5 Strokes make your brand more social

140 Words Guide

Knowing your brand personality and audience, maintaining a consistent style and speaking at the right time, and posting valuable information will help you improve your brand's impact and increase your brand awareness. Through the understanding and practice of these five simple recommendations ① establish brand personality ② determine the audience ③ to maintain a consistent style ④ grasp the opportunity ⑤ more practice, you will be more comfortable with your audience communication.

written in front of the words

This paper mainly revolves around the concept of "brand sound", and "brand voice" can be simply understood as the enterprise/brand image and style displayed in the process of communication with consumers.

on how to determine the brand voice and how to transfer the sound, this article puts forward 5 aspects: Establish brand personality, determine the audience, maintain a consistent style, grasp the opportunity to do more exercises.

In short, it's like a process like this: first you need to determine the style of your brand, to determine the style of communication, but also need to understand the audience and lock the audience's social media, so as to select social media, and then need to choose a good time to engage in communication and communication with audiences, Deliver a brand voice to them; In order to ensure the quality of communication, consistent style is essential in the process of communication and requires regular communication and practice.

There are a lot of details and some interesting examples (such as woot!), you will find a lot of surprises after reading.

Soft Wen has been the "luxury" of the social media era

What kind of information can your brand convey to consumers on the platform of social media?

We are entering the golden age of social media, and the "luxuries" of trying to compress words, information without substance, are no longer affordable to companies (for example, "We are the best!"). Please believe that we have provided the information to accept our recommendation "the kind of text that can be considered to be of little value whatsoever."

On the other hand, companies can no longer simply opt to "quit the game" or remain silent, such as Northwestern Mutual, a classic "The Quiet Company" advertising strategy, until a few years ago. (Translator: Northwest of the United States is a well-known financial services company, mainly providing investment advisory services, various insurance business; it has always been the concept of "wine is not afraid of alley deep" style, but in recent years it has significantly increased external communication propaganda)

Social media channels are growing, and the demand for low-cost, instant communication is growing. Just as the presidential candidates face a 24-hour continuous monitoring of the news media, companies are increasingly being asked to respond to consumers through multiple social media platforms. Obviously, for the enterprise, there is no time to hesitate now.

In order to be effective in marketing, what businesses need is an ongoing and compelling brand voice: a voice that will not hesitate, will not be evasive, will not remain silent. Here are 5 ways to help you be confident about sharing your corporate information and delivering your brand voice.

Five ways to help you better deliver your brand voice

#1: Identify your brand personality

Most of the small businesses are organized, and over time their customers and services are growing, and as they grow, they gain a reputation for being able to run business effectively. You need to spend some time identifying the personality traits of your company and why consumers choose you, which is a key factor in determining your brand's voice. Is your brand personality serious and professional? Is it not complacent and innovative? Or is it full of humor?

Perhaps you will find yourself needing an effective exercise to determine your brand personality. You can compare your corporate brand to a type of car, or to a chain hotel, or a CEO, and so on, and then think carefully about which personality is the most representative of your brand. You're more like Richard Branson. The founder and CEO of the Virgin Brand is a eclectic, creative and adventurous "hippie capitalist", the Virgin Group, which he founded in 1970, is now Britain's largest private enterprise, The style of owning more than 200 large and small companies, involving aviation, finance, railways, records, wedding dresses and condoms, or more like Bill Gates (translator: Microsoft founder and former CEO)? More similar to land Rover (translator: British SUV brand) or the Prius (translator: Toyota Motor Company's hybrid car for the city)? More Ritz Carlton (translator: International chain of high-end hotel brand), or more Motel 6 (translator: Chain Motel brand)?

You need to identify your personality and your speech will be more persuasive.

#2: Identify and identify your real audience

As any comedian will tell you, even the same performance will get a different effect in different rooms. Therefore, you need to know your audience, to know those who will accept your message and identify with your brand.

For example, if you have a business-to-business business, posting your professional service information on LinkedIn and Google + will bring you more loyal customers than Twitter, which is more diverse than the audience type. What you need to do is not just to be close to your audience on a temporary basis, but to integrate your brand and apply the resources you have to the communities that can respond to the messages you send.

