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Branding on Social Media: Tips for Your Business

Updated: Jan 24

What is the best way to build a brand on social media? The best way to do this is through consistent branding. One of the biggest benefits of consistent branding is that revenue increased by 33%.



Marketing isn't just about revenue, it's about relationships with customers as well. It's how other people perceive your business, a sense of your company's values, goals, and solutions, all summed up in your name and logo. What does brand building look like on social media? What steps should you take?


In this post, we are going to cover exactly that topic. Let's first define what branding is.


Branding - What Is It?


In business and marketing, the term brand refers to a concept that helps people identify a particular product, company, or individual. Brands are intangibles, meaning you cannot touch or see them. Therefore, they play a role in shaping people's perception of a company, its products, or a particular individual."


That definition tells us about the perceptions of your customers.


Businesses tend to get hung up on how they see their brands, but your "brand" is really how the public views it. In reality, how people perceive your brand is different from what you think they would. Therefore, planning and thinking about your brand is important. Thus, you can successfully shape people's perceptions into what you desire.


Branding is generally associated with logos, colors, etc. However, before you focus on that aspect of your branding, you need to establish your brand archetype and values.


Social Media Branding: Identify Your Archetype


An archetype is "the original pattern or model from which all things of a similar kind are derived; the prototype or the perfect example."


To better understand, let's take a look at the 12 common archetypes.


The Outlaw or The Rebel, The Magician, The Hero, The Lover, The Jester, The Everyman, The Caregiver, The Ruler, The Creator, The Innocent, The Sage, and The Explorer


1. The Outlaw

They are also known as "The Rebel," since their goal is to overthrow what doesn't work or shake up the status quo.


Characteristics of this archetype include:

Blunt, allowing swear words to be used in their advertising, speak with no fear, and challenges the status quo.


Popular brands that embody this are:

  1. Harley Davidson

  2. Virgin

  3. Diesel



2. The Magician

Making dreams come true is their goal. They want to live by their vision.


Characteristics of this archetype include:

Visionary, transformative, and charismatic.


Popular brands that embody this are:

  1. Disney

  2. Coke

  3. Dyson


3. The Hero

Dedicated to encouraging, motivating and being brave, this archetype aspires to make the world a better place. E-VOLVE agency is actually built on this archetype.


Characteristics of this archetype include:

Encouraging, competitive, motivating, and achievement-oriented.


Popular brands that embody this are:

  1. Nike

  2. Adidas

  3. Under Armour


4. The Lover

Known as "The Seducer", their aim is to establish and maintain loving and committed relationships.


Characteristics of this archetype include:

Enticing, sultry, warm, welcoming, and seductive.


Popular brands that embody this are:

  1. Chanel

  2. Alfa Romeo

  3. Victoria’s Secret


5. The Jester

The jester is also known as "The Entertainer". Its goal is to bring joy, laughter, and curiosity into the world, and to be curious, funny, and playful.


Characteristics of this archetype include:

Entertaining, witty, exciting, humorous, and loud.


Popular brands that embody this are:

  1. Old Spice

  2. M&Ms

  3. Nandos (we’re talking about you, Nando’s Twitter admin)


6. The Everyman

For them, belonging, being honest and straight-talking, and living a normal, but simple life is important.


Characteristics of this archetype include:

Practical, casual, laid back, empathetic, and straightforward.


Popular brands that embody this are:

  1. Game

  2. Makro

  3. Takealot


7. The Caregiver

Helping and doing things for others is their goal.


Characteristics of this archetype include:

Nurturing, kind, and gentle.


Popular brands that embody this are:

  1. UNICEF

  2. SANZAF

  3. WWF


8. The Ruler

Their mission is to create a prosperous community, be a role model, and be strict on rules and policies.


Characteristics of this archetype include:

Structured, sophisticated, and very professional.


Popular brands that embody this are:

  1. Mercedes Benz

  2. Louis Vuitton

  3. Rolex


9. The Creator

In order to achieve their goal, they brainstorm and use creative thinking to solve problems.


Characteristics of this archetype include:

Imaginative, original, poetic, and expressive.


Popular brands that embody this are:

  1. Apple

  2. Lego

  3. Adobe


10. The Innocent

In any situation, they seek to be happy, do the right thing, and see the positive.


