In this article, we’re going to look at the actual process of defining your brand’s identity. Now, this identity is mainly for your social media marketing campaign, and it needs to be aligned with the brand you’re defining on your website.
You cannot have a successful social media campaign if you do not have a brand identify that appeals specifically to your target audience.
Click here to learn how to develop a strong USP for your personal brand.
Your brand identity is the image that you create and use to relate to your target audience. It is what makes you unique and it includes the way you communicate with your target audience, as well as the visual elements of your brand such as your logo, color scheme, fonts, and so on.
Fundamentally, the identity that you create for your brand needs to be strong, but more importantly, it needs to resonate with your target audience. It needs to be an identity that your target audience can relate to and identify with.
Now, on social media, you’re not just looking for followers. Anybody can get followers. And the thing is, just getting followers is not going to do anything for our balance sheet. What we want is for our followers to ultimately become loyal customers and advocates for our brand. The bottom line is, if you want your followers to be engaged with your brand. If you want your followers to translate into buyers, they need to love, respect and trust your brand. They need to feel emotionally connected to your brand.
If you don’t have a strong and well-defined brand, then it means you really don’t have a clear brand identity. Your target audience is going to be confused about who you are and they are not going to be able to relate to you because they don’t understand you. And if your target audience is confused about who you are, they are never going to engage with you. They are never going to build relationships with you and they are never going to translate into loyal customers.
Now, if you are posting a lot of relevant content that your target audience finds useful or meaningful, then they are going to keep following you.
And that is only because they like the content that you’re sharing with them. But what does that really do for you? How does that translate to the balance sheet?
The thing is, in these type of circumstances, your followers will not have any loyalty for your brand because you are not connecting with them on an emotional level. If you’re not connecting with their emotions, then they will never become loyal customers of your brand. They are only following you simply because of the content that you’re sharing with them. Nothing else. They are not going to want to learn more about you, and they are never going to engage with you or take action on your content. So, the relationship is completely one-sided. I mean, you’re providing all of this great content but ultimately, your target audience will never translate into buyers because they are just not emotionally connected with you, or with your brand.
So that’s why it is so critically important to define your brand so that you can create a unique brand experience for your target audience that helps your brand stand out from your competitors. You need to get into the hearts and into the minds of your target audience if you want them to become loyal customers. That is really important. Whenever they think about the products or services that you offer, you want your brand to be the first company that springs to mind.
Essentially, your brand is going to underpin your entire online marketing campaign, especially your social media campaign. That is why your brand needs to be strong, it needs to be clear, it needs to be well-defined and it needs to be consistent.
And once you have defined your brand, you need to communicate it through everything that you do. You need to communicate it through everything you say on your social media about pages, your status updates, your images, the content you share with your followers, your ads and your email marketing campaigns.
Now, you need to realise that by defining your brand identity, you’re creating a solid foundation. And that foundation is what all of the visual elements of your business are going to be built on. That is why you need to make sure that every element of your branding follows the same consistent theme and guidelines.
Now, before you start your social media campaign or setup your social media profiles, before you start posting any content and before you start acquiring followers, you need to understand every aspect of your business. You need to know who you are, what you offer, who your target audience is, how you are different from your competitors and how your business impacts the lives of your customers and that of your prospective customers.
Now, in order to effectively define your brand, you need to bring together the various elements of your brand to create a strong brand identity.
- Your visual identity: your logo, color scheme, typography
- Your brand story
- Your brand personality
- Your customer avatar
- Your Unique Selling Proposition
- Your mission statement.
- Your emotional appeal.
Now, we have looked at each of the above elements in detail in separate videos. You will need to bring them all together to define a strong brand identity that appeals to your target audience.
The Story of Your Business.
You need to write the story of your brand so that you can clearly communicate what you do and why you do it. If you want your target audience to connect with your brand, you need to be open and transparent, and how well you tell your story matters. Your story gives people insights about you, and that will help Redditors understand how you built your business. It is something that members of your target subreddit will relate to.
For example, if you have an online directory for tradespeople, it is important to tell the story about who you are, what your online directory is about do and why people should sign up to your directory. This is what is going to help your business connect with the emotions of your target audience. It is one of the most powerful ways to get into the hearts and minds of your target audience, especially if people can identify with your mission.
For example, this entrepreneur shared his brand story in the entrepreneur subreddit. He shared his journey how he built his YouTube channel, and he received a lot of attention in the process. As you can see, he received over 1000 upvotes and lots of comments. So, get personal with your community. These personal details are relevant, and the more you are willing to share with your community, the better the results you’re going to get.
