Social Media For Small Business

CHAPTER 6CREATING YOUR BRAND STRATEGY

Brilliant branding will help you differentiate yourself and stand out in the social media crowd. Your brand strategy will guide your communication and ensure you have consistency across all touchpoints, which leads to brand familiarity, trust and increased sales.

I'm a big believer in building brands that move hearts and minds. Brands that motivate people to take action.

What is a brand?

Branding not only includes your visual appearance; it's also how you make people feel, your tone of voice and how you communicate on your social channels, your differentiation and how people perceive you. It's up to you to take control of how you are perceived. Branding creates perception. And perception creates reality. Own your and your business's reality.

I co‐wrote a book (called Perception) on the topic of perception because it's such a crucial part of making your personal and business brand irresistible.

I mentioned earlier that marketing is not very dissimilar from dating. If marketing is asking someone out on a date, great branding will help you to get them to say yes.

Branding helps you to position and re‐position your business. Imagine you're walking down to the markets and a lovely lady is selling hand‐knitted scarfs that look a bit wonky. She can either brand them as ‘wonky or faulty’ and hence discount them or she can promote them as ‘handmade, unique, one‐of‐a‐kind’. Which do you think is better positioning?

Once you've got clarity on your ...