Social media is a powerful brand building tool that can drive long-term, organic growth which is sustainable through any micro- or macro-environmental threat. Developing the value of your brand should always be a top strategic priority. Brand value has saved more than one company or product from going under in recent years. Playboy and Twinkie are just two brands that survived another day thanks to the value of their brand names.
3-Step Brand Building
With that in mind, your social media marketing efforts should always follow the three primary steps of brand building:
1. Consistency: Consistently communicate your brand promise in every interaction with your audience so they develop the desired perceptions of it. Remember, brand confusion is the number one brand killer.
2. Persistence: Communicate your brand promise continually and always meet audience expectations based on their perceptions of your brand.
3. Restraint: Never pursue opportunities that don’t effectively support your brand promise or your audience’s perceptions of your brand and expectations for it.
Unfortunately, those three core brand building steps are often ignored or forgotten in social media marketing, which is a huge mistake. Instead, those three fundamental steps should be at the core of every social media marketing activity you participate in and campaign you launch.
7 P’s of Social Media Marketing for Brand Building
Once you have your foundation in place, it’s time to take your brand to the next level with the seven P’s of social media marketing success. As you review each step described below, notice how the three primary steps of brand building tie into each of the seven P’s of social media marketing.