A lot of emphasis is being placed on businesses using social media. Countless companies are reaping the benefits of participating in these online forums. Likewise, some companies are suffering for their lack of presence. In any case, social media is causing a shift in advertising and the way advertising works. In the midst of it all, however, companies must not forget that brand-building is still extremely important.
Just as traditional advertising methods aim to create familiarity, brand awareness, and build trust, the same holds true when you transfer your efforts online.
Twitter, specifically, is capable of becoming a very useful branding tool when used properly.
Here are a few tips for building your brand on Twitter:
Determine what feelings you want your audience to associate with your business. Seth Godin describes this as “telling your story.” Are you a restaurant that offers a fun and relaxed atmosphere for your patrons? Then be sure you are posting tweets that are down-to-earth and friendly. The first step is in knowing exactly what you want to portray. Need more help with determind your brand? Check out this previous post.
Visually brand your Twitter page. There is nothing worse than an Twitterer who refuses to upload a picture. Your picture and background image is a tool that should be used to your advantage! Visually branding your page reinforces your company image, allows Twitterers to recognize you at a glance and paints a memorable picture. It does not have to be anything over-the-top, but simply branding your page even in your company colors makes a huge difference.
Be human. The beauty of Twitter is it’s ability to humanize companies that seem “out there.” If you come across as a spammer or a robot, your brand message will instantly be lost. It will appear as if you don’t care about the Twitter community because you are not offering anything of value. Being sales-y all day is the quickest way to turn off your audience to your message.
Remember branding takes time and repeition. Branding is not about instant gratification. It is about building an image over time. Do not get discouraged if your followers have not jumped into the thousands right away. Keep reinforcing your message to build famliarity and trust. When you are participating in Twitter for branding purposes, you are thinking “long-term” not a quick fix.
