Branding is something that we should apply into every part of our business. Social media is no exception. This social media branding post is, actually, about Personal Branding on Instagram, but I can’t see why this wouldn’t work on TikTok or any other social media platform.
Before we continue, let me clarify that this mostly covers my experience in handling social media branding and how I decided to work my branding strategy. This is not to say that is the only way and you cannot mix all under one same account. You absolutely can. I do feel it presents more challenges in my case, but is doable and, in fact, is easier when done from the get-go.
A Quick Intro For New Personal Brands
If you are planning to develop a new social media branding strategy for your personal brand, take the chance to make it as personal as you want and create an account that shares as much “you” as you feel comfortable sharing. Read You Are The Brand by Mike Kim to understand the “Brand You” approach. Mike also has a cool IG feed, that is chill and personal (not “pretty” and curated in that way).
All that being said, you are NOT the brand. A brand is a brand, you are you. Humans do not fit in a brand. But that’s a good starting point, and then you can read my post “Brand Myths: You Are The Brand”.
Social Media Branding Strategy Takeaways
1. Your Niche and your brand do not need to represent ALL of you.
While adding candid photos of myself in private moments is an audience favorite (and that’s true for most business accounts), if I mostly add those, my engagement falls. Chances are that my number of followers will also drop significantly. And while we should look at the bigger strategy picture instead of focusing on the numbers, this goes to show that I have built my brand around the valuable content I offer more than around myself. Is it still a personal brand? Absolutely! If you pull out the “Kelly factor”, numbers will also be impacted.
Another point is that my personal account is where I share content about my horror writing, tarot daily reading, and so on. I can guarantee you my branding account audience is not interested in that -because I tailored my account to attract creative women entrepreneurs.
2. Niching down allowed me to focus more on my goals, refining my brand strategy with ease.
Shutting down the noise of a personal account and focusing 100% on the business allowed me to elevate my content and my experience, and see results faster. This led me to niche down further, seeing that I was so focused on my business goals and strategy.
3. It is important to not lose focus on what branding really is.
The branding market has been selling things like the “brand purpose under one same flag” while “creating a tribe”. While we want to attract and connect with a certain group of people in the online business community, we also want to sell. And that same group of people we attract and connect with are not in love with our brands or product simply because they exist. They FALL in love (and in most cases, they just like it, not love) because we offer them not only a purpose in common, but a service, product, or knowledge they need to grow their business or make their own lives easier in some way.
Branding is an appeal to emotions, but it is first and foremost a STRATEGY for your BUSINESS growth, through a strategically created messaging system. Never lose sight of this.
4. Position our brand in a certain way that will allow us and our business to grow.
There is no guilt or shame in this strategic move. This does not make us less authentic, genuine, or true in any way. This is what allows us to build the lifestyle business we all want.
5. Once I was ahead of the game, I reactivated my personal account.
Focusing on one thing at a time helped me do that one thing really well. And eventually, once that one thing had been mastered, I was able to add other things to my plate -like start planning a LinkedIn strategy, reactivating my personal Instagram account, becoming an organizer/moderator on other groups and communities, and so on.
6. There is no right or wrong in how you structure your personal brand presence on social media.
The main point here is: Your social media presence should be developed around a strategy that supports your business growth. Take into consideration how much you can handle, what is serving the purpose and what is not.
If you are on your path to developing your social media branding, read my post Steps To Build An Authentic Brand to help you build a brand with a message that feels right. You can also visit my Etsy shop for branding workbooks.