Page 7 - Brand Awareness ~ Defining Your Brand Voice
P. 7

and text “shorthand.” Plus, the signature          and Marketing, recommends creating
               line doesn’t look like anyone else’s at your       and sharing brand guidelines as an excellent

               organization. In other words, the branding         starting point. That way, your team will have
               is completely off — which could become             a framework to work within.
               a customer turnoff.

               Your employees represent your brand                 3       REVITALIZE THE
                                                                         BRANDING OF YOUR
               in everything they digitally say and do.                  SOCIAL MEDIA ACCOUNTS
               It’s up to you to teach them how to honor
               your branding so they can be exceptional           Over time, your social media business

               brand ambassadors. Scott Klinger, EarthLink’s      pages can lose their cohesive quality.
               senior vice president of Human Resources           This, in turn, can lead them to look
                                                                  cluttered, uninspired and unbranded.
                                                                  It can also give them a dated appearance
                                                                  that may turn off trendier consumers.

                                                                  Spend some time looking at your social
             Your employees                                       media accounts from a macro perspective.
                                                                  Is your corporate branding loud and clear?
              represent your                                      Are there any gaps? Look for lapses

                                                                  in your branding. Then, start to clean up
          brand in everything                                     your account. Take your time, though.

                                                                  You don’t want to tear apart your social
                they digitally                                    pages too much. Just archive or delete


                 say and do.                                      posts that no longer seem relevant after
                                                                  reflecting on your branding goals.

                                                                  For future posts, look to inspiration from

                                                                  companies leading the social media
                                                                  branding landscape like Slack, Shopify
                                                                  and GoPro. You don’t want to copy them.
                                                                  Nevertheless, learn from what they do that
                                                                  keeps people coming back for more.

                                                                  Mastering online brand awareness takes
                                                                  time and patience. Once you start getting

                                                                  momentum, however, you should see
                                                                  a direct correlation in your buyer conversions,
                                                                  retentions and re-purchases. That’s when
                                                                  you’ll know that you’ve hit upon a digital
                                                                  branding recipe that’s worth repeating.

                                                                  Rashan Dixon is a senior business
                                                                  systems analyst at Microsoft, entrepreneur

                                                                  and a writer for various marketing
                                                                  and business publications.

            7
   2   3   4   5   6   7   8   9