4 steps to defining your brand on social



In today’s fast-paced digital landscape, establishing a strong presence on social media is no longer an option – it’s a necessity. Whether you’re a small business owner or an individual content creator, your brand’s identity on these platforms is critical. It’s the key to standing out, building credibility and connecting with your target audience. 


Here are the essential steps to define your brand on social media effectively.


1. Create a cohesive social media branding strategy


Your branding strategy for social media is like the GPS for your online journey – it’s there to guide you through your strategy and ensure you stay on the right track. Here’s how to lay the groundwork for your brand and create a solid strategy:


  • Define your brand identity: Start by getting to know your brand inside out. What are its core values, mission, unique selling points and target audience? This deep understanding will be the foundation of your strategy.


  • Set clear goals: Determine what you want to achieve on social media. Is it increased brand awareness, lead generation or community engagement? Your goals should align with your brand identity.


  • Choose the right platforms: Just because you can be on every social platform, doesn’t necessarily mean you should. Select the ones that make sense – like where your audience is more active and which platforms best fit with your brand identity.


  • Content planning: What will you be talking about? What kind of content do you want to post? How often do you want to post? At this stage, you need to outline 5-10 themes/topics – or what the Legends call “content buckets” – to help guide your content strategy and what kinds of content to create. Then you can decide whether you want to post more video than photo content (which we highly recommend – read why here) and how often you want to post. Keep in mind that consistency is key to maintaining your brand’s image!



2. The role of visuals, tone and consistency


Now, let’s talk visuals and tone. Visual elements play a pivotal role in social media branding. Your audience should instantly recognize your brand through visuals and tone. Think of your brand as a chameleon – adaptable, yet unmistakable. Here are some things to keep in mind:


  • Logo and visual style: Consistency is key. Ensure that your logo and visual elements, like colour schemes and fonts, remain consistent across all platforms. This visual uniformity helps in brand recognition.


  • High-quality imagery: Quality matters! Invest in high-quality visuals that align with your brand’s personality and values (that means ditching the stock photos). That being said, all of your content doesn’t need to be highly produced. In fact, more raw and natural video content tends to perform better across key social platforms like Instagram and TikTok.


  • Platform-specific visual strategies: Adapt your visual strategy to each platform’s strengths. For instance, Instagram is perfect for showcasing curated visual content, while LinkedIn might focus more on professional visuals. If you get stuck here, take a look back at your brand identity and see if your content is still aligned.


  • Tone of voice: Your brand’s tone of voice should reflect its character. Are you casual and friendly, or professional and formal? Whatever your tone, just be yourself – consistently. Though your tone can be dialled up or down depending on the platform (eg. TikTok vs. LinkedIn), you should maintain a uniform tone across all communications.


Each social media platform has its unique audience and communication style. Here are some quick notes about each major platform and how you can adapt your brand’s voice and tone to fit the platform while maintaining consistency:

‣ TikTok: TikTok is all about creativity and fun. Embrace a playful, energetic, natural and authentic tone to create engaging, short-form videos that resonate with a younger and entertainment-oriented audience. The key here is to be snappy and witty, so don’t be afraid to jump on trending topics!

‣ Instagram: Visual storytelling is key here. Utilize a creative and visually appealing tone to showcase your brand’s personality through images and captions. Be creative, tell stories and let your content speak louder than words. 

‣ Facebook: This platform thrives on informative and engaging content. Maintain a friendly, approachable tone to foster community engagement.

‣ LinkedIn: Here, you’re at a professional networking event. Keep it classy and maintain a professional tone, focusing on industry insights, networking and thought leadership to establish your brand as an authority in your field.

‣ X/Twitter: Though this platform is kind of a sinking ship (read why here), many brands are still utilizing X. It’s perfect for short, snappy updates accompanied by a conversational tone.


Regardless of which platform you’re active on, always respond and engage with your audience – this means both inbound and outbound engagement! Here’s how to maximize your engagement strategy to build a strong, loyal community:


  • Inbound engagement: Respond to all comments and messages from your audience. When your audience shares positive feedback or user-generated content related to your brand, express your appreciation. A simple “like,” comment or share to Stories can go a long way in strengthening your relationship with followers. Keep your followers engaged by encouraging conversations. You can do this by crafting your content and captions in a way that promotes discussions and questions from your audience. 


  • Outbound engagement: Engage with content from users who are either in your target market or relevant industries who may not be familiar with your brand yet.  Use hashtags, keywords and search functions to identify accounts and content that align with your brand’s values and target audience, then engage away! The key here is not viewing outbound engagement as a one-time interaction. It’s important to regularly engage with these accounts to build relationships over time.



3. Optimize your social media profiles for brand recognition


Your social media profiles are the digital face of your brand. Here’s how to make sure they’re primed for maximum brand recognition:


  • Profile pictures: Use your logo or a symbol that represents your brand as your profile picture, keeping it the same across all platforms. 


  • Bio optimization: Craft a compelling and concise bio that encapsulates your brand’s essence. Utilize keywords relevant to your industry for better discoverability.


  • Consistent handle/username: Ideally, your username should be consistent across all platforms. This uniformity makes it easier for users to find and connect with you across different networks.


  • Contact information: Make it easy for followers to get in touch. Provide accurate contact information and links to your website or other social profiles.



4. Leverage data insights and refine your strategy 


  • Data-driven decision-making: Analyze metrics such as engagement rates, reach, click-through rates and conversion rates to gauge the effectiveness of your overall strategy. To inform your content strategy, identify which types of posts, topics and formats resonate most with your audience.


  • Competitor analysis: Study your competitors’ social media strategies. What works for them and what doesn’t? Identify opportunities to differentiate your brand and improve your social media presence.


  • Social listening: Implement social listening tools to monitor conversations about your brand and industry. This helps you stay informed about public sentiment and emerging trends.


  • Refine and redevelop: Use the data-driven insights to refine your social media strategy continually. This may involve adjusting your content calendar, reevaluating your target audience or even revisiting your brand messaging. Be open to redevelopment when necessary to stay aligned with evolving trends and audience preferences.


Social media branding is all about being true to your brand while giving your audience a reason to hit that “follow” button. It’s also not a one-size-fits-all endeavour. It’s about strategizing, learning, adapting and evolving. Keep a finger on the pulse of your audience, leverage your data insights and always be ready to refine your strategy for a brand that resonates and endures.


Related articles:


Why video is a must on social media

How does the Instagram algorithm work in 2023?

How does the TikTok algorithm work in 2023?


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