Brand literally means a distinctive name identifying a product or a manufacturer. According to Wikipedia a brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan.
The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand nameis called a trademark. The word brand has continued to evolve to mean the personality of a product, company or service.
So branding is all about creating an identity for your company by making it unique and making it stand out from the rest.
Online branding involves identifying the target audience and using the online brand development tools to create and carve a brand awareness about your product, service or company.
Currently social media is one of the best brand building tools available online. Now, online social media as the name suggests is the direct interaction with people using web technologies. The numerous platforms which serve as social media tools for brand awareness, brand recognition, brand experience and brand image are Facebook, Twitter (Microblogging) , Blogs, Social Book marking, Video sharing, Photo sharing (Flickr, Picasa), Audio sharing, News, Product reviews, Business Reviews, etc.
Among all the above options Facebook, Twitter and Blogs are widely used to contribute to create an online brand for any business.
These online tools have a strong impact and a very wide reach on the web. Mostly they are conversational type of platforms, hence there has to be a lot of consistency, genuineness and relevance on what you post and how you answer every query or comment on these social media websites.
As people judge you by what you say, with whom you interact and how you react to comments and complaints regarding the products and services your company deals in.
If you have presence on nearly all the social media platforms then the consistency and relativity about the posts on each of these platforms is highly essential as only then the trust factor can be developed for the brand. As people put together all what is said on each of these sites like a jigsaw puzzle to get a complete picture.
The brand name, the brand logo and color, the brand slogan are the most important factors which contribute to brand recognition. If people see the same logo of a company everywhere on all the social media platforms and your website they start co-relating to the product that your company offers which creates a good recall value .
Hence, handling a social media campaign for a company is a task which requires good interpersonal skills along with the knowledge of the features offered by the social media sites so that the campaign can achieve the right brand image for the business.
If the social media campaign does not have an organized and a planned approach it may harm the image of the company rather than healing it.
Mostly all of us have a presence on at least one of the social media sites but its high time we start finding out the answer to the following question related to our social media campaigns.
· Is the social media campaign for my company creating the brand image and thereby the brand recognition that we need?
Every post and tweet creates an online reputation about your company and business , hence pause and ponder before your post and think before you tweet.