Branding is an important subset of public relations. Branding is all about creating an “aesthetic” or “vibe” that is consistent and that followers can grow familiar with. Making a brand increases that value of the company and makes it easier to attract new customers. A consistent brand makes the company feel like an organic entity, making it more relatable and comfortable. Brand tone and aesthetic can be designed to feel more familiar and relatable to certain demographics. For example, a brand trying to appeal to a young hip crowd might use popular band music in their commercials. Branding can include a lot of aspects, and many of them have to do with social media. Here are some platforms to start out with.
Instagram is a great place for branding. It has a hipper vibe than Facebook and photographs are a great way to establish aesthetic. Using similar color schemes in all your photos, especially if they are taken with a consistent vibe and look, will help develop your brand. When one of your photos pops up in a customer feed, you want them to be able to tell right away that it’s your photo.
Facebook posts can combine a complex variety of media – text, video, images, and comment interaction. It’s important to choose a type of media that best suits your company and stick to it. Think of Facebook as a mini-blog. Developing consistent posting styles will make people like following you and even looking forward to the next product video – that is, if the content is good.
Twitter is a great place to establish a voice for your company. Companies on twitter are often more casual and personal in tone. It’s easy to interact with your followers – whether it is to professionally address a complaint or engage in friendly banter. Being fun and making your audience feel connected to you will help establish loyalty.
LinkedIn is a controversial site. Some people believe that it is not even worth investing PR efforts. But don’t forget that besides customers, you are also courting an industry of professionals, both competitors and business that may want to interact with yours. LinkedIn is especially important for brands with B2B business models. Many companies post regular blog posts about company areas of expertise. This helps establish authority and also allows people to engage in a real conversation about the topic via the comments and reposts.
Snapchat is a platform that makes it personal. It seems to be useful for companies attempting to establish parasocial relationships with their consumers. Companies will snap pictures and short videos of people on the job, making jokes and being average, relatable humans. Doing this consistently can help establish the personality of your brand.