Build Your Brand–Build Your Following

Collection 11 items
Dig into these resources to help solidify brand authenticity and increase reach on social media.

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.

11 Items in Collection

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Keeping Up a Social Media Strategy that Works

Case Study
4 min

Review lessons to emulate and paths to improve on how to have a successful social media strategy like the U.S...
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Unique Value Proposition: Making Your Social Med...

Article
5 min

Explore how to define your platform's purpose, engage your users and stand out from the masses by establishing...
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Find the Right Voice for Your Social Media Platform

Article
6 min

Choose the right tone and language to make your social media platform unique and have an impact.
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Authenticity Matters When the Stakes Are High

Case Study
4 min

Watch how leaving the camera rolling led to raw and human moments during a video on suicide awareness.
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Visual Branding Guide

Template
7 min

Use this template to ensure that all design branding criteria are properly documented and implemented.
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Know Your Audience: Publics and Stakeholders

Article
2 min

Identify, segment and prioritize the audience in order to achieve your communication plan goals.
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Engaging Audiences: Social Media as a Dinner Par...

Article
6 min

Running a successful social media channel is a lot like pulling off a successful dinner party. Review how to...
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Connecting with Your Audience and Getting Views ...

Case Study
3 min

Watch a positive example of a Marine video that incorporates humor into a commander's message with a tone that...
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Social Media Monitoring & Listening

Article
4 min

Review social media monitoring and listening and how it fits into the RPIE process.
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Social Media Evaluation That Makes Sense

Article
5 min

Learn why evaluating social media platforms is so important, as well as how to use and understand their...