Although the dictionary definition of a brand is: “a category of products that are made by a particular company and all have a particular name”. The term has evolved into a much more encompassing and complex idea, when you are talking about your “brand” it means what you or your company deems important and what you represent in general, both in an industry context and a social context. For example, Unilever the company that produces well-known household products invests heavily in sustainable living which they use to brand themselves as an environmentally friendly company. So how can you tell your brand story on social media?
1. Create Emotion
Most of the world’s most successful brands don’t elicit the image of a product when their brand is mentioned. They convey or elicit an emotion: Nike = Strength/Athleticism, Mercedes = Luxury, JPMorgan = Power/Prestige. This is what you should try to transmit to your followers and clients through social media. Is your company dedicated to a cause, ideology or anything else with a social impact?
You can use the same tactics to invoke an emotion that will slowly be associated with your brand. If you doubt the results of what is known as emotional branding look at the loyalty brands such as Apple, Coca-Cola and Nike have developed by promoting a feeling instead of only their products.
The axiom: leaders lead and the rest follow is something you should keep in mind when creating content for your social media network. Invest in original images created either in-house or by freelancers. Using an in house design team is of course much more beneficial, due to the availability of immediate feedback, modification and brainstorming. Also, the team can develop a certain aesthetic which will only further reinforce your brand.
Being a product and company based on visuals you’d expect GoPro to deliver on their social media…and they unequivocally do, but they also manage to engage their customers by asking them for content created with their products. Their Facebook page is an amazing cornucopia of their customers doing amazing things, and that’s one of the emotions GoPro tries to associate with its brand: Being extraordinary…or as their tagline says: Be a Hero.
3. Their Story
GoPro is a great example of the power of telling your brand’s story through the people that use your products. Ask your customers and clients to tell their story about your brand. Testimonies have been used in marketing materials for decades…arguably as long as marketing has existed. If your content creates a powerful enough response it could even become viral like Dove’s Real Beauty Campaign.
Although you may initially want to market your brand within a certain niche, you might want to avoid it if you want to take full advantage of the power of social media. Making content and your brand relatable will help maximize your exposure and potential customer base. Although BMW, Mercedes, Audi (ok it’s a Volkswagen commercial, but Audi owns the company so there) and Tesla can arguably be considered niche luxury companies, the content they create is…well its relatable take a look:
This is an excellent example of what not to do. Mercedes targets its commercial at a very niche realm. To understand the commercial you must know: that the diners are well respected Formula 1 drivers, they are on rival teams (one of which is Mercedes) and in the final scene which team is sponsored by Red Bull (which is a team on its own but I don’t expect you to know that).
Tesla does the exact opposite of Mercedes and goes with a theme that everyone can relate to, getting a parking ticket and a humorous (if not accurate) solution to the inconvenience of getting a ticket.
Do you know of other ways to tell your brand story via social media? Let us know in the comment section below.