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The importance of Social Branding for your business

Social media has become one of the major channels of brand engagement with consumers. Social platforms such as Instagram, Twitter, Facebook and YouTube play a major role in establishing brand identity and credibility. Through social branding you create a unique image and voice for your brand through which a number of key goals are achieved: Establishing your brand identity, Differentiating yourself from your competitors, Attracting a loyal customer base. Uniformity in social branding across social platforms is essential for your brand identity.

Brand awareness: Social media platforms are key to increasing brand awareness through regular relevant posts and advertising on social media. the aim of brand awareness is to introduce your brand to potential customers and to familiarise them with your brand and products and improve your brand recognition. It is essential for the brand message be consistent over time and across different social platforms. The stronger your positive brand awareness becomes the larger your business market share and sales become.

Social media brand voice: What is your brand’s personality and how is it different to your competitors? It is important to define your social media brand voice and ensure that is reflected in your social media posts. Visual brand guide: Your brand’s visual guide is the central reference point for your brand's content creation. It defines the typography and colour pallets used in your content, which are unique to you and foster brand recall for customers.

Social media advertising: Social media advertising has become one of the major sources of advertising. By having a strong social media presence alongside your company website, you can utilise the power of social advertising not only to reach a large audience and introduce your business and products through paid adverts, but also to allow for further interaction with your audience through your social media pages and website pages. Your social media branding directly affects the theme of your social media advertising and their success.

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Social media usage: Social media usage in the UK has grown significantly in the past few years particularly during the Covid-19 pandemic. Ofcom’s Online Nation 2021 report offers great insight into internet usage in general, and for the purposes of this article, Social Media usage in the UK. UK internet users spent an average of 52 minutes a day on Google-owned sites and 29 minutes on Facebook-owned sites. Google sites had a 99% reach and facebook sites a 97% reach in 2020. Google and Facebook sites combined had an estimated 78% of UK online advertising revenues in 2019.