Build Your Brand with Twitter and Drive Retail Sales by @WVRKnight #IndieRetail

If your brand suddenly turned round and talked to you, what would it say? What would it sound like? Your eccentric old aunt, talking nineteen to the dozen and sozzled on gin? Your uber-cool nephew, always holding the latest gadget and an invite to the hottest party in town? Your wise and authoritative dad, booming kindly paternal advice from his armchair?

Twitter has added a whole new dimension to defining, developing and growing your brand…

Twitter is a great – and unique – way to communicate your brand to the world, with its informal style and the flexibility to communicate across multiple channels, whether you’re out and about or at your desk.

It’s worth taking the time to ensure that Twitter is working for you and your brand, and that your Tweets are saying what you want them to say.

Top Tips on establishing a credible brand identity on Twitter

Get the look.

If you’re establishing yourself as a serious authority on luxury fine wines of the world, a SpongeBob Squarepants wallpaper combined with a photo of you dancing on a bar top in Magaluf is probably not going to help your cause. Take the time to make sure your Twitter page accurately reflects and conveys your brand. Logo, background, profile pic – they all tell a story, so make sure it’s the right one.

Talk the talk.

Are you setting yourself up as the hippest, coolest party planner in town, but using vocab straight out of the 90s? Spend time thinking about your tone of voice and whether it conveys the ‘real you.’ And similarly, think about your target audience. If your preferred demographic mainly includes fabulously wealthy City bankers, they might get a little confused when serious Tweets on the upcoming changes to the agricultural tax structure is followed by a knock-knock joke. Skittles and Innocent are great examples of a brand voice.

Keep good company.

Monitor who is following you – and don’t be afraid to delete those who damage your brand. If you’re a children’s toy company, do you really want a Las Vegas strip club following you? And don’t feel obliged to follow everyone who follows you. It may look great to see all those numbers against your profile, but if they don’t fit in with your brand and its ethics, you can do yourself more harm than good. Twellow allows you to find like-minded Twitter users in every industry, and you can list yourself as well.

Keep it real. Avoid Tweeting mindless chatter for the sake of it – your followers will quickly learn to ‘switch off’ if they come to expect pointless white noise from you. Make sure everything you say or retweet is useful, informative content and include links where possible. It’s an idea to keep your social Tweets distinct from your business Tweets – create two accounts if necessary. That way a random Tweet about sitting through ‘the most boring client meeting with the stuffiest blokes in the world’ won’t have disastrous consequences for your brand…

Get organised.

When your Twitter account is representing your brand, it’s important to be consistent and reliable and build a community. If people are used to relying on your razor-sharp insights and valuable updates, then a sudden silence could lose you quite a few fans as they turn to new sources of information. Similarly, activity on other social media sites can undermine your carefully branded Twitter account if they don’t match up.  Marketmesuite is a great software for managing your Twitter account and activity – enabling you to brand your Tweets, schedule regular communications from almost any device, add multiple accounts and much more. Hootsuite is a social media dashboard that enables you to manage multiple social media activity, including Facebook, LinkedIn and WordPress, for seamless branding.

About the author… Warren Knight

Warren Knight is a Social Commerce expert and specialises in helping SME’s use Social Media Marketing to better understand their customer. With nearly 20 years experience in retail and is the founder of UK 1st “Social Sharing” eCommerce platform Gloople, designed for SME. Connect with him personally @wvrknight or, for the latest online retail news, follow @gloople


About Clare Bailey

Clare Bailey, The Retail Champion (formerly Clare Rayner), is one of the most well-known and respected retail experts in the UK. With unrivalled knowledge in retail, high streets and consumer matters, she offers unbiased, independent content – whether engaged as a professional speaker, for broadcast media, or for a written feature. Clare is a business woman, entrepreneur and founder of several small businesses. Having been born into a family of successful business owners, it was inevitable that she’d eventually jump off the corporate treadmill and step out on her own! Today her brand portfolio includes The Retail Champion, The Retail Conference, the Future High Street Summit and the Support for Independent Retail campaign. In addition, she is co-founder of Mobaro Retail UK and a non-exec director of Beed Virtual Assistant Services. Having started her career as a fast-track store management trainee for McDonalds, she went on to work with leading retailers such as M&S, Dixons and Argos. She moved swiftly into management roles before being headhunted into senior consulting roles with global software giant SAP, and international management consulting brand, Accenture. Her corporate background in senior retail, consulting and technology roles, coupled with her experience of creating and running her own business, has enabled her to be equally capable whether consulting to global brands or micro businesses. This unique blend has not only positioned her as a leading expert in all things retail, but has enabled her to add meaningful commentary and insight to the debate around the future of the high street, and, how technology is driving fundamental change in the way consumers, and businesses, interact. Clare has become an influential voice in her field, which has resulted in her becoming a regular media contributor and sought-after conference speaker. Often seen on Good Morning Britain, BBC Breakfast, Sky News, and Chanel 5 (to name a few), Clare speaks on a myriad of retail, high street and consumer issues – but is particular adept when it comes to explaining the context behind retail trading results, newly released data, and government stats, in a palatable and informative manner. In addition to broadcast and conference speaking, Clare is the proud author of two best-selling business books published by Kogan Page - The Retail Champion: 10 Steps to Retail Success, published July 2012 and How to Sell to Retail: The Secrets of Getting Your Product to Market, published February 2013. She has provided contributions to various academic texts, including Retail Marketing Management (published by Pearson). With an engaging, conversational yet informative style, Clare writes for press and content agencies, providing features, articles, blogs and opinion pieces as well as contributions to white papers and reports. However, when the situation demands a more serious style, Clare can deliver - In 2016 she wrote an extensive report for a major insurance and risk law firm, as a retail expert witness, to support a public liability suit. She found that project particularly enjoyable as it played well to her strengths – assimilating large amounts of data and information, identifying the key points and articulating that in an understandable manner. When not on TV or speaking at conferences, Clare’s “day job” sees her supporting consumer-facing businesses through her consultancy services. When asked to describe what she most loves about retail consulting it is typically the opportunity to “dig deep”, getting “under the bonnet”, in order to leverage the business data to uncover the insights that lead to “lightbulb moments”. She also loves working on business change programmes that centre on improving the processes and systems to increase profitability by supporting more rapid, better informed decision making, improving the customer experience, or simply by become more efficient and streamlined. In this respect she considers herself a “business engineer” with a brain that works like a relational database! Due to her years of experience, her logical, objective approach, her quick, rational thinking, she is known for being able to cut through complexity, seeing right through to the crux of issues, finding creative solutions that others may have overlooked. As if all that wasn’t enough, Clare is a working mum, juggling a home life in rural Lincolnshire with her partner, their 5 kids, 4 cats, and geriatric Labrador! For all enquiries, contact Clare directly on 01727 238890 or email
This entry was posted in Blog-a-day for Indie Retail, Increasing Sales, Independent Retailer Month 2011. Bookmark the permalink.

One Response to Build Your Brand with Twitter and Drive Retail Sales by @WVRKnight #IndieRetail

  1. Pingback: A preview of first 7 blogs for blog-a-day for #IndieRetail | Clare Rayner: The Retail Champion

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