Brand Building & Community Nurturing On Social Media
Brand Building & Community Nurturing on Social Media
Look around you. Do you see products that you have consistently been loyal to and would most likely continue to use just because you feel like a part of the brand’s intimate circle of consumers?
Plenty of brands have sustained their good name for years because of the community they have created. This community is often fostered by brand building through the genuine connection established between lifestyle, values, and services with the consumers.
With social media, yet another channel for effective community nurturing has presented itself to the brands. Social media is fast becoming the leading source of brand building which can allow extended business growth cultivated through genuine appreciation for a brand’s products and services.
In this blog, we will explore the different elements that concoct the perfect potion for brand building on social media, starting with Brand Community.
What is a Brand Community?
A brand community refers to a dedicated online platform or digital space where devoted and committed customers gather to interact and connect with each other. They are united by a mutual passion for the brand, its offerings, or its services, fostering a sense of shared affinity and loyalty.
Whether it’s a user’s loyalty to customised hashtags or expressing genuine love for the brand, social media helps brands take that extra step to develop a loyal army of consumers.
Benefits of Brand Building on Social Media
Social media has no doubt opened up an array of opportunities for brands to increase their visibility in a dog-eat-dog market. There are many benefits to building a brand through platforms afforded by the internet, and some of them are listed below.
- Boosts Brand Awareness
Since social media is used by just about everyone who has access to the internet, it enables brands to reach a vast audience. The number of potential customers also increases as brands consistently promote themselves and amplify recognition.
- Builds Customer Engagement
Through social media, brands can utilize an interactive and immediate communication platform to connect with their customers.
Organizing community events, reward channels, loyalty programs, targeted social media campaigns and consistently responding to messages and comments can help the community grow.
- Enhances Brand Loyalty
Consistently sharing valuable content, providing exclusive promotions, and delivering exceptional customer service via social media can help nurture a devoted customer following.
- Allows Targeted Advertising
Social media platforms offer extensive targeting capabilities, enabling you to customize your brand messages based on specific demographics, interests, and behaviours.
- Emphasis on Cost-effective Marketing
In contrast to conventional advertising methods, utilizing social media marketing can be a cost-efficient approach to brand building. With numerous social media platforms offering both organic and paid advertising opportunities, brands of all budget sizes can effectively reach their intended audience.
Step-by-step Guide to Brand Building
We have synthesized the process of creating a brand identity into a few quick steps.
Step 1: Create a vision for the brand
This step requires you to ask why you have started your brand, what you want to achieve from it, and most significantly, how you intend on achieving said goals. Having a framework set before you will enable an easier transition to our next step – building a unique voice.
Step 2: Create a voice for the brand
Prior to choosing the stories that you would like to tell through your brand, you need to consider how your brand will look and sound. There are a few things to decide on:
- Brand colours – Begin by choosing the perfect colour palette that best describes the brand identity.
- Fonts – There should be one unique font for the headings and logo paired with a complimentary simple font for subheadings. Applications like Canva provide several optimal font pairings that you can choose from.
- Logo – Give yourself enough time to create a logo that captures the essence of your brand identity. You can utilize several graphic elements like vectors and images in your logo combined with previously decided colours and fonts.
- Tone – Further, you can employ copywriters to help find the right tone for your company’s content; one which resonates with the target audience as well.
Step 3: Choose the correct platform
When it comes to brand building, you need to go where your audience does. Thus, the next step is to build an influential community. You don’t just have to find which platform the target audience visits most, but also where your brand is most talked about.
You can find established communities and plant the seeds to build a new one through:
- Fan pages on social media
- Comment section of your social media pages
- Existing online meetups
- Trending topics on different platforms
- Public groups on social media
- Chatrooms, forums etc.
Step 4: Partner with influential people
There are many who can have an influence on your brand community. Therefore, partnering with influencers can encourage involvement in your brand community. People like social media influencers, brand ambassadors, affiliate partners, existing customers, content creators etc. are some of the avenues that your brand can pursue to ensure an increase in engagement.
To engage with influencers, you need to:
- Invite them with a personalised message mentioning the company’s goals, ethos, and why they would be a great fit for your brand.
- Brief them clearly on what the partnership will entail including details about deliverables on both sides.
- Incentivise the influencers with monetary compensation, and reimbursement through free products, vouchers, affiliate links etc.
- As your brand grows, it is advisable to assign a community manager who can organize and nurture the influencer community.
Utilizing social media platforms can make a huge difference in brand building and affirming the positive growth in engagement and interaction rate between a brand and its community.
How Can Digital Drushti Help You?
We are a premium digital marketing consultancy & learning platform for digital and social media marketing.
Digital Drushti provides comprehensive online/offline courses conceptualised by experts with cross-industry expertise. Our courses/workshops cater to students (graduates), management/working professionals, and business owners.
We are the right platform for you if you want to take up a social media course.
If you want to know more copywriting tips, social media, and digital marketing across all major platforms, check out our website or follow our founder Trupti Rahate. She is a seasoned digital marketing professional with a decade-and-a-half-long career in the industry.
