While a few years ago having a Facebook page for your business may have been considered cutting edge, in today’s competitive marketplace, you need to have multiple active social media accounts. It’s how many of your customers will engage with you, in addition to helping attract new ones. Content is important, but you also have to plan your social media presence in a meaningful, organized way. A good time to do this is when you’re in the process of re-branding. Here are four tips about how to successfully rebrand your small business on social media sphere.
1. Matching Logo to Brand Identity
Entrepreneur advises that your logo and brand aesthetic must cater to your core audience. They use the example of the Red Bull, and the necessity of using the logo to convey masculinity to match their brand identity, rather than something whimsical and lighthearted. Your logo is like your calling card or stamp. Just as the word “brand” traditionally refers to the literal mark inscribed onto property, your logo needs to function the same way. Once you’ve got a professional logo design, placing it across social media consistently as your profile picture, for example, allows customers and followers to recognize who you are immediately. Many companies make the mistake of putting up different profile pictures for different social media accounts, but when you’re re-branding, consistency is key. If you had a logo before now that you’re still using, eliminate it anywhere it appears, and replace it with your new one.
2. Understanding Customer Recognition
As you reconfigure your brand and formulate a fresh concept, Mashable recommends writing down all the things that come to mind, or to create a mood board. The essential part of this exercise is to come up with visual inspiration for the brand, and what it conjures. When customers see your logo, they react to the image first, and not any underlying metaphor regardless of how clever it might be. The brand logo needs to pack a punch, especially since it’s the first thing people are going to see on your social media. In order to draw potential customers to your content, first you need a hard hitting visual to make them recognize who you are. Customers won’t follow you or notice your presence unless you’re adding that recognizable stamp to your posts.
3. Cross-reference Your Brand’s Name
As you re-brand, you need to take social media into account in a parallel approach. Start by securing the domain of your brand’s new name, as well as other social media account names, so you don’t get stuck as with a doppelganger of some other business or abandoned account name. Therefore, if YourBusinessHere is the name of your company, and YourBusinessHere.com and the Twitter handle are both taken by someone else, reconsider what you re-brand your company. Social media shouldn’t be an afterthought in the re-branding process, but rather something to be considered as you develop the new aesthetics, logo and social media page design.
4. Match Content to Your Brand
Social media isn’t just a way to network and connect directly with customers, because you need to offer something of substance once you have their attention. This is what is called content, whether it’s blog posts, promo codes, or contests. In order for a customer to follow your Twitter account, for example, you need to fill it with content that’s also true to your brand. For example, if the core of your new brand is all about being on top of the newest trends in an industry, then making blog posts about old industry news or rehashing current issues is not going to earn you any fans or followers. You need to follow the same strategy across all aspects of your company when you re-brand, and that means social media in particular. Social media accounts are one of the strongest ways in which you’ll present a public face to your customers. Whereas it used to be that the customer experience from A to Z was based on direct communication with a company, nowadays, it’s more often a Facebook post they see in their news feed. Active engagement via a purchase or inquiry about a sale is no longer the primary mode of communication between a company and its customers. Make sure that when you re-brand, the content you’re posting to social media sites falls closely in line with the new philosophy.
Social media today is actually more important than paid advertising in many ways, since it helps generate new customers organically. The better your social media content is, the more new and existing customers will pay attention and follow you. Visibility is key, especially in 2015 when the Internet is clogged with information on every front. Make your brand’s social media presence consistent with a clear message, and you’ll be on your way to utilizing social media in a way that can actually help drive business.
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