Emotional branding is about building relationships and giving the brand its long term value. It is about the experience which oftentimes closes the gap between the logical approach of the corporate culture and the emotional world of the consumers. How your audience get and consume information clearly explains how and why they connect with each other and with the brand persona. Indeed, you have to find the right language to reach the consumers emotionally when you share through the different social media platforms but still, you have to keep everything simple.
The funny thing about emotional branding and the idea of getting from where you are to where you want to be is literally letting a good flow of content flow from your employees. Somehow, your employees create the most impact in providing vital brand representation. They are your number one marketing asset for effectiveness, efficiency and success. Maintain your position through valued conversations and real time responses including providing instant solutions because you can no longer expect to win just by showing up your product!
Brand consistency across all marketing touchpoints is a challenge for every company, let alone each social network and while social media has been around for over 40 years, it wasn’t until after Facebook launched that companies began paying attention and recognized it as a powerful marketing tool. It entirely changed the marketing strategy about reaching out, connecting and speaking to your target market. Remember that a brand is more than a logo or set of colors, and it’s so much more than a cover photo. A brand is how you make your customers feel, and it’s built by taking a consistent approach across every interaction they have with your brand.
Whichever you choose, the most important thing is to ensure your profiles have a common thread that people will recognize as your brand. Branding your social media presence takes time and like your posting schedule, will need consistency, forward thinking and focus to implement. Over time, your customers will see the consistency in posts and begin to recognize when a post is from you without even seeing your brand’s logo or social media handle. This type of brand recognition is the ultimate goal for your social media branding efforts.
The trick is to write out your visual brand guide to include fonts, their uses and colors. Create photos and videos that keep your brand’s aesthetic and color choices in mind. The posts should flow seamlessly into each other. However, your marketing personas may vary across your social networks and if you use the same content across both networks, it’s possible that it won’t resonate the same way. I know it would be difficult to create multiple marketing personas to match with the specific social media network, but that is how it should be done! Create relevant content that matches the brand persona and then set your tone or voice where you cultivate a specific approach as to each social platform. This may include catchphrases, personality traits and vocabulary.
Here is what you should know, think, accept and reconsider before you strictly tell employees what and what not to do. While your own guide may only be for internal use, having it accessible to everyone in the company allows for people to refer to it when writing anything from marketing copy to sales emails. Everyone is on the same page and that cuts down on repetitive work so you can hyper-focus your branding, cater to a specific audience and serve up relevant content. Of course, it takes time to build brand recognition on social media and the most effective way to do it is letting your employees talk about their day in the office without coaching. That would be your new marketing strategy – your brand, your employees and their social media.
An employees personal posts can quickly go viral. Employee branding can be defined as an employer’s reputation among its workforce, or in other words, it is about how your employees value you as an employer. Have you even heard about employee branding and how it works? It’s not about ‘do your job and get paid,’ not anymore. The most important factor of a company is its reputation, which is not only in the way you work with prospects but nowadays, it also relies in your employees’ hands.
Isn’t it fascinating to see that even a single unsatisfied employee can influence the reputation, brand images, and, above all, an organization’s consumer trust? An employee’s voice is considered to be three times more credible than the CEO’s. So, word-of-mouth marketing by your workforce’s positive online presence can help get better online visibility to your company brand in the digital world. This can help in increasing the organic traffic in your online channels.
Educating employees about your brand will transform them into brand ambassadors, who can add value to the whole employee branding techniques you are looking forward to fulfilling. As an employer, the best that you can do is to let your employees help you build your brand. Teach them how to create a great professional brand image that adds value to the company and their career. After all, you cannot curtail the excitement of these people wanting to talk about their day to day existence and what’s not with your company so just like an app, make your policy user friendly!
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