The Social Observer

The Social Media Marketing Blog by SNHU Students

How to Build A Strong Online Brand Identity

Have you thought about starting your own business? Do you already have your own business, but you social platforms could use a boost? Wherever you are in your business journey, applying these simple tips can help build a strong brand identity on and off-line.

https://www.virlan.co/education/tag/strong-Hadian, S. (n.d.). Strong brand identity. Education. Retrieved January 24, 2022, from https://www.virlan.co/education/tag/strong-brand-identity/brand-identity/

1. Brand Consistency

Consumers in this day and age are drawn to brands with a strong social media presence and involvement, as well as products tied to good causes, discounts, and peer evaluations. Your company’s long-term success and growth are based on the client experiences you provide. Buying from a well-known, liked, and trusted brand is more common these days. This is brand consistency.

Coke A Cola

Brand consistency is important within the company as they have not changed their original logo since the 1900s. That bright red script brings loving customers to convenient stores and more every day just to purchase Coca-Cola products and paraphernalia. There are a couple of reasons why brand consistency would be in the benefit of all brands such as Coca-Cola. Coca-Cola offers over 200 different product brands underneath the Coca-Cola umbrella. With all of these companies to manage it is important that Coca-Cola takes the time to formulate and market each specific brand to eliminate issues surrounding brand confusion.

2. Connect With Your Audience on a Personal Level

Appealing to the emotions of your intended audience is one of the most effective methods of connecting with your target audience. You’ll be able to put your logic aside as a result, but you’ll also be able to establish a more personal connection with your potential customers as a result. Millennials are considered to be the first generation of digital natives.

According to a study in National Restaurant News, Chipotle responds to more than 83% of its Facebook followers’ comments, and 90% of its Twitter followers. Beyond that – the company responds in a way that makes consumers feel like they matter. This takes time and effort, but it is effective

(Unmetric, 2018)

Feeling connected is important to most people. Aside from that, people want to be able to relate to the fact that they are conversing with someone real. By signing all of its social media posts, Chipotle succeeds admirably in achieving this end goal. The company’s social media channels have a few different “voices,” all of whom sign their names at the conclusion of each post with their initials. This extra personal touch contributes to the development of a closer relationship with customers, resulting in improved brand awareness and loyalty.

3. Get Involved

Rampton, J. (2015, January 7). 10 ways to give back to your community. Inc.com. Retrieved January 24, 2022, from https://www.inc.com/john-rampton/10-ways-to-give-back-to-your-community.html

The brands with a strong social media presence and involvement, as well as products tied to good causes, discounts, and peer evaluations, are attracting the attention of today’s consumers. The quality of the client experiences you provide will determine the long-term success and growth of your company. Shopping from a well-known, liked, and trusted brand has become more common in today’s society. This is an example of brand consistency.

Participating in a community service initiative and doing good for the community is not only beneficial to the individual, but it is also beneficial to the business. Volunteering will not only help to develop community leaders within your organization, but it will also demonstrate to the public that your company is committed to making a difference in the lives of its customers and employees.

4. Understand the Value of Influencers

Customers find influencers more relatable because they know them personally. People are more likely to buy products that are part of social media fads due to the social media hype. This means they are ideal candidates for Facebook ads and other social media influencing. In other words, they have a lot of power over potential customers. They also help build consumer and brand awareness.

“According to CivilScience, a consumer and marketing intelligence company, 53% of Gen Zers are most influenced by social media comments”

(Needle, 2021)

Social media influencers are similar to celebrities in the internet world in that they have a significant impact on the purchasing decisions of potential customers. They are also known as “influencers” on social media. Furthermore, they contribute to the improvement of your customer acquisition rate as well as the promotion of your company’s brand.

Buyers are already influenced by their peers in the environment, and thus creating a fixed persona of their buyers can aid their ingenuity as a company in the development of new products. It is possible that having a large number of people talk about a product will make it more appealing to a customer who had not previously considered it. It is as a result of this that customers’ interest is aroused.

Butcher Box

Founded in Boston, ButcherBox believes that more people should have access to high-quality grass-fed beef. To get started, CEO and founder Michael Salguero ran a successful Kickstarter campaign that raised $210,000. ButcherBox got a lot of attention from health expert Chris Kresser during the Kickstarter campaign. ButcherBox was soon on the radar of health-conscious carnivores after Salguero reached out to various paleo diet advocates, along with food and health bloggers. Today, ButcherBox serves over 10,000 clients and generates over $20 million in annual revenue

5. Stay up on current trends

The ability to make accurate forecasts is enhanced by keeping track of current events. Every business owner is required to perform some form of forecasting on a regular basis. If you are aware of current patterns, you will be able to make a better and more accurate prediction. Marketing and business ownership become significantly easier when you are able to “predict” what is going to happen in the future. If you don’t keep up with current events in your industry, it’s impossible to make predictions. Following trends and putting them into practice in your organization will help you become a leader rather than a follower. Who knows, you and your company might end up being the ones who set the trends one day!

IHOP

Twitter reacts to IHOP changing its name to ‘ihob’. SFGATE. (2018, June 6). Retrieved January 24, 2022, from https://www.sfgate.com/food/slideshow/Twitter-reacts-to-IHop-changing-its-name-to-IHob-182172.php

When it announced the name change, IHOP changed its name to “International House of Burgers” in order to draw attention to its burger offerings on the menu. They couldn’t help but take advantage of the publicity stunt as a marketing opportunity. Restaurants such as Wendy’s, Burger King, White Castle, and other fast-food establishments have jumped on the social media bandwagon in response to negative feedback about their menus and service. Many of the companies also made light of the situation by making jokes about changing their names on Twitter. Unexpectedly, an advertising campaign to promote IHOP’s hamburgers evolved into an industry-wide competition that garnered widespread media coverage and elevated a number of restaurants to national prominence.

Category: Advanced Tactics, Blogging, Personal Branding, Social Media Marketing 101