if you are curios about brands, whether its your or not, you will be faced with this question; How is your brand personality determined?
imagine we are referring to your personal branding & Blogging, It will mostly be determined by your verbiage and style of communication, as well as the kind of phrases you write. Your brand voice exposes the category your brand falls into, whether it is corporate or academic, etc...
When designing a company’s brand image, the problem is that rigid guidelines can restrict you. Your brand’s persona have to cater to different taste across geographies, so like an individual persona, it has to retain some elasticity. Like the foundation or baseline or a central character that can convey a message in different tones. For example, your blog posts may appear enthusiastic, educational and professional, while the promotional copy for your social media shares should probably be less explanatory. Lets explore divergent ways of leveraging our brand persona with some select social media platform
Instagram is the place for Business to Business (B2B) and Business to Client (B2C) companies. On this platform, you can drive brand engagement and awareness with positive visuals and copy. that is on Instagram, you can use the classic marketing tone. The line that divides branded content and UGC (user-generated content) is quite blurry. Also, it is more challenging to spot Ads, especially from influencers with undisclosed relationships with brands. When it comes to hashtags, Instagram is quite friendly towards the use of hashtags. According to SproutSocial, about 80% of all users follow at least one brand, while 7 out of 10 hashtags on Instagram are branded. It means that you should be as clear as possible about what you want your followers to do – click the link in Bio, tag a friend, or swipe up for a free trial for those running ads.
Facebook is an exciting opportunity for any brand being that it’s the most extensive social media network in the world. With 2.27 billion monthly active users, it’s very challenging to stand out and maximize your reach. You need a distinct and very outspoken brand persona and identity.
With facebook your content should be accessible, familiar, and slightly informal. Unlike Twitter or Instagram, Facebook’s user group is more intergenerational. That’s why the emotion that dominates the platform is nostalgia. The content that can recall the “golden years” of your readers resonates best, whether you want to reach out to Millennials recalling the 1990s or Baby Boomers. On the other hand, if you can’t appeal to nostalgic content, you can use particular calls to action, such as – join the debate, develop an opinion, and inform yourself. Have the content tell your audience that there’s a larger conversation happening without them. Facebook audiences want to be entertained, so hit them with your most potent and most human content.
Active Twitter content is quick and witty. There is so much conversation happening so fast that brands often can’t move quickly enough to keep up. It is the platform of instant information, and people there want to know what’s going on this very second. Twitter is no place for old news. That’s why you should use it to experiment with your brand persona because Twitter users appreciate a more daring and experimental voice. If you have any humorous and funny content where you’re trying out some jokes, you should use Twitter as your experimental ground. To maximise twitter get contents that have something funny or something valuable to add to a conversation.
According to Pew Research Center, LinkedIn is mostly used by people in the 30-49 age range. Most of them are college graduates in urban areas. The number of LinkedIn users increased to 500 million between the years 2016 and 2017. Being a professionally-oriented social network, people go there to look for jobs or to offer them, as well as share valuable content. That means that your LinkedIn Content should take the readers straight to the point, without beating around the bush. The competition is a lot less fierce than on Facebook, but you’ll still need to give a fresh and unique angle to your material to attract your audience.
To conclude, your brand Persona does have to stay coherent across all social media channels. However, every social network is specific and attracts different people. The best brand persona strategy is to have an inner brand voice, but deliver your messages and engage in slightly different tones that resonate the best on each social network.
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