored for the size of your business and what you need.

Just remember to not go overboard though. Too much posting can be overkill and come off as spam for your followers.

5.  Be Purposeful in Your Posts

Make sure the content you’re sharing is content that matters.

It doesn’t always have to be a direct call to action though! Sharing content that is adding to your brand, be it by humour, knowledge, or aesthetic, is a way to keep your followers engaged.

It also helps with your brand’s story-telling, allowing your customers to get more and more engrossed in your brand and relate to you even more.

brand content for social media

One brand that does a great job at this is clothing brand Nasty Gal. Their Instagram showcases the clothes they have for sale, but they also share screencaps of shows like Sex and the City or Friends, which match the brand look.

nasty gal social media

Another brand that does this really well is The Economist. This magazine is an authority on global affairs,  providing highly in-depth articles on economics, business, and politics from around the globe.

Their Instagram feed, however, is a collection of captivating images and videos.

the economist social media branding

Their captions are also highly engaging, providing background information on the picture. Nobody wants to see boring or bland content, something you’ve posted just for the sake of posting something.

the economist instagram branding

Quality over quantity always wins

If you had originally wanted to post every day on LinkedIn but find that you’re lacking the content to make something truly great, it’s okay to scale down your posting schedule. Don’t try to produce something mediocre just for numbers’ sake.

Once you have the resources and team in place to produce something amazing often, then you can feel free to do that.

Big brands have an entire social media department, don’t expect to be able to produce at the same rate as they do when you’re just starting out!

6. Take a Step Back and Look at the Bigger Picture

As you’re planning, take a look at the content you have this far.

Would you want to scroll through that Instagram page?

Is this a well-structured Facebook post?

Is that tweet worth my time?

This step piggybacks off of the last one. Utilize the analytics that these platforms provide you to measure the success of different campaigns.

Having a critical eye towards your own content will help you learn from mistakes as well as see what’s working visually.

7. Produce Eye-Catching Imagery

Invest into creating attractive content to catch people’s attention and retain their interest. There is loads of content out there, and you want to have an edge over the competition by having something beautiful.

Airbnb has absolutely gorgeous feeds across all of their platforms.

airbnb social media branding

They showcase the most beautiful homes listed on their website to showcase their services as well as serve as travel inspiration.

Videos and high quality images can gain many views and increase your engagement.

Don’t think you need to be Picasso, by any means.

While Adobe Suite is the best software for developing and editing images, there are many free low-cost websites like Canva that help you layer images and text.

This also allows you to create templates to use over and over again to remain consistent.

8. Have a Strong Bio

Don’t forget about your bio for your page. Having a strong and direct bio lets first-time viewers know what you’re all about, and returning followers remember who you are. You only have a limited amount of characters available for your bio, use them wisely!

Don’t shy away from using emojis or symbols in your bio if it fits your brand’s voice. This is your first chance to grab someone’s attention when they land on your profile.

Let’s think about one of the most famous brands in the world: Coca-Cola. What are they selling? Well, soda of course. Go beyond the product though, and you’ll see what they’re truly selling is happiness.

Think about it! Every ad you’ve ever seen of Coca-Cola promotes inclusivity, family, and joy. That’s what they’re showcasing on their social media bios as well.

coca-cola twitter brand

Every account should have a link to their point of purchase or their website on their headline.

9.  Engage, engage, engage!

Now that you’ve created the content, you can share it! Don’t be afraid to communicate with your customers by directly responding to their comments or replies on your posts.

social media for brands

By doing this, you shorten the feedback loop and increase engagement. If customers can see that you’re quick to reply, they’ll be more likely to interact with you in the future. High responsiveness is essential in customer satisfaction.

Be sure to also engage with others in your industry. By commenting and interacting on other pages, you will be seen by their followers, giving you an opportunity for some organic followers.

Always make sure your comments are authentic, though. It can be tempting to copy and paste comments and go crazy, but this can actually have an adverse effect if done poorly.

how to use influencers

10. Don’t Be Afraid to Utilize Influencers

The page has been launched, but where are the followers?

A great way to gain followers is through using influencers.

Influencers are people in your industry that have a very large audience, helping to grow yours by sharing your product or service on their page. Their followers will see the content and be able to link through to your business’s profile.

This isn’t free, however, and the amount you pay often scales to the number of followers the person has.

Kylie Jenner is an endorser of Teami, a detox tea brand. Teami must have paid a pretty penny for this sponsorship; the youngest member of the Kardashian-Jenner clan has a staggering 120 million Instagram followers.

kylie jenner influencer

Her latest shoutout has already gotten 1 million likes, and the Teami Blends account has almost a million followers itself.

You don’t need to target the most famous celebrities in the world to bring you followers. A smaller, more local influencer can still have a great deal of impact on your follower count.

You can find the best influencers for your brand with websites such as Upfluence or Heepsy, or even for free by clicking on hashtags relevant to your brand.

11. Promote Your Content

Another way to gain followers and increase conversions is to promote your content! It is best to do this when you have a specific promotion you’d like to advertise, like a Black Friday deal or a new service. Once you have several posts for potential followers to look at, it’s time to do your first promotion.

Advertising on social media has a huge potential for your business, resulting in increased conversions and click-through rates.

Social media platforms offer very thorough guidance for you when creating your advertising campaigns. To become a true master of social media advertising, check out our Facebook Mastery Course , to learn everything you need to know.

Final Thoughts

Bringing your brand to social media is a big step that takes a lot of planning and coordination, but it is extremely worth it.

You can create a whole world for your brand, and through your story-telling and creativity, your business can and will thrive in the realm of social media.

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