An organization's social media brand is the combined components of its character that make the organization identifiable. People recognize a brand from its look, tone and feel. Although most people immediately think of selling a product when they hear "brand," it's not just an industry term. The DoD has one of the most recognizable brands out there. When appropriately leveraged, it is a tool that can exponentially expand an organization's reach and build a following.
Social media draws brands and audiences closer together. It is essential to establish and sustain a clear, authentic and memorable brand that reinforces its identity through audience interaction. A successful brand builds a bridge of trust between the audience and the commander. The stronger the bridge, the easier it is to communicate, both good and bad. A strong brand will be collectively reinforced by the audience you cultivate.
Defining your brand means understanding:
- What your organization stands for
- Your audience
- The voice, tone, personality and authenticity your brand conveys
- The general sentiment of your organization
- Your goals
- What sets your brand apart from others
- What your branding looks like
- What makes your brand recognizable
- How you engage and connect with audiences
Being knowledgeable about and comfortable with using your brand across social media platforms will help you quickly create high-performing content and build a strong community. Your brand should be concise but dynamic to remain relevant and relatable to your audience. Ensure that the information you release is presented in a way that's authentic to your brand and audience.
Create your own recipe for brand success that will build a binge-worthy brand and garner a robust following by reviewing the resources below.