The Consistency and Fluidity of Branding

3 min read · 7 years ago


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Congratulations, you did it!  You broke that elusive 100 Facebook page fan mark. Granted, the initial fans of your page are usually your own family and friends that felt obligated to accept your invitation to “like” it.

Nonetheless, you have crossed over the mark that many find unattainable. What you do next will set you apart from the all the other business, nonprofit, community and political pages out there.

Many Facebook page administrators see their pages as merely an advertising tool; which is fine as long as you have established your brand and set your marketing strategy. We all do not start our Facebook pages as universally established brands; ones evoking childhood memories such as Coke, McDonald’s or George Takai. It takes dedication and hard work to get to that point.

There are businesses and organizations that bypass branding; jumping directly to marketing and advertising, especially via social media. Many tend to forget that there are distinct differences between branding, marketing and advertising. Before you can successfully market and advertise, you must establish your brand. Branding establishes who you are or what your business stands for.  Marketing is your plan to tell people about your brand. Advertising encompasses the ways in which you tell those people.

It doesn’t matter if your business or organization has been in existence for 100 years; utilizing social media opens you up to an entirely new audience. Branding messages are what drives the conversation on your page. Being consistent is the key.

For instance, you run a page dedicated to saving the world against the imminent takeover of zombie minions. A worthwhile cause; however, inconsistency in your messaging dilutes its importance. Posting a video of a cat dancing by a window does nothing to advance your cause; although cat videos can be awfully darn cute.  Or, you run a page for a local political candidate. For arguments sake, let’s say the candidate is a member of the liberal party. You share a photo of the candidate at an event. Unfortunately, the event is held by the local ultra conservative party. Consider what that simple picture does to the candidate’s brand. Your job and theirs just became much more difficult to manage.

Even after you have established your branding message, determined your marketing strategy and have begun your advertising; you must always be willing to revisit your branding. The focus of your business, organization or cause may have changed over the years. You started out as a mom and pop pizza shop that has since morphed into a full fledged 5-star Italian dining experience. Does your current branding strategy reflect this change? Are you posting conflicting messages; confusing both your current and potential customer base?

Branding is all about being both consistent and fluid. Finding that perfect balance. Listening to your page followers and taking your cues from them. They will be the most honest and tell you what is working and what isn’t. When it isn’t working; you will see that in the decrease of page likes and the lack of engagement with your page.

This article was syndicated from Business 2 Community: The Consistency and Fluidity of Branding

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