Characteristics of this archetype include:

Sweet, optimistic, sweet, happy, and hopeful.


Popular brands that embody this are:

  1. Nivea

  2. Dove

  3. Kotex


11. The Sage

It seeks to understand the world by analyzing and collecting information.


Characteristics of this archetype include:

Fact-based, logical, and analytical.


Popular brands that embody this are:

  1. Google

  2. eNCA

  3. BBC


12. The Explorer

They strive to live a life filled with adventure, to take the road less traveled, and to be authentic.


Characteristics of this archetype include:

Questioning, adventurous, energetic, and enthusiastic.


Popular brands that embody this are:

  1. North Face

  2. K-Way

  3. Garmin


Were there any that jumped out at you? Any that you have read and thought, "Yeah, that's me."


It could be that you are switching back and forth between two.


Small business owners know that getting stuff done takes just as much heart, courage, encouragement, and sheer willpower as education. It's important to sit down and talk about the purpose of your brand with your team. As well as the emotions and tone your brand should convey. After that, determine your archetype.


The result of that will naturally be a narrowing of your values.


What are the most important things for your business? What is transparency to you? How do you give back to your community? Are you affordable?


List out your top 3 values as a company because:


As a result, it will guide you in content creation going forward, and since customers are interested in your values, 94% are likely to show loyalty to a brand that is transparent. 13% of consumers would pay 31-50% more for your goods or services... If they believe that your business makes a positive impact on the world.


A study found that people describe their loyalty to a brand based on these four characteristics:

  1. quality,

  2. cost,

  3. experience, and

  4. consistency.


It is definitely something to consider as you establish your top values!


Once you've narrowed down your archetype and values, start creating your topic map.



Topic Maps For Your Branding On Social Media


You may already have some ideas in your head, and if you do, that's great, jot them down and we'll talk about them in a bit.


Consider the goals and pain points of your target market as they pertain to your business or industry. What makes them seek out your products and services?


What are the problems or goals they are trying to accomplish?


Study what your competitors are posting. Is their social media engagement high among your target audience? Pay attention to what they're doing well. And if not, notice what your customers aren't engaging with.


Once you have those two sources of information, what do you do next?


Think of the top 5 topics you think your customers would enjoy seeing on social media, and write them down. Analyse and compare the content ideas you jotted down earlier.


In creating your content, you'll want to use your topic map as a guide. So that you can be sure your social media accounts are providing value to your audience, you should do this while eluding the archetypes and values of your brand.


Now that you have your archetype, values, and topic map down, let's get started on your brand guide.


Make a brand guide.


In a nutshell, a brand guide is like a style guide for all your content.


If you are using a variation of your logo, you should also state where or when you will be using those variations. This includes all of the colors in your logo and any secondary colors that you can use, along with their hex codes. In addition, your brand guide should specify the fonts to be used in your headlines, subheadlines, and regular text. Among other things, your brand guide can include information about your brand voice as well as DON'Ts. Example: If another secondary color is already being used in a graphic, you don't want this secondary color used.


You may be working one-on-one right now, depending on the size of your small business. However, as your business grows and your team grows, you'll want to maintain consistency across all of your social media. Your brand guide will ensure that everyone is on the same page. Additionally, your customers will appreciate your brand identity beyond just being useful internally! 80% of customers will recognize your brand with a signature color.



The 3 Keys To Driving Optimal Results


1. Find out where your audience is most active on social media.

If your company is short on manpower, or you are unable to outsource to an agency like E-VOLVE, you don't want to post to every platform right away.


You might want to start with the platform your audience uses most, master that, and continue from there.


2. Plan your content.

In addition to consistent branding on social media, your audience should be able to expect to see regular content from you.


By seeing your brand's posts regularly, your audience will be more likely to stay engaged with your brand.


3. Interact with your followers. Posting alone isn't enough.

If you want your posts to be seen, you need to engage with your followers. Depending on the platform, there are different ways to engage. It is therefore essential to figure out which platforms you're working on in step 1.


Where are you at in building your brand?


Is there a certain stage you're having a hard time with? To learn more about our our services, we offer here at E-VOLVE agency, check out our website.


We would love to hear from you!


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