This article provides tips on how to brand yourself online. You can use content marketing and blog writing to connect with your customers and how to make their experience on your page so positive, that they want to tell others about it.
Content marketing: Building an organic, authentic community
When was the last time you changed your Facebook profile picture? Your page’s background image? Your latest post’s image?
If you haven’t – what were they?
As a marketer, I’d like you to think about these moments – like the time I snapped this picture of you just before the Facebook Live event last week – as moments of time. They’re not your “home” images – they’re not the ones you show to your closest friends and family. These moments are the moments of time that you spend connected with your customers – connecting with them and building a community that lasts. It’s the time they spend reading your posts, liking your posts, and interacting with you on your page. It’s the time they interact with you on your page that you connect with their world – the world of your customers.
If you change your profile picture to this (a photo of you with the World Cup logo behind your head), does this picture create a more trustworthy community? Does it represent a new you, that the community will be more loyal and open to your messages? Does it show a new sense of humor, a new sense of eye color, a new sense of dress sense? Does it show a new sense of integrity? Does it show a new sense of passion for your business, your customers, and your causes? Does this picture turn your page into an open forum where customers can talk about you?
Does this image let your customers and fans talk about you?
If your answer is no, then this picture may not be the best choice for your brand.
2. Why should I care?
This is a question I like to pose to all my clients, and it’s an important one, too. If you’re not sure why you should care, then this is the moment to pause and think about it.
If you’re not sure why you should care, then this is the moment to pause and think about it. If you’re not confident you can communicate your vision clearly to your customers and fans, then this is the moment to stop. You’ll spend a lot of energy, time, and money developing a brand that your customers don’t care about. What are you going to do with that money? That’s a big waste.
It’s possible that your business can grow enough to make that a waste. If you’re in doubt, then this is the moment to pause and think about it.
3. What images should I use?
This is the moment to pick which images you’re going to use for your new brand image. If you’re using the same images that you’ve always used, then your customers and fans are going to get bored with them and move on. You’re going to have to keep showing fresh and new images to keep them interested. What you want to do is pick some images that are at least different, if not different enough to encourage a little imagination on their part. Your images should be enough that when your customers see them, they start thinking about your industry and your brand. When they see your brand in action, they are reminded of what your company does. That’s what your images should do.
Associated With Your Business
The images you pick should be ones that you are proud to have associated with your business. Of course, you don’t want to have anything to do with anything else that you’re associated with. Remember, you want to pick images that will stick in the memory of your customers. Images that are related to your business, images that you are proud to have associated with your company. So if your business is “gifts,” then you don’t want to be associated with similar images as “gifts.” You want to add something more unique or different. In this case, you could be more related to words like “unique” or “uniquely designed.” The key is to pick images that are not necessarily related to your business, but are close to it.
I just said you want to pick an image that is not necessarily related to your business, but close to it. That means that your brand image is close to the nature of your business. If your business is “gifts,” then your brand image should be related to related words like “unique” or “uniquely designed.”
Use It Everywhere
Once you’ve picked your brand image, you want to use it everywhere. Your brand image should be used on your logo and on all printed materials and on your website. Everything your customers see should incorporate your image. Your company should have a consistent look and feel. Your company’s name, logo, text, background, and buttons should all be in your brand image. The way you use your brand image should reflect your image.
So if your business is “gifts,” then your logo should be similar to related words like “unique” and “gifts.” Your logo should be similar to how you say “gifs” and the way your logo looks. Also, your print materials, your website, and all your promotional materials should have your logo.
This is an important step, because once you’ve established this brand image, it will be much easier for you to use words like “gifting” and “unique gifting.” The branding process itself can be exhausting, especially if you have a huge list of words. But using words like “unique” will help you narrow down the list of words to use when you’re advertising your business. So it will be easier and quicker for you to select the best words.
Words Are One Step Closer To Your Business
The next step is to actually use these words in your marketing efforts. You want to be sure that your customers recognize these words as coming from your company. To do this, you want to make sure your web site and all your printed materials have your brand image. You want to make sure your customers are actually searching your company for these words.
On your website, try entering words related to your business and see what comes up. Try searching for “unique gifting” and see what comes up. If there are a lot of pages, it’s a good idea to try searching for “unique gifting company” and see what comes up.
You should also make sure that you include your logo in your web pages. Try to include it in everything. Your branding message should permeate everything you do.
If you’re doing an advertising campaign, make sure you’re doing both television and print advertising. Because TV advertising is such a powerful form of advertising, if you’re doing an advertising campaign, it would be a good idea to try doing a print ad and a TV ad. It would be a good idea to have a print ad on the same topic as your television ad. And once your branding campaign is done, try doing a print ad that’s on a topic similar to your branding campaign.
Related Video: Branding 101: How to Brand Yourself or Your Business (Branding Strategy Basics)