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Strategies to expand a business’s brand identity

By Nikki Singh

When one thinks of the term ‘building a brand,’ what comes to mind? Many people assume having a brand is only for big corporations or six-figure businesses, but that is not the case.

Branding is important whether one is an owner growing a franchise or part of a 10-person team—and social media can be a great medium for this.Why build a franchise on social media? One notable reason is the sheer amount of people who use social networking everyday. Having an online and a social media presence is almost crucial now—though it does not necessitate being on all platforms—and is an easy way to build a business’s brand identity.

Identify the right platforms

It is important to know the right social platforms to participate and to avoid wasting time. But, how can one find the appropriate channels for a business? Here are a few questions to consider:

  • Which platforms does the audience use the most?
  • Where does the business’s traffic come from?
  • What platforms do competitors use?

Once the proper channels have been identified,
a franchise owner can start to develop their voice. To do so, one must consider the following questions:

  • What does the brand want to be known for?
  • How will the business share its message?
  • What value does the company want to provide to its audience?
  • What adjectives would the company use to describe its culture?
  • How can one show authenticity in posts?

Create an editorial calendar

Once the proper platforms and voice have been identified, one can create an editorial calendar. Do not shy away from this step. It may seem like a huge undertaking, but determining the basics of an editorial calendar can help the business be clear of its expectations and goals.

One must consider the following:

  • How often will the company post on each platform?
  • What type of content will it post?
  • What third-party content will be shared?
  • Who will manage finding/scheduling the content?
  • What publishing platforms will be used?
  • How can one be a thought leader in the industry?

It is important to be consistent with the type of content that is shared across all platforms. Consider using five to seven categories of engaging content.

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