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Branding isn’t just for the Fortune 500 anymore. These days, everybody — from regional service providers and local lawyers to social media influencers and crafters on Etsy — needs to have their own individual brand.
Because the whole world has gone online, naturally that’s where most companies, startups, and solo entrepreneurs need to build their presence. Digital branding, across your own platforms and all the relevant popular social media channels, is now mandatory for anyone looking to maximize their online presence.
But how do you do it? Anyone can make a Facebook page or set up an Instagram account. Making an actual impact, however, takes strategy and ongoing work to make sure you’re getting across the right message and to the right people. Fortunately, if you follow some good advice, you really can reap some massive rewards in the digital world. And the following three strategies will get you where you need to be.
1. Be Your Real Self
There is a lot of fake-ness on social media. Don’t play those games. You don’t ever want to present yourself in a false light. Instead, understand who you are and work tirelessly to show that off to the world. The more unique and interesting you are, the better. That sense of authenticity really does come through, and it will always resonate deeper than pretending to fit in with the latest trend.
We have seen companies like the Toms shoe company carve out an immense following by showing their own truth to the world, and just as many fall flat when they try to latch on to a cause that doesn’t fit. Pepsi, for example, tried to stick itself in the middle of the protest movement with an ad that showed Kendall Jenner giving a soda to a police officer. Instead of generating good press through an edgy campaign, it was widely scorned — or just laughed at — as a clunky attempt to attach its brand to a hot-button issue in the news. The lesson: Don’t force it. Be who you are and trust that the world will like what they see.
2. Set the Record Straight
Beyond being yourself, you need to also make sure others aren’t misrepresenting who you are. Don’t be shy to set the record straight when false claims proliferate. Because if you won’t even protect your own reputation, who will? The best offense is a good defense, they say, and incorporating this time-tested strategy is core to the operations of many of the world’s most successful brands.
In the face of rampant misinformation, Amway has faced many critics. But rather than taking shots at any individuals making fake claims, the direct sales company takes the high road and continually puts out facts. This means that anyone who may have heard an unsubstantiated rumor that Amway is a pyramid scheme can find the truth of the matter on the company’s corporate blog, social media channels, and other highly visible platforms. By managing its online presence this way, the direct sales leader has turned something negative into a positive way to promote its business.
3. Have Actual Conversations
Some brands think they can get away with merely dictating statements to the world. This actually can work in some areas and may make the most sense for companies in industries like energy or oil that often elicit a lot of hostility from critics. But most consumer-facing businesses should be trying to have conversations on social media — not just talking at people.
The impact can be significant no matter how big or small you are. Actually interacting with users can humanize a major global business, whereas a small firm with just a few thousand followers can actually generate new, badly needed customers who will appreciate direct, personalized feedback.
Most importantly, don’t just speak. Listen. Your potential customers are out there everyday expressing their needs, critiques, wants, dislikes, fears, and deepest desires. If you can absorb some of that insight and interact with people on their level about things they care about, you will see much more engagement and generate much more goodwill.
Putting It All Together for Your Online Presence
Branding and establishing your presence online can seem very daunting. And it isn’t easy. If it was, everyone would have an amazing online presence — and one look across social media shows that that is definitely not that case.
Still, even though nailing it can be difficult, that doesn’t mean it has to be complicated. In many ways, establishing yourself in the digital world requires a lot of the same qualities that you would want to see from a good friend or organization you respect. Be authentic, tell the truth even when others spread lies, and engage in meaningful, civil conversations with other people in the community.
Simple enough, right? Again, that doesn’t mean “easy.” But if you don’t try to show off and instead focus on communicating your real goals, values, and benefits to consumers, they will see the absolute best of what you have to offer. Really, what more could you ask for?