Social media has revolutionized the way we communicate with others, including businesses. Many brands rely heavily on social media to build their online presence, attract new customers, and strengthen customer relationships. However, with so many companies vying for attention on these platforms, it can be challenging to stand out among the noise. One way to cut through the clutter and make an impact is by building an authentic brand on social media. Authenticity is crucial in this age of transparency, where customers expect companies to be transparent about their actions, values, and beliefs. Here are four ways to build a genuine brand on social media:
1. Be true to your values
The best way to build an authentic brand on social media is to be true to your values. You need to define what your brand stands for, what you believe in, and then reflect these values consistently in your social media content. Authenticity comes when your brand is transparent about what it stands for and what it is trying to achieve.
One company that does an excellent job of reflecting its values on social media is TOMS TOMS. TOMS has built its brand on the belief that every purchase can create a positive impact. TOMS’ #EndGunViolenceTogether campaign is an excellent example of how the brand has taken a strong stance on a societal issue. By sharing stories of gun violence survivors, TOMS connects with its customers in a meaningful way and reinforces its values.
2. Tell your brand story
People connect with stories, and your brand story can be a powerful tool to create engagement on social media. Your brand story should reflect your values and give customers an insight into what your brand stands for. Be transparent about your journey and tell your story in a way that resonates with your audience.
One great example is Patagonia. ‘s commitment to environmental activism is central to its brand story. The brand uses its social media accounts to share stories of real people who have made a difference in the fight to protect our planet. These stories help create a connection with the brand, inspiring people to take action and support their efforts.
3. Engage with your customers
One of the greatest benefits of social media is the ability to connect with your customers directly. Your social media profiles should be less about selling your products and more about building relationships with your customers. Authentic brands take the time to listen to their customers, respond to their inquiries, and show that they care about their needs.
Zappos Zappos is known for its excellent customer service, and this reputation extends to their social media accounts. Zappos uses social media to connect with its customers, provide timely, personalized responses to their inquiries, and offer support when needed. Through their interactions with customers on social media, Zappos builds trust and creates loyal customers.
4. Show your human side
Authenticity comes from being real, and to be real, you need to show your human side. Share stories about your employees, give a behind-the-scenes look at your operations, and showcase the personality of your brand.
Ben & Jerry’s Ben & Jerry’s does an excellent job of showing its human side on social media. The brand uses humor, creativity, and personality to connect with its audience. Their social media accounts are filled with fun content like ice cream-related memes, quirky videos, and engaging posts that reflect the brand’s fun-loving personality.
Building an authentic brand on social media takes time, effort, and a willingness to be vulnerable. Your focus should be on building relationships, connecting with your audience, and reflecting your brand’s values. By following these four strategies, you can create a genuine brand that resonates with your audience and stands out in a crowded social media landscape. Remember that authenticity is key, and when customers feel that they can trust your brand, they will become loyal advocates. So, take the time to be real, and watch as your brand grows and thrives on social media!