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The internet is an unforgiving place for poor marketing strategies and careful consideration is vital for a successful brand image. The brand is the 'face' of your business and this is why it's important to have a clear strategy when presenting it to your target market.
At I-COM, we're always on the lookout for examples of clever branding, but when we saw Kellogg's new campaign for All Bran, we began to question its effectiveness. The rebrand focuses on women aged 30 and over and attempts to highlight the health and beauty benefits of more fibre in a diet. Kellogg's are spending £5m on a multi-media campaign that will use social media platforms to push this 'new age' for All Bran.
It's clearly a good opportunity to reinvent a 90 year old brand, but is the campaign, which features Jennifer Ellison in a tiny bikini, really a good example of knowing your target market? For a social media campaign that is seemingly about 'health', is it really right to have a role model so strongly connected to the world of WAGs, plastic surgery and lad's mags?
Ellison in the "Yummy Tummy" Campaign
At 28, Ellison isn't even in the right demographic, which is surely patronising to many women in their 30s and 40s. Whether you agree or not, it's a clear example of the importance of how vital it is that you promote an image that is faithful to your target market.
Social Media & Your Brand
So, how do you ensure that your campaign is suitable for your target market? If you are considering using a social media campaign for your business, always take time to clearly define your brand and its objectives. Sites such as Twitter and Facebook have been proven to boost business, so using it effectively is crucial. To help, here are four elements of successful social media branding:
1. Know Your Market
Who is your target audience? And where will you find them? Before you begin a campaign, conducting research into your client base is essential. Doing so will create a strong foundation to build your brand and connect with potential customers. For example, different types of social media sites will attract varied demographics; there's no point in taking advantage of every social media platform if the right people aren't there.
2. Define Your Values
What is central to your business? Avoid ambiguity and establish specific guidelines on what your brand is about. This will create a clear picture for your customers and allow you to present a business that is relevant to them.
3. Find Your Voice
A social media campaign means interaction with your target market, so ensure your tone supports the personality of your business. Are you personable, serious, or controversial? Use your guidelines to find a voice that fits with your customers.
4. Create an Image
Don't forget the importance of aesthetics and adapt the look of your business to suit your brand. Implement your branding across all your social media profiles. For example, design a custom background for your Twitter or Facebook and create a cohesive image for your business.
Social Media Success
If you would like more information on successful social media campaigns, get in touch with the I-COM team on 0161 402 3170 or email us. Alternatively, you can contact us on our Twitter @I_COM, where you will find more tips on social media, branding and online marketing.
