Written by Nicola Hunter;
Your brand identity is everything. It can make or break you, in terms of your business and success.
This is why it is imperative to have an authentic voice on your social media platforms. What do I mean by an ‘authentic voice’? First and foremost, it means BE REAL. Get clear on exactly what you want your brand message to be. And build your social media around this. A strong brand identity goes beyond the products you sell, or the physical or online store you present them in- it means showing your audience the people behind the brand. Use your social media platform to show your passion for the product or service that you are offering. Digital media provides an avenue for your brand message to reach an immeasurable number of people. It truly is a powerful medium for marketing.
My absolute favourite quote about marketing and the importance of brand building is this from Philip Kotler:
“The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner”.
A simple way to understand this is to take the example of a plain white t-shirt. It would cost maybe $10 in Kmart. So why would it cost upwards of $500 by adding an authentic “Gucci” logo onto it? Because Gucci has a strong brand identity. Would you rather be the low-cost producer, always having to lower your prices to keep your customers? Or would you rather that your brand “spoke” to your audience through clever and effective marketing campaigns. Then the motivating factor becomes less about price, and more about the brand itself.
Strong brand identity is built through effective storytelling on digital media. The key is to build a connection with your audience. Have them feel a part of your brand. Build a community. Posting authentically on social media develops a brand loyalty in your online audience, which transfers into sales.
I have a tertiary background in both Psychology and Marketing, and it is constantly intriguing to me how many crossovers there are between the two. Principles from both need to be applied to your social media marketing strategy. I use Psychology principles to identify ways to connect to your target audience, then utilise these in digital marketing strategies. This creates an authentic voice within your social media because underpinning it is an empathy and understanding of your followers. I take time to understand who you are, why you are passionate about your business, what drives you, what lights you up. From this, your brand identity becomes clear, and your social media represents the real you. After all, we are all striving to connect and build relationships. Allow your platforms to solidify your brand identity and build those connections.
