If you want to stand out on social media or anyplace else you market your business, you’ll need to create and maintain a strong, memorable brand identity.

A brand is not just an unforgettable company name, logo, and slogan. It is also your reputation: throughout your industry, in the news, and—especially—on social media.

A recognizable brand will distinguish you from your competitors, help you gain attention, and let customers find you in the clamor of the marketplace. It’s not an exaggeration to say that the success of your branding can make or break the success of your business.

The right brand will not only help potential customers remember you, it will also establish trust in your product or service. If you develop and use your brand well, it can make people feel more comfortable in doing business with you.

But there are a few common mistakes in creating and maintaining a brand that can have the opposite effect that you want. These mistakes are so easy for a brand to make, so our social media experts want to let you know what to watch out for.

1. Not being consistent

When you see Amazon’s “smile” logo, you recognize it immediately. The same is true for Target’s red-and-while bull’s eye, Home Depot’s industrial-orange square, and of course, Coca-Cola’s white wave on a red background.

No matter what platform you’re on, always include your company’s logo in any communication with fans. (And if you don’t have a memorable logo, let our branding experts help you create one.)

Good branding is more than just a memorable logo, however. A recognizable brand identity also incorporates your unique voice, the philosophy or mission of your company, and the way you respond to customers.

If your online “voice” is sometimes playful, other times clinical, and still others serious and filled with jargon, you run the risk of coming across to fans as insincere or worse, untrustworthy. And the whole point of creating a memorable brand is to build trust with potential customers.

2. Not being transparent

Another way to come across as authentic is to be totally honest with fans. If the pandemic has affected your delivery times, let people know this. Say why it may take a little longer than normal to receive an item, and provide a realistic timeframe in which they can expect their delivery. If you made a mistake, admit it, and say what you’re doing to correct it.

Above all, don’t be defensive or resistant to criticism. Making this mistake could be detrimental to your brand. Apologize for any errors, and ask for a second chance. Everyone makes mistakes, and owning up to them not only makes you seem more trustworthy, but also someone human that people can relate to.

Another key to transparency is to provide behind-the-scenes content. Because social media is primarily a visual medium, giving fans regular insider glimpses of you, your staff, and your company helps humanize your brand.

And always take advantage of user-generated content (UGC) to show real people engaging with your product or service. This helps potential customers see themselves using your product, and subconsciously reinforces their desire to purchase it.

3. Not connecting with fans

Remember that social media is all about back-and-forth conversations. Don’t just post or tweet and walk away. Ask your fans’ opinions. Ask them to share your posts. Request feedback, and respond to it. Ask for testimonials you can post, and be sure thank the person when you get them. 

If fans post photos and/or videos related to your business, forward them to your entire community. Do they have questions? Answer them. If they have complaints and/or compliments, address them immediately. And try to use those complaints to improve your product or service.

Be sure to offer value with your posts: hints, tips, ideas, and useful links . . . anything that will make your potential customer want to keep reading/watching.

Above all, be genuine. Of course you want to make sales, but if all your posts, tweets, and stories are sales pitches, you’ll quickly lose your audience’s interest. You’re looking to build a long-term relationship with fans, so let your personality show through. Give them a company they can relate to.

One final tip

Today’s consumers are socially responsible and aware. Especially if your customer base is made up primarily of millennials and younger people, be sure your products and services align with good causes in the community you serve.

For more ideas on ways to ensure you’re getting everything you can from your company’s brand, talk to our branding and design experts. We can help you stand out from the crowd and prevent your brand from making these mistakes!