So, you’ve got a great logo, a well-crafted vision statement, and your website is looking better than you ever imagined it could! Now what? What steps can you take to elevate your brand to the next level? One strategy, in this regard, is to focus on cultivating greater visibility. And that, as you’ve probably already guessed, means strapping your logo and all it stands for on your back and diving, head-first, into social media!
Don’t worry. It’s not as wild and crazy as it sounds. Social(media)izing your brand is simple—especially if you focus on the following four key components.
Know Your Brand
This one goes without saying, but I’m saying it anyhow: Do not create a single social media handle or post for your new product, book, or blog until you know, better than the back of your own hand, the essence of your brand. What is your purpose? What is your vision? What underlying principles are important to the work you do? Do you have a well-crafted logo or a signature photo? Good. Keep it consistent across all platforms. Do you have a color scheme? Good. Keep it consistent across all platforms, too. Do you have a style guide for written content? Good. Stick to that on social media posts as well.
Know Your Audience
This one should probably be first on the list. In my book, knowing your audience is equally important as knowing your brand. Of course, to figure this out, you could send out polls and study demographics and marketing analytics all day, every day. Or you could just take your curiosity to the digital streets and do a little investigating on your own. Find a few digital channels comparable to your own brand/product/goal and take a look at the type of individuals following those channels. Are they male, female, non-binary? What age range do they tend to fall in? What other social channels do they follow? Are they obsessed with hair and make-up influencers; monster truck vloggers; celebrity channels? Get to know them, like what they like and follow who they follow, and share and love their posts! These people are your audience, too. And they have the power to make or break your brand!
Be Natural
Just as your brand is an extension of you, so too are your digital channels. So be true to yourself! To me, this means keeping your photos un-touched and posting real, authentic content. Carefully crafted graphics work some of the time and they definitely do the trick to catch the eye of scrolling public. But people will like and share your content because it relates to them—and for that, your content has to be authentically you!
Interact
Can you imagine going to a pool party or a cocktail party and not talking to a single soul? Well, that’s how awkward your brand looks on digital channels when you don’t interact with other users. The word social is half of the term social media because it is an interactive space. So, get out there and go for it: like content posted by your friends and colleagues; follow channels whose audience is similar to your own (influencers, brands, organizations, and even strangers—really, anything goes!); and comment on all the posts that speak to you!
Ashley Henyan is a digital marketing consultant, a freelance writer, and the executive director for the American Red Cross of Lowcountry South Carolina. Previously, she held leadership roles in digital communications and media relations with the Red Cross (the 2017 Harris Poll Non-profit Brand of the Year). Ashley has-developed curriculum and trained hundreds of staff and volunteers across the United States in courses like Leveraging Your Story on LinkedIn and Social Media Story Telling. She has been invited to discuss social media marketing and brand visibility on various podcasts and with local and national associations. Ashley has played an integral part in award-winning social media campaigns including honorable mention recognition with the PR Daily Content Marketing Awards and numerous Silver Telly Awards for Branded Content. She holds a B.A. in government and politics from the University of Maryland and an M.A. in English and creative writing with a concentration in screenwriting from Southern New Hampshire University. Ashley’s work as a ghostwriter has appeared in national and international publications including Yahoo News, China Global Television Network, and The CEO Magazine.
Stephen Colwell serves as CEO and head of strategy for Clarify Media and Completing, two Southern California–based firms specializing in marketing and project management. With over 10 years of hands-on agency experience as a copywriter, brand strategist, and project manager, he brings a broad and deep range of both marketing and operations expertise to the community. From strategy and design to growth and performance, Steve offers a rare mix of creative and analytical thinking toward helping creative professionals, teams, and small businesses accelerate their progress and achieve more. He has led project teams responsible for over $100+ million in annual revenue across four continents. A certified Agile practitioner, Steve is fanatical about helping others work in teams more effectively and operate at their best using the same proven routines practiced by today’s top-performing companies.
Tamian Wood, winner of numerous print and cover design awards, uses art, photography, typography, and digital collage techniques to create book covers that sell. She works with several publishers and a growing number of indie authors. Tamian’s most famous client to date is Pope Francis, whose Encyclical Letter won first place for cover design. With over 25 years in the design trenches, she is also a partner member in good standing with the Alliance of Independent Authors (ALLi) and a co-judge for a monthly cover design contest at Discovering Diamonds Historical Fiction Review site. Tamian has a weekly featured post (Critique Corner) at the Writers of Non-Fiction Facebook group. And she is the director of the LinkedIn group, Authors’ Resource. Tamian holds degrees in computer science and graphic design technology and is a proud member of Phi Theta Kappa National Honour Society.
Robert Moskowitz is an award-winning independent professional writer who has written and sold millions of words in just about every format over five decades. He instinctively sees the big pictures, breaks each one down into coherent slices, meaningfully prioritizes and sequences those slices, and then executes the tasks inherent in each slice in very productive ways. Put more simply, Robert knows how to succeed as an independent writer, covering all the bases from soliciting assignments to delivering polished work, from pricing jobs to budgeting and managing personal finances, from organizing a conducive office environment to establishing and following sensible guidelines regarding life, work, and productivity. Having done all this, and having paid attention to how he did it, Robert is now in a position to pass along what he knows to others.
Meggin McIntosh, the PhD of Productivity, is an award-winning professor who now works with academics who prefer overjoyed to overwhelmed. She is a former university professor and administrator and currently a coach, author, and workshop leader. People who are overwhelmed, and would prefer to be overjoyed instead, are the people I’m fortunate enough to connect with.