Why Brand Matters - Even More Than the Algorithm
Social media: it’s everywhere and it is important. Brands who create a consistent and well-curated account can also add value by creating brand loyalty, customer engagement and for the lucky few high conversion for their products and service. But, with more than 3.8 billion people using social media each day, how do you rise above the crowd?
“But, with more than 3.8 billion people using social media each day, how do you rise above the crowd?”
Ten to one, that damn algorithm popped into your mind, but the algorithm is not the enemy, instead it comes down to brand. I’m not talking about just your logo and what your brand provides, but what you are about. With all of my clients, from the small businesses who are getting their footing to the established businesses, I require that we either do a brand audit or ask that they provide their brand marketing material to do get brand focused.
The digital market in every industry is saturated so it is tougher to cultivate a loyal brand than it was in 2010 when Instagram was getting its start. But, it can be done! Here are three ways your brand is the most important factor when it comes to online digital success.
Rise above the crowd with a clear, consistent message
By understanding your purpose, audience, voice and other brand factors, you can rise above the noise so that followers new and old will know what you’re all about. THIS is the way you combat the algorithm with not only consistently posting on your social channels but also including your brand purpose in each message.
I like to imagine 2010’s social media atmosphere as a candy store and a new brand as a six year old kid who has an unlimited allowance. At first glance, the six year old wants all the candy! It doesn’t matter the flavors because all the colors and types are interesting and new. Now 10 years later, that same kid still loves candy but has a budget, knowing that too much can cause a belly ache and a sugar headache. Now, he chooses his favorite flavors, candies who use the best ingredients and ones that are his guilty pleasures. In other words, your brand needs to be the best “candy” for your specified audience. Stand out by shouting your purpose often and giving brand content that they want.
Align with your brand purpose
Once you decide that the algorithm is not out to get you, the next worry is: well, now what do I post? Once you understand what your brand purpose is, you can begin to think about what content you can consistently produce and comment on online – what I call the five pillars. The five pillars will be your reference for your Instagram grid, the copy you post on all accounts, the tweet discussions you participate in, the Facebook groups you start and join, that blogs and articles you share, and the LinkedIn hashtags you regularly post about among many others. These pillars can create an ease when building out your content calendar each day, week, and month.
For example, if I am a personal trainer, my five pillars could be:
Client testimonials, pieces of their workout and their health journey
My personal workout routine, how do I stay fit and what is my fitness routine
The mindset and/or community of getting fit, give tips about stress reduction and accountability partners
Workout nutrition or any food hacks, some go-to recipes and meal planning
ME, my face.
Your face is the MOST important! On average, personal brands or influencer accounts get more engagement than business brand accounts because they see the person behind the brand. Followers can interact with their specific story and become addicted to their positivity, silliness or sense of style. While it can be difficult to turn that camera around, showing your face is the quickest way to build loyalty and boost engagement.
Save mental energy about your content, projects, and products
Social media creators are entertaining, educational, inspirational, and distracting! Clients of mine have fallen for the wandering eye of comparison online where they “do what is working for others” without adding their own brand spin to it. For instance, meme accounts like @girlwithnojob and @_theblessedone are fantastic, but could you actually tell one meme account apart from the next?
When you have a focused brand as your secret weapon, you can become a social media user that not only enjoys the content you engage with online, but also see how your brand can do it differently or better for your audience. You can add your brand spin to just about anything: create a branded quote template that uses your brand colors, meme yourself with a common problem your follower struggle or film videos in your tone and voice with inspiration from your favorite influencer. Your brand is what makes you unique. Use it to adapt and provide your audience with what they value.
At the end of the day, a brand is what makes followers, customers and prospective clients coming back to you each day to like, comment or share. That type of engagement is a recipe for better conversions, brand growth and oh yea algorithm domination.
The digital marketing landscape is constantly changing, and that can be a good thing if you are a resilient company. Being resilient as a digital brand means that you come fully loaded with a brand purpose and customer value that you continue to churn out, no matter the platform.