A brand is more than a logo or a slogan. It is more often than not an intangible feeling or perception your audience gets after any and every interaction with your company - it encompasses everything from the ads they see to the customer experience and beyond.
Your company will have a brand whether you choose to invest in it or not. Of course, you can never have complete control of your brand, but by investing in branding from early on, you can influence and guide the perception you wish your audience to have. If you aren't building your brand on social (yet), now is the perfect time to start, and here's why.
1. Everything starts with your story
A strong brand starts with a compelling story - it is the foundation that guides all marketing activities. It's the first impression that determines consumers' next steps and actions.
A good brand story conveys your values, evokes emotions, and ultimately allows you to build loyal customer relationships. When customers identify themselves in and trust your brand, they go from one-off purchases to returning customers and hopefully become your brand's strongest advocates who sell your products for you.
2. Meet your customers where they are - on social!
With 4.4 billion monthly users reached globally, social media is the heart of communication, culture, behavior, and business. Just like TV was in the 20th century, social media is today the primary source of news and entertainment for a big part of the population, and thus, the place to grow your brand.
During the global pandemic, users got even more comfortable engaging with brands online, with 60% of consumers planning to shop online and spending an average of 2,5 hours a day on social media. With the rapid growth of online shopping, it’s more crucial than ever for brands to connect with consumers at every step of their shopping journeys with relevant and contextual content that reflects the consumers’ mindset.
3. Consumers’ shopping journeys are more complex than ever
Today, consumers have multiple touchpoints with a brand before making a purchase, and with the increasing competition of consumers' attention, every touchpoint matters. In addition, as consumers spend more and more time on social media, many (if not most) touchpoints of their shopping journeys happen on social - everything from discovery to purchase.
Different platforms also serve different mindsets and intentions. Understanding each platform's role in the funnel is instrumental in creating genuine connections with your customers. A full-funnel strategy allows you to communicate a coherent brand story, understand your customer's shopping behavior, and adjust your goals and KPIs along the way.
4. Social media empowers consumers to engage and interact with their favorite brands
Social media has changed the way brands communicate with consumers for good; they don’t longer talk at them but rather with them. Brands should leverage this unique quality by actively engaging and interacting with their audience. Participating in the social discourse makes brands more relatable and helps them create a greater sense of belonging with their audiences. Engage with your audiences, learn from their reactions, comments, and feedback to adjust your campaign accordingly.
With the rise of social media, brands also have the opportunity to show appreciation to their customers by showcasing their content with the products they love. Embedding authentic content from your customers is invaluable for customer relationships and reaching new audiences and markets.
Ready to make the shift to social-first brand advertising but need more strategy tips? Our next piece will cover how to build your content funnel at scale and the four pillars guiding you in this new digital advertising world.