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.



Feb. 12, 2014

Welcome to my blog on branding your company with social media. First, a little about me. I’m quickly approaching my senior year at the University of West Florida. I am a public relations major and a Spanish minor. I became interested in PR in high school and soon discovered how crucial it is in today’s world. Virtually every company has some sort of PR department. From the boss’s 16-year-old daughter who posts pictures of the company picnic on Facebook to the 30-person team of PR professionals working for a major corporation, someone is managing your company’s public image. And it is incredibly vital to make sure this is done skillfully and professionally.

The purpose of this blog is to inform and offer advice on how to brand your company using social media. Social media has completely revolutionized the field of PR, offering us more ways than ever to connect with the public on a more personal level. As I continue to learn more about social media and PR throughout my final days in college, I’ll share this information with my readers. I hope you will be able to use my suggestions to successfully establish your brand and learn the importance of skillfully using social media in today’s world.