Why branding is more than social media presence
Branding is more than social media.
I know there’s a lot of small businesses that rely primarily on Facebook and Instagram, and there’s nothing wrong with that, as long as you consider the big picture: your branding process.
Investing lots of money on social media because you see someone else doing it, or because you heard that that’s what’s supposed to happen, is wrong. I’m here to explain to you why.
The branding process
Even though different studios/agencies tend to develop their branding process, it always encompasses some variation of these five steps:
- Research
- Strategy
- Brand identity
- Touchpoints
- Asset management
Research is crucial if you want to understand your market, existing competition, and success/failure cases. It’s something that can back up most of your decisions while making sure you’re basing them on facts instead of feelings.
After that, in Strategy, you define everything that concerns your brand. Core principles, goals, and what sets you apart from others or, on the other hand, brings you closer to them.
Brand identity is where you define how you will present it to the world and which touchpoints are strategic to carry out your goals and reach your customers.
Lastly, Asset management is the last step because it requires having a clear view of everything else. You will take what was defined and conceived and apply it constantly to the defined touchpoints.
Branding is more than social media. It’s the five steps combined.
As you can see, social media is included in one of the steps — touchpoints — but it needs to happen in combination with other factors such as your website and products, to name a few.
Digital touchpoints are a must (especially this year and from now on), but if your packaging, customer care, and delivery service aren’t on point, you will most likely fail in the long run. No one will keep buying from a company that looks amazing on Instagram but has a shitty return policy.
Additionally, will you let your business fail if the existing platforms are replaced? Of course not. You will adapt and keep on going according to your goals. This is what I want you to keep in mind.
Conclusion
Branding is more than social media. It’s how you strategize and how you choose to be perceived. That’s the only way you will get the brand that you deserve.
Originally posted on October 30, 2020.
