Generally, it takes about six to seven brand touches for people to remember a particular brand of a company. When it touches the people, it leaves an impression, which is very important in social branding. It may touch a new customer, current customer or people who are not interested in your product but they leave an impression, which may be positive, negative or neutral. The idea of social branding is to get as many positive impressions from the target audience. Social branding is all about consistency and the message you send across as to who you are, what you do should be consistent when you portray it to the world.
When you build up relations with customers the foundation you lay should be consistent and the message you send should be authentic and transparent. Another important factor of social branding is relevancy. The communication with customers should be done as a human being and not as a bot and the subject you discuss should be relevant to them and they should understand what you are saying so that they get inspired to connect and engage with you.
Building up trust with the social networking audiences needs patience because these customers check you out thoroughly before they buy from you. A good combination of consistency, relevancy, trust and value is what make these people change their buying behavior. Some of the combinations to create a good social branding are as follows.
You have to understand your audience, their demography and their problems so that you can create the right content, which is relevant and has value for them.
- The brand image and message, which you send across to the audience, is what determines the success of your company.
- Choose a brand name for social media, which is consistent in all the social media platforms.
- Choose 2 to 3 images and photos, which should be used consistently across all the social media platforms so that the audience gets familiar with your brand.
Social branding is all about knowing your goals and setting to achieve it using the right strategy and tools to provide value to your customers.