What’s your company’s brand? Can you easily write out its essence, its strengths and weaknesses, what makes it unique? If not, then maybe you need to re-think your branding strategy.
The importance of having a company brand isn’t new—it’s just becoming more vital. Entrepreneur.com
Courtesy of The Marketing Bit said it best: “Your brand is derived from who you are, who you want to be and who people perceive you to be.” When your branding is solid, so is your company. It cements your personality—who can think of Coca-Cola without imagining a polar bear? Who references Tiffany & Company without a blue box and Audrey Hepburn in mind?
When you hear about a hot new social media tool, it’s understandable to want to create an account right away. However, since we talked on Monday about being on social media for the right reasons, this is a good time review a checklist to be sure this new account is right for your business:
1. Have I Analyzed My Audience?
If I asked you who your target market was, could you tell me? And I don’t mean just saying, “Um, females between 24 and 45.” That’s a good start, but what else about your audience? Where do they like to shop? What do they like to eat? Where do they eat? How do they get to work? Where do they work? What are their hobbies? What sort of websites do they interact with? Before you go any further with your business, you should be able to answer all these questions and more.
Here’s the rub: everyone explains to businesses that they need to be on Facebook/Twitter/Instagram/whatever is popular, but no one explains how or even why. When Facebook first exploded in popularity in 2009, thousands of businesses jumped on the bandwagon because if you were on Facebook, you were hip. (Or sick or whatever word the Gen Z’s have now deemed cool.)
However, when I talk to nonprofits who want to be on Facebook, they can’t really explain why. They often just give me a somewhat sheepish look and explain, “Well, we just feel like we ought to.”
And there’s their number one mistake. Social media may have a lot to do with ego, but just as there is room for only so many divas in a theater production, you can only fit so many companies on Facebook before all of their posts become clutter.