Your Brand Personality.
According to Investopedia, brand personality is a set of human characteristics that are attributed to a brand name. is one of the most important aspects of building a well-defined brand because it makes our brand more likeable and approachable. It is really important to communicate in a voice that your target audience can relate to and identify with. Essentially, having a personality humanizes your brand and makes you more relatable, which is going to get your target audience to engage with you.
The thing is, the voice you use when you communicate on your social media channels will really show off your brand personality. You want to position yourself as an easily identified and authoritative source for your area of expertise. And your followers will engage more with you if you communicate with them in a unique voice that they can relate to and is consistent across all of your social media channels. That is how you create brand advocates.
For example, if you communicate with your target audience in a cynical and sarcastic voice, this will resonate heavily with people who have an acerbic personality. It will make you stand out to them because they are naturally attracted to sarcasm. That is why they have chosen to follow you. What you cannot now do is to communicate in a sarcastic tone of voice on Twitter and then have a fun and quirky voice on Facebook.
You will not come across as authentic, and you will lose followers as a result. Once you define your brand personality on one social media platform, you need to be consistent with the same voice across all of your social media channels.
Your Customer Avatar
Now, this is one of the most important elements of defining your brand. You want to focus on building relationships with those users that are most likely to become customers. You need to have a clear idea of precisely who is most likely to want or need your products or services.
You need to know what your target audience wants. You need to know what their goals, interests, problems and challenges are so that you can understand exactly how your product, service can help them. This will give you the insights you need to effectively communicate with them.
Now, identifying your potential customers is the first step to getting into the hearts and minds of your target audience. This is essential because your customers and prospects are the only reason you’re on social media. Every piece of content you create and every single marketing message should be geared towards engaging your target audience and nobody else.
Your target audience is your most important commodity because they are your future customers and the future ambassadors of your business. They are valuable to your business because every one of them can make a difference to your business. They are the ones that are going to buy your products or spread the word about you in your community. This is why it is so important for you to identify your target audience.
This is why you need to identify exactly who the people are who are going to be interested in your products or services. You need to find out everything about them. You need to get inside their heads and work out what motivates them, what they are interested in, what their needs, hopes, fears, and aspirations are and what their dreams are. You have to understand that your product or service is the link between them and what they want. When you know this, you can specifically tailor every message or piece of content that you create towards them.
Your USP is a short, succinct and highly specific statement that captures the very essence of your business. It summarizes how your business, product or our service stands out from your competitors, and why your prospective customers should buy from you rather than anybody else. And the thing is, the right USP can make your business memorable.
The thing is, there’s always going to be competition. With this in mind, your USP needs to address a specific problem or challenge that is keeping your prospective customer up at night. That USP needs to resonate with your target audience and give them the confidence to believe that you can help them accomplish their goals or solve their most pressing problems or challenges.
Your USP clarifies why you’re in business and identifies the goals you’re trying to accomplish. It identifies the specific products and level of service that you provide and the purpose of your business. It specifies how your company’s core values. Your core competencies, and how those values contribute to the quality of your product or service. It identifies who your ideal target customers are, and what you do for them. Who do you typically help with your product or service? It also identifies how you satisfy customer needs rather than being focused on your product or service.
Your mission should describe the specific impact that your business will have on the lives of your customers, and how it will make their lives better. It needs to communicate exactly what your business is trying to accomplish on behalf of your customers, and precisely identify the means you’re going to use to serve your target market and keep them satisfied. Essentially, it specifies how your products or services differ from your competitors.
You need to understand the emotional appeal of your brand. You need to understand how your products and services are resonating with your customers on an emotional level. As you know, if our target audience do not have an emotional connection with our brand, then they are unlikely to ever become our customers. So, what are your customers saying about the way your products or services is making them feel emotionally? To find out how you’re making your customers feel on an emotional level, you need to review your customer testimonials, recommendations and online reviews.
Spend time thinking about the emotional reactions you want people to have to your brand and whether you’re actually getting those reactions from your customers.
What emotions are triggered when your customers and clients use your products or your services?
What emotions do your customers feel when they interact with your brand?
Make a note of how they describe your business, your products or your services in their reviews. You’ll learn a lot about your brand’s ability to connect with your customer base. What you want to know is, how are you connecting with the emotions of your target audience? You need to know how you make them feel. This is really important because you need to know if you’re developing that essential emotional connection that you need to develop with your customers.