In addition, you need to join relevant organizations and forums in your industry, and you need to participate in discussions and interactions by providing insights related to your field of expertise. While it is important to measure your brand's Klout score (translator: Social impact assessment Tool), this score is almost meaningless when you're talking to a wrong group. If you want to know more about your tribe, you can get a lot of valuable demographic information about this group through Facebook insights.

#3: Maintain a consistent style

Maintaining a consistent style is the golden rule for brands, so when you're delivering information to consumers, you need to make sure that the style you use to communicate with them is familiar. Of course, there is no absolute right or wrong way to communicate, but you need to keep the same way.

For example, the online newsletter company MailChimp homepage, the naughty cute close-up is their mascot, which also hints at their relaxed and humorous way of communication.

Whether it's posted on Twitter, "You're the most popular, my human friend." EEP (translator: Scream) eep! "This tweet, or the humorous irony of" The pioneer of banana technology, "is the expression of its own style-the unofficial informal but full of humorous style.

Again for example woot! (Translator: The famous American group buying website), when you click on its Web page, the above presentation is not the usual product information, but the daily product of the first tweet interesting comments. In short, whatever style of communication you choose, be sure to keep it that way.

Woot! 's slightly sarcastic, humorous product description has always made consumers feel interesting (and willing to buy). (Translator: This is the first day of the woot! website, its first push product is this camera.) Maybe it's the truth-if you ever wanted your wedding photos to be more beautiful, you should be doing a better wedding, actually.

In any case, do not speak on the Facebook page in an authoritative tone, while quoting Gandhi on Twitter, or uploading a hilarious office décor video on YouTube. Irregular multiple personalities can only make your potential consumers feel uncomfortable.

If social media work is assigned to different employees in your company, then you need to make sure that they understand your brand personality (see the first step) and communicate with the consumer based on it.

Woot! used this slightly ironic tone to convey brand humour. (Translator: This is the first day of the woot! website, its first push product is this blanket. When you are trying to escape the catch of the French and can only secretly sleep under the bridge, all you need is warm and can quickly entrainment things.

#4: Time is everything.

When you try to build a trustworthy brand image in the marketplace, the timing of speaking is usually decisive. Getting involved in a conversation too quickly or waiting too long may make your appearance seem too hasty or you will disappear.

Regular content contributions will convey the message that "someone really is paying attention to your brand development"; If your last blog or status update was six months ago, it would tell you how much time and energy you spent, which would affect your persuasion.

If the only content on your social media platform is the same as the content in this picture, your readers/followers will feel that you are not good at communicating.

In some ways, with this "need to go out" pressure to participate in social media, you can easily have to say something about the pressure, but whatever it is, you need to participate in communication, at least you need to use these social tools. By understanding the general situation of the conversation, you can avoid situations that are abrupt or stupid because you suddenly join, and you need to browse through comments and feedback before you start communicating.

#5: Keep practicing trying to make people progress

In fact, hesitation comes from a lack of self-confidence, and nothing can help you build self-confidence faster and better than actual practice. Fortunately, the web provides us with enough opportunities to improve our ability to deliver brand sound. So you might as well start practicing from your corporate blog, and you can build a library of elite articles to "showcase" your expertise.

These articles can be edited and sorted into different directories to enrich the information you provide. Contact some online books and blogs and blog sites and try to post articles on them as content contributors. In addition, by posting high-quality tweets, updating Facebook or contributing content to LinkedIn, you can also create influential voices in your industry.

wrote in the last words

All in all, knowing your brand personality and audience, maintaining a consistent style and speaking at the right time, and posting valuable information, will help you improve your brand's impact and increase your brand awareness. By following these five simple suggestions, you will feel more and more comfortable communicating with an increasing number of audiences. In the end, you can learn how to communicate with them in a way that consumers can accept, to express their opinions and to deliver a brand voice.

Welcome to share your views under the comments!

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Compiling @allisonzhao

This article link: http://www.socialbeta.cn/articles/5-tips-for-social-branding-2012.html

Original link: http://www.socialmediaexaminer.com/5-tips-for-making-your-brand-more-social/(to turn over the wall)