How to build reputation, rejuvenate, and reposition your brand
In a world where everything and everyone is online social media presents evolving opportunities for brands to communicate their offerings. And with it comes its challenges. Since everyone's adjusting to the new normal, brands are more aware of the increasing importance of building brand authority, as they all battle to be among the 78% outselling their competitors, especially in a crowded online space.
While it has technically been around for the past 40 years - social media is no longer the cutie everyone holds about, but the dreaded adolescent—with rapid changes—who spikes curiosity amongst the over 3 billion people using it and their competitors as they struggle to control it.
But how do you differentiate and own your share in this ever-evolving social media market? Repositioning your brand is perhaps the single most crucial element to gain a foothold. Brand positioning successfully increases customer loyalty and increases sales. Fortunately, brand repositioning is rarely triggered by just one factor; a combination of several critical factors triggers it. Examples consist:
- Dwindling Sales
- New Industry trends caused by Pandemic, latest technology, new competitors, broader target audience
- Product/service updates that require new messaging
Are you experiencing any of these? Then your brand might need a digital makeover. And to this effect, we bring together expert social media strategies on how to build reputation, rejuvenate, and reposition your brand as a fierce authority in the competitive social media market to drive sales.
Brand Repositioning or Rebranding
Positioning your brand in the minds of your customers is the definition of Brand Repositioning. A brand positioning strategy does more than create a tagline or a cool logo for your business. Colour differentiation isn't enough to win in the competitive digital landscape. A well-positioned brand is one that is perceived as reliable, valuable, and credible. The combination of those three makes your business unique, and as a result, your customers remember you at all times.
On the other hand, rebranding means completely overhauling your company's identity. It could involve redesigning a logo or naming a new product or brand. With a rebrand, a company can build its identity from scratch. Rebranding's primary purpose is to start a business by separating it from its earlier identity.
Why is brand positioning important?
As your brand already has a reputation, you need a brand positioning strategy that can help you better manage your reputation and brand image. A century ago, an American soda company produced the world's first cola drink. At the time, the company successfully positioned itself as the beverage pioneer. Coca-Cola is now a household name for all soda drinks with millions of sales worldwide. Companies can differentiate themselves from competitors by positioning their brands. Differentiation helps businesses communicate they're offering, increase brand awareness and sales.
However, brand positioning strategies aren't all the same, and they're not all aimed at the same goal. The positioning and messaging of your offering will depend on your offering and industry. We will discuss a few familiar brand positioning strategies that can teach you how to build reputation, rejuvenate, and reposition your brand as a fierce authority in the competitive social media market to drive sales.
How to build reputation, rejuvenate, and reposition your brand as a fierce authority in the competitive social media market to drive sales
Choose a befitting social network for your industry
There is no such thing as having it all - so make sure you have the right stuff. Your brand's industry will determine which social networks are appropriate for your brand's authority building. Except you, social media handlers, being active on every social media outlet will merely frustrate your offering and authority.
Different businesses have unique needs. Chances are you won't be using Instagram as a B2B company, and you may not be using Linkedin as a B2C company. Also, consider your availability for creating quality content and which networks your target audience is most likely to use when choosing your platforms. Publicise your name as you build authority online. Even though you should prioritize your top social networks, you should not ignore all of them. Make sure you are signed up on all social platforms but don't juggle them simultaneously. You can create a consistent brand as your company grows by claiming your company name on social media channels early on.
Develop a Social Media content strategy
Strategise - nothing can delay your social growth more than guesswork. Strategizing is the first thing to one when learning how to build reputation, rejuvenate, and reposition your brand as a fierce authority in the competitive social media market to drive sales. Social media content is hard enough to create; creating engaging content with your target audience is a much bigger challenge. In addition to being attractive and exciting, content also needs to be relevant and easy to consume. Having a social media content strategy outlines what you post and when; it also helps you measure your results and improve your strategy. By analyzing network engagement and the type of content that most connects with your audience, you can find the best way to present the content. Start by creating a plan for 90 days. It's essential to map channel-level content activity to stories of high-level content when developing a social content strategy. The purpose of optimizing your content for a social audience is to keep in mind that traditional content is consumed differently than social content.
Develop your Social Media voice
How you pass a message is more important than its context. A set of style guidelines and a tone of voice that define your company are as vital to your social media as they are to the rest of your content. Whenever you make a social post, you should be concise and brief - straight to the point.
Enhance Brand Authority
Share relevant, high-quality content on social media to position your business as an authority and create a positive online presence. As a result, your customers become loyal followers first and influencers after that. As a result, your business's social media profiles should be updated regularly with engaging posts on what your business and offer are all about.
Promote Customer Engagement
By the second, Social Media offers a new feature. Take advantage of these features to improve customer engagement. Create a virtual live on your Instagram story, Facebook Live, of what your office or store looks like that you can stream for your customers to see how you operate. You can increase engagement by giving customers a chance to give feedback on product features, running questionnaires and contests, and rewarding the best answers. Make sure your content is working without hitches before going live on Social Media.
Utilise social media to provide customer support
Brands employ Social Media for various reasons, from creating brand awareness to providing service to technical support. In response to customer queries posted on a brand's social media business page, the social media support team responds within a set Turn Around Time (TAT). Develop and implement a robust customer response system on your company's social media channels to position your brand strategically.
Provide Relevant Content
Social media posts boring content will fail to attract customers' attention. Compared to a warm tone and clear content. In that case, whether it is funny, casual, formal, or friendly, you will be able to capture your customers' attention immediately. By connecting with your followers on social media, you can strengthen the bond and increase your brand's loyalty.
In the end, Social media goes beyond posting, trends, and likes. Your social media channels are a great opportunity for Brand Repositioning - but this is no “walk in the park.” As of today, there are neither standard methodologies nor a “one-size-fits-all” formula; even brands today Coca-Cola is recognised today because of consistency. While social media branding doesn't take centuries, it requires some patience and the above guidelines on How to build reputation, rejuvenate, and reposition your brand as a fierce authority in the competitive Social Media market to drive sales.