Long gone are the days when you could write a blog post press publish and expect to see growth and returns.
Now we’re tweeting, pinning, filming, recording… the list goes on and one.
We’re on multiple channels, finding our audiences and giving them content they can use and enjoy where they are. That means we must make sure no matter what platform we’re on, we’re recognizable.
A good brand will do that for you, but branding goes well beyond having a logo. It’s also the feeling you’re conveying, the colours you use, the fonts, the presentation of images, and importantly, your VOICE.
A consistent brand that reaches across multiple platforms will ensure your audience will know you. The will know what to expect of your content.
In today’s online space, you’ll work with Facebook, Twitter, Pinterest and LinkedIn. Your blog, and in other articles you write. Audio like podcasts or audio-blog posts and video like YouTube.
Let’s explore the key points of brand you need to lock down so wherever you are, people know it’s you.
A Brand is a Conversation
We’ll talk specifics in a few moments, but first, you need to know how your brand is working behind the scenes on each platform you use.
Remember this: your brand is an ongoing conversation between you and your audience. When you share, you should strive to add to the conversation or start one. This is the secret of brand engagement. Your conversations with your audience conveys relevant and compelling information, or perhaps it delights and entertains your audience. The platforms you use will dictate how you hold your conversation. People use different platforms because they enjoy the type of conversation they find there.
There’s a whole art/science to this, but GENERALLY:
- Your Blog is your home base and should reflect your brand decisions consistently.
- Facebook is about two-way communications and sharing.
- Twitter is (often, not always) journalistic – sharing news and networking.
- YouTube is about conversions and virality, personality is key.
- LinkedIn is professional and for networking. It’s a ‘best foot forward’ environment.
- Pinterest is organization and imagery. People often use it to bookmark content for later.
- Instagram is image heavy and great for sharing products and quotations.
You’ll speak and behave in different ways in these different platforms, but you’re still going to be YOU.
This can be challenging because you don’t want to be that jerk at the party discussing his investment fund when everyone else is sharing stories from their school days.
You want to fit how you communicate to the environment you’re in, but still be genuinely and authentically YOU.
Here are a few questions to ask (and share with your social media expert) to create a solid brand voice. You can shake it up based on where you are, but it’s still communicating who you are and what you do.
Do I mix personal and professional opinions?
Do I share my faith or political stances?
Do I swear?
Do I make jokes and wisecrack?
Do I maintain a corporate feel?
Do I comment on other’s work?
Do I invite conversation and engagement?
Do I have resources to direct people to?
Do I consistently pitch and try to close?
Do I provide valuable free information?
Each of these could be a separate post but it’s a great starting point. You can even add to it to make it relevant to your business. But when you can answer yes or no to the above questions, you have an instant litmus test for whether to post a piece of content or not.
Here’s the fun bit – the answers can be DIFFERENT on different platforms! Not SUPER different, but a little. For example, I only have one Twitter account, and I use it for business AND my personal sharing. I DO share political opinions – it’s part of who I am as a person, and part of the brand my business partner and I have decided on. I share less about my politics on our blog, however, because that is where we do business.
While I won’t shy AWAY from it, politics is not the focus. Because Twitter is naturally geared towards opinions, but my blog is geared towards content strategy, it makes sense that the political element of our brand lives on Twitter, but not on our blog.
Make a list of the different platforms you are on, and answer yes or no to the above for each of them. That can be your go-to resource for how your voice, and the types of conversations your brand has, works on the different platforms you use.
ABOUT THE AUTHOR: Megan dougherty
Megan Dougherty is a content and launch strategist, and co-founder of One Stone Creative. If you’re looking for ideas and inspiration for how to get your content on different platforms (without having to start from scratch every time you have a concept!) check out the Great Repurpose Project, where you’ll learn (for free) how to take one piece of content and make it WORK on multiple platforms.