Is Your Brand Showing On Social Media? Heidi Cohen | October 3, 2011

While building brand is a top social media marketing goal, brands aren’t always incorporated into the related social media executions. By contrast, legendary Mad Man Leo Burnett, creator of brand icons such as the Marlboro Man and Tony the Tiger, would have had no trouble integrating brands into social media executions and content because he viewed a brand symbol as “anything that leaves a mental picture of the brand’s identity.”

7 Tips to Enhance Your Brand on Social Media

To build your brand encompassing the shorthand marketing messages that create emotional bonds with consumers built into your social media marketing, break it into its component parts and consider how to apply each to your social media execution and content.

1.What’s your brand promise? What’s the one thing your brand always delivers to your customers? It has to be easy to describe so prospects, customers, and fans remember it. Blendtec’s Will It Blend videos consistently show its industrial strength blenders by humorously testing them with a variety of well-known products including iPhones and iPads in a lab setting complete with hard hats, protective eyewear, and white lab coats.
2.How is your brand positioned? Jack Trout and Al Ries taught that positioning is what you do in the mind of your prospects and consumers who own your brand. American Express Open created a social media forum for business owners to help them build their dreams. By providing premium quality, useful content their customers need, American Express helps businesses while positioning its brand.
3.What’s your brand’s personality? To extend this to social media, think about which social media platforms you plan to engage on. How will you engage with prospects, customers, and the public? Remember, you must be consistent in your social media approach. Cable provider Comcast created ComcastCares on Twitter to interact directly with its customers and give its customers another conduit to reach it. This has helped Comcast’s brand image.
4.What logo, icons, or other graphic elements represent your brand? Think in terms of how you represent your brand across various media formats, including text, photographs, video, and audio. Wrapped in its blue and white packaging, Oreo’s Facebook fan page puts the classic circular sandwich cookies and its customers at the heart of its social media presentation with weekly photographs of customers eating Oreos. [Read the rest here]