Looks and Personality: Keys to Great Social Presence Branding
We all have brands we love. Brands whose posts we always notice, whose emails we always open, whose stores we always linger in a little longer than others.
For many, the process of “falling in love” with a brand in recent years has involved interaction with them in social media. And like infatuation in the real world, brands with looks and personality tend to win more customers over. And when the look of social media presences and a social media voice align to portray an experience for the customer – magic happens.
Owned media spaces are a home away from home for brands. For loyal customers they also are a place to engage with brands they already adore, and for new customers they are an opportunity for brands to help them fall in love with them, in a sense.
As social marketers, we have an intense focus on optimizing and engaging in the newsfeed. How can we not? Constant changes in Facebook’s newsfeed algorithm, plus the daily goal of cutting through the noise in other social network streams, should be a primary effort. The importance of cohesive visual branding, though, is still a big part of the comprehensive social and digital experience.
Aligning the visual elements of your social presences creates consistency with your brand image as a whole. A visually disjointed look and feel in the ecosystem can tarnish the connection you’re trying to establish. Visually cohesive branding is also just convenient for users. We’ve all landed on pages that made us pause and ask – is this a brand’s real account?
Kate Spade New York frequently updates its social media presences to reflect its products and campaigns – even adding bonus downloads on the Kate Spade blog with wallpapers for tablets, iPhone and Facebook Timeline photos.
Voice. Authenticity. Personality. However you describe it, every brand’s got it – the persona that comes across on each of its social presences. This voice shapes post content and how community managers interact with customers.
Brands like Taco Bell, Skittles and Old Spice have been heralded for their unconventional social media voices. For Taco Bell, its “sassy” voice fits its overall brand like a glove. And this drives how it thinks about content, as seen last week with its announcement of Cool Ranch Doritos Locos Tacos via Vine:
— TACO BELL (@TacoBell) February 13, 2013
For any brand, the persona that comes across is assisted by visual branding and vice versa, no matter what a company sells.
For Brooks Brothers, looks and personality converge to create a brand experience that emits a sense of luxury and modern fashion that draws on traditional style. From its visual branding to posts to dialog with customers, it’s one example of a brand that has the double whammy of looks and personality.
Knowing your brand and developing a social media personality that falls in line with that means engaging your customers in a way that will make them swoon.
What other brands do you think have mastered the art of social branding? Tell us in the comments or by tweeting us @shoutlet.
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