5 Ways to Improve Your Digital Branding on Facebook
While many may argue that the site is dying, Facebook still remains one of the best platforms for digital advertisement. Facebook holds crucial marketing information of every demographic there is. You will need to learn to use this data and targeting options to your advantage when looking to launch a branding campaign.
Here are five tips on how to make the most of your branding campaign on Facebook:
1. Come up with a defined brand identity
The very first thing you should do when you’re looking to launch a Facebook campaign is to find out what your objectives are as a company. Without having a clear identity, it will be very difficult if not impossible to convey those ideas to the audience. Think about it, if someone tries to tell you how to think and how to feel, but they don’t seem like a person who knows what they’re talking about, will you listen to them? Chances are you’re not going to, which is precisely how the audience is going to feel if you don’t clarify your brand identity first.
Ask yourself these questions:
- Who are we?
- What do we do?
- How do our products help our customers?
- What sets us apart from the rest?
These are the basis of your brand identity, which will be used to as a guideline for your campaign.
2. Learn more about the target audience
Once you have a clear brand concept, the next thing you will need to do is to learn more about the target audience of your brand. Each brand sells different products and offers various styles of services at varying price points. Therefore it should be clear why the audience of one brand differs so drastically from one another. For this reason, there’s no one-size-fits-all branding campaign, as you will have to design your strategy around the audience and what they expect from you.
Facebook provides a perfect opportunity for you to get in touch with the audience and see their pain points. You can choose to join Facebook groups to see what people are saying about the industry you’re in and how you can make it better. This will give you an idea of what you should do to improve your service and products. This will help your brand to stand out from the competitors.
3. Understand your competitive edge
Every major brand in the world does something that no other company does, which is why they are able to stay ahead of the curve. Therefore, you need to find something that will set your brand apart from the rest and use that as a selling point in your branding campaign. Take Dollar Shave Club, for example, they don’t just sell razor blades. This means they will have to compete against Gillette, which is not something that a small company can do. Afterwards, they went the opposite route. Instead of selling individual razors, they offer subscription service that delivers blades and grooming products to your home every month. This is something that Gillette doesn’t provide, making DSC the only one dominating that field.
4. Show your human side
You should make your brand identity as genuine and honest as possible to make it feel like a legitimate business. People are always looking for a way to relate with others and by presenting yourself in such light, it will help to make your brand feel more approachable. For example, you may want to make a video of a real office tour that takes the audience to see around the office space. This will give the audience a glimpse of a day in the life of the people in your company, which will make your brand look and feel more relatable rather than a faceless mega-corporation.
5. Be consistent with the message you’re sending
Lastly, branding is all about consistency. If you have set a message early on in your campaign, you will have to stick to it until you decide to do a significant rebranding campaign. This will help you to retain your client base that believes in what you’re doing. This will also ensure that you can grow consistently with the people that are supporting you.
If you keep shifting your branding position, people will feel like you’re not trustworthy and unpredictable in business. This could affect their overall loyalty to your company and may increase your customer churn rate. This is especially true for Facebook campaigns, as your campaign will have an extensive reach. Changing your branding too many times increases the potential that you’ll lose your current audience and all the money and effort you put into your previous campaigns can’t be used again because the information is now irrelevant. Imagine if they see an ad that doesn’t have the same message as the one that made them sign up in the first place. You need to stick to the identity that you’ve created to ensure that people know what to expect from your business.
If you’re looking for a digital agency to improve your branding campaign, we’re here to help. Get in touch today for a free consultation.