As I talk to students, and even some nonstudents, it becomes increasingly apparent that people are better understanding the value of building a brand that extends across multiple platforms.
What inquiring minds want to know goes a little something like this: Why is branding, across your chosen platforms, so important? Think about it … for a second.
- Simply put, consistent branding makes it easier for people to find you. If your audience likes you (and/or your content), for example, on Twitter, make it easier for them to keep up with you on other platforms, such as Facebook and Instagram. Consider this, and it might be Captain Obvious stuff, here, but: audiences can be fickle and don’t care about the feelings of hard-working social media managers who are putting their heart and soul into their content. Word to the wise: Don’t make your audience work too hard to find your content. Chances are they’re not willing to put in as much effort as you’d hope.
- Consistent branding, across whatever platforms you’re on, makes it easier to market to a broader audience. The lack of naming convention makes it difficult – especially if you’re not a bigger brand with a large built-in fan base. It’s not always easy to find and secure your preferred handles across popular SM platforms. If you can make it happen, however, it is worth it. Take your time to establish a naming convention that makes sense for your brand.
- Consistency, in your branding, looks more professional – like you thought it through from the beginning with strategy in mind. You want to appear professional (side note: you want to be professional, too). It’s not just about creating the illusion of professionalism. Substance, like your brand, matters.
So, think it through from the beginning. Consider a handle that’s available across the platforms you have identified that make sense for your brand. It can be a bit of a pain, on the front end, but it will pay off, on the back end. You will be happy you did it.
Take your time to do it right. Your brand and reputation, from PR and marketing perspectives, will benefit from it.
Check out the SG3 Communications website for more information and to learn about our services.