With a lot of influencers quitting their full time jobs and taking on blogging and social media as a full on (24/7) career, I think it’s time we talked about the professionalism of blogging, branding and how companies are using social media to create and grow their brand.
Yesterday I had the chance to create an influencer panel talk hosted at none other than the lavish ASOS HQ. Not usually much of a public speaker I often shy away from this venture except from the frequent ‘can you move down please!’ on my daily commute to work.
The panelists included Dior (yes, that is her real name) Bediako, creator of The Junior Network. A members club connecting fashion graduates starting out, to top industry dogs. This includes designers such as Henry Holland and The Dots founder Pip Jameison; A mean feat for even the savviest networker, Dior saw a niche in a market and created a company based on this
Our second panelist was Dr. Ewoma Ukeleghe, creator of Skn Doctor, a brand focused on aesthetics, non-evasive surgical procedures and premium brand dermatological products. A qualified Harley Street practitioner; Dr. Ewoma saw a gap in the market for a personable approachable and modern take on cosmetic surgery, as opposed to the older white jacketed male telling you how to look better.
The final panelist was Alise Jane, a photographer and videographer who works with some of the biggest influencers in the U.K. Her client list includes the Made in Chelsea elite to Patricia Bright one of YouTube’s most recognisable faces. Her skills and C.V involve creating content and video edits that are short, snappy and engaging.
Although in different fields brand wise all three had one common denominator; their brand was created by spotting a niche in their market and creating a product or service that fit that growing demand.
So let’s get down to the meat in the sandwich, or tofu if that’s what you prefer.
Knowing what type of brand they wanted to be. This was the first step to their branding journey.
Whether it be colour, logo, brand style or tone of voice when writing your captions, these small details are exactly what finesse the final picture of your brand and what it will be known for.
It can always seem dismissed but colour is an important part of your brand. The best logos and brands have distinctive colours, that draw you in and you think of immediately, as you associate them with their brand. McDonalds for instance; I see yellow and red- Two colours that encompass the McDonalds brand, and I automatically want a happy meal.
Is your brand bright young colourful? – Yellow, Pink, Purple
Is it minimal and simplistic – Whites greys and blues?
All these colours connote a message, a message that will be what your brand is known for.
It’s important to keep this consistent within all your social media channels. Additionally talking of consistency, the best advice I have ever read is keeping my handle the same across ALL my social media channels as a blogger. Its easy to see why when you think about it, consistency is key in branding.
Whats your Niche
Why do people come to your channel or platform? What would your audience and potential clients you with, what do they want to be known for?
Are you a young creative, with innovative ideas and a different way of doing things, are you the go to for coding tutorials, key trends? What message do you want to convey to your final audience? What are you the ‘go-to-guy for?’
Am I going to your website or blog or page to find a or b or c. Do you have this content or product on one form of social media or a few, if so are they leads that can revert and convert me from wanting C but leading to A. I need to know that when I go to this page, this is the experience, and content that I will find. Also users come to different channels for different things therefore its useful to have links to your other platforms and cross promote. Its also important to segment your content therefore it is easier for users to navigate around your site.
To add when writing your content copy it is important to consider your tone. Do you want an authoritative dominant voice that tells your audience how to do things? Or are you less formal and give suggestions and recommendations? Tone is very important and it makes a massive difference on how your audience engages with you.
Content and Engagement
What would resonate with their audience and increase growth and generate sales? What call to actions do they use? How do you use their engagement for aid potential growth and turn this into sale or rentention?
A lot of the brands found that once the interacted with their audience it was easier to grow. Two main things stood out; engaging with followers either through hashtags used as you know they have an interest within that field, and lastly engaging with users and followers of a similar brand to yours or one you aspire to be. Not only will this grow your following, it will bring you to the attention of your competitor’s followers.
This was mostly the context for yesterday evening. It was an insightful and open forum that allowed startup entrepreneurs to engage and ask questions that they previously would not have had the chance to. It’s wonderful to see how these three brands are growing, I can’t wait to see where they are in the next five years. We thankfully had questions at the end and a chance to network with the attendees.
The reception was great and you can find some of the attendants comments here.
As I mentioned in my previous post, never fear dipping your feet into something new. So here’s to more public speaking, growth and learning, and most importantly engagement, therefore don’t forget to comment and share this post by clicking the button below if you found it helpful.