Branding 101

Feb. 17, 2014

When first establishing your company’s online brand, it’s hard to know where to begin and can sometimes be a bit overwhelming. First, let’s begin with a basic understanding of exactly what branding is. I define branding as the process taken to establish a company’s personality among the public. For instance, let’s try a little word association with some popular brands. When you hear “Volvo,” you think “safe.” When you hear “Coca-Cola,” you think “classic.” When you hear “Apple,” you think “innovative.” The reason we associate these words with these specific brands is because they strategically positioned themselves in this way in the minds of the public. Use these guidelines below to help you establish your brand and communicate it through social media.

  1. Word Association   A good place to start is to choose a word with which you want the public to associate your company. Then, as you use social media, make sure that this idea is consistently communicated.
  2. Brand Promise   Make sure your brand promise is clear to your customers. What good or service do you provide? Why is your company better than others in your market?
  3. Brand Personality   If your brand were a person, how would it act? This step is crucial in today’s world because of two-way communication. When people communicate with your company through social media, they don’t want to feel as if they’re talking to a machine. They want to know that there’s a real-life person behind the Facebook profile. Whether you’re a professional, no-nonsense company or a more laid-back, casual company, establish a personality and stick to it. Check out 7 Tips to Find Your Brand Personality. Although this article is geared toward financial institutions, it has some great information.

After using these steps to establish your brand, translate that to all of your social media outlets in order to remain consistent. Consumers should be able to identify your brand’s personality through each post, tweet, and share.

Deirdre Breakenridge, one of my mentors in the PR world, offers some helpful branding advice on her blog. Check out this link. Stay tuned for my next blog post where I’ll go over some different techniques to create social media content that stands out.

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9 comments

  1. Hannah,

    I absolutely loved this post on branding. I really loved how you went into defining what branding is and some examples currently used today. While I knew a little bit about branding, your definition and examples helped make a clear definition for me. I also loved how to gave tips of where you should start to begin your company branding on social media. I find this to be a very well-written, interactive post. Thank you for providing great information on a topic that is just now coming to light.

  2. I really enjoy the way that you write! Very formal and educated but also very reader-oriented at the same time. You used great examples with the Volvo, Coke, and Apple examples that really helped readers relate to what effective branding is and it also showed your knowledge on the topic. The links you provided were also very relevant to your blog and also very relevant to what we have been learning and school and what we will need to know when we graduate and get jobs in the field. I think if you keep up with the blog it can be very beneficial for people!

  3. Hannah,

    As someone who is interested in creating their own brand someday, I really enjoyed this post! It gives great, simple advice for the first steps you need to take when creating your brand. I loved that you ended the post by connecting it with social media. It is definitely important to stay consistent on your brands social media outlets!

    -Payton Anderson

  4. I loved your post Hannah! I love how smoothly it can be read and the numbered points. Thanks for the additional links on branding tips.

    -Allie Adkinson

    P.S. Your layout is well put together too! I need to get some tips from you soon! haha

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