Social media can be an extremely effective way of building this brand, allowing you to reach out to potential customers and clients and, most importantly, gain their interest and trust.
Choosing the right social network to support the image of your brand will ensure that you do not waste your time or energy.
Facebook is probably the best platform if your aim is to promote brand awareness, because of its far-reaching appeal and diverse user base. This is a good choice for almost any type of brand, as is Twitter.
Instagram is a top choice, if your brand relies heavily on images. Perhaps you are selling clothing or other items that need good visuals to promote them at their best. Instagram is also a good option if you want to reach out to younger adults.
Google+ can be a good platform to attract men working within technology sectors, whilst Pinterest in a great channel to reach women. Pinterest can be particularly effective if your brand is focused on selling clothing or jewellery, for example.
LinkedIn, meanwhile, is the perfect choice if you are involved in building the brand of a company with a business-to-business focus. It is the ideal forum for sharing business content and making contacts.
Do not focus solely on meeting publishing deadlines, posting continually, regardless of the quality of the content. Instead, build your brand’s reputation by offering genuinely useful and shareable content and being reliably on hand to offer advice, answer questions, and to actively engage with your audience.
Whatever you choose to share, whether it is an image, an answer, or an opinion, ensure that it supports your brand image.
Be wary of humour, unless you are certain that you can pull it off, and ensure that you assess your data to ensure that you know the type of content your chosen audience wants to see.
Do not be afraid to use images, either, as articles with visual content typically receive almost 100 per cent more views than those without.
Great content is also the ideal way of showing off your expertise and willingness to offer helpful advice and tips. This can be extremely important, whether you are looking to attract investors or customers, as people will be more willing to deal with you, if they believe you have a benevolent side to your personality and business ethos.
Demonstrating your expertise can also have wider-reaching brand-building effects. If you can become an authority in your niche, you may well be asked to contribute to the content being posted by other brands and outlets, offering the opportunity to raise awareness of your business with a larger audience than before.
Just as you may eventually be asked to contribute to other people’s content, do not be afraid to share other people’s work and leverage the audiences that have already been built by established influencers in your field.
This can be a particularly important strategy if you are in the early stages of your brand-building efforts, and finding that your business is being overshadowed by other more well-known names, or you are experiencing a long wait for positive effects from your branding efforts.
Make the most of established influencers, by using their names or websites in your content. If they are monitoring, these influencers will see your posts and be more likely to share your content amongst their audience.
You could also tag referenced influencers when sharing content, or send an email to let them know that they have been included in your work.
It can take time to persuade such influencers to start sharing your content, but consistency in producing quality work should get you noticed in the end.
Think of your social profiles as a pitch for your brand and ensure that your account is as easy as possible to find, by including relevant keywords.
You should also consider including another means by which audience members can contact you, in order to make accessing your business and brand as easy as possible.
Making the most effective use of keywords relies on you understanding the benefits of keyword research and analysis, when it comes to social media.
This will help you to understand which keywords your chosen audience is using, and how often, and gauge the interest that exists for certain products and services.
Other benefits include offering a better understanding of user intent, finding effective points of engagement and helping you to communicate messages most effectively, in order to maximise your brand building efforts.