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…
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 www.gloople.co.uk