Whether you’re building a personal brand, a corporate brand, or both, Twitter branding holds a wealth of opportunity for creating something brilliant that people will turn to…and buy from.
With millions of users, Twitter has become a go-to for any size business wishing to:
- communicate with ideal clients and existing customers
- increase engagement
- market new products and services
- build a reputation
- form relationships that will lead to brand loyalty
- get feedback
- boost brand awareness
- demonstrate expertise
- promote activities
- go viral
You’ll notice that these are all basic tenets of branding—meaning that Twitter branding is a brilliant method for enhancing your efforts.
So how can you get all of these branding benefits through Twitter?
Build a Brand with the Help of Twitter Branding
By now, you might know that maintaining a notable online presence is crucial because the brick-and-mortar store is being replaced by a website and social media pages. If you’re not taking advantage of these internet traffic stops, you’re essentially locking the door and flipping your shop sign to CLOSED.
Notice the word maintaining in the previous paragraph. Being a web-based force is not a once-and-done endeavour. It is, however, something that requires continual updating, upgrading, protection, and evolution. Creating and upholding a Twitter account is one way to claim your market mindshare, and here are some tips for doing it in a way that builds your brand:
- Claim your handle ASAP. Twitter handles (account names) are becoming hot commodities, much like domain names. If the name of your business is Acme Mouse Traps, and someone else claims that handle, your audience will have difficulty finding your Twitter account and you will have difficulty building your brand with your Twitter account. It’s certainly not impossible to operate under another handle, it’s just easier when your handle supports and builds your brand.
- Carry over visual branding. Your website and other social media places should already be visually branded, with the colours, fonts, lines, and imagery that you’ve chosen for communicating your brand’s message, values, mission and vision. The same goes for your Twitter page. Brand the background, to create brand cohesion and consistency.
- Create a bio that works for your brand. You are limited to only 140 characters, so succinct, yet effective, is the goal. Use the one you’ve included on your website and pull key points from it. Include a link to your website in your Twitter bio.
- Focus on a purpose. Different businesses use Twitter for different reasons. Some use it to sell (softly), whilst others use it to inform. Others use it to entertain or engage and stir emotion. Your approach is up to you: Decide whether you want to continue (and complement) what you’re doing on other pages, or if you want to fill a gap. Then get to work with consistently creating that atmosphere on your Twitter page.
- Avoid salesy language. Even if you’re using Twitter to sell, do it with relevant information and contributions that will cause people to feel indebted to your brand. Using sales-speak is a sure way to push followers away from your brand and toward the competition.
- Maintain a branded voice. You’ve probably already decided on a voice for your branded communications. It could be casual, comical, professional or serious, based on your brand’s purpose and its intended audience. Just because Twitter posts are limited to 140 characters doesn’t mean they can’t demonstrate your brand voice. Again, consistency across all branded channels is a MUST.
- Offer intense value. Remember that consumers want to know, “What’s in it for me?” Make your Twitter page a place where they can go to learn things that will improve their lives. Offer relevant information that will give them a sense of having “scored big time.” Make it so good they’ll want to share with friends and get the credit for improving their lives, too.
- Be a tease. Twitter’s limitations on post length make it the perfect platform for tickling the curiosity of your audience. Do you have a new podcast or webinar coming out? Are you publishing a book? Launching a new product? Use Twitter to raise eyebrows and to point people to places where they can learn (and buy) more.
- Schedule Q&A sessions. A big part of branding is establishing yourself as an expert in your field. One great way to accomplish this is to hold regularly scheduled Q&A sessions. How to Build a Brand holds ours every Tuesday evening from 8 to 9 p.m. (@sammyblindell and @milesfryer, #BrandBrainsQandA). We make this known to our audience, and anyone can ask any brand, branding or marketing question (and get a live answer) during that hour.
- Retweet. Find complementary brands (those brands that cater to your audience but do not offer a service just like yours). Engage with them using your @ handle. Join in their conversations and demonstrate your own expertise, without be salesy. This will put your brand in front of more members of your target audience.
- Include your blog posts in your Twitter feed. Use an app like Twitterfeed to automatically share your published blog posts in followers’ feeds.
- Share your Twitter account. Take every opportunity to invite people to follow you on Twitter. Include your handle in your email signature, on webpages, on blog posts, newsletters, business cards, all promotional materials…everywhere you communicate to your audience. Include a button on your blog posts so readers can easily retweet your articles.
- Form or join a mastermind group. A mastermind group is a group with members who offer complementary services or share the same interests. This is an “I’ll scratch your back, you’ll scratch mine” arrangement in which members work to promote each other by retweeting one another’s posts.
- Consider creating more than one account. Should you begin to feel that your Twitter account is being clogged (or distracted) by technical support questions or other items unrelated to your page’s primary purpose, then maybe a separate account is in order—a page dedicated just to that “distraction.” This will avoid flow interruption on your main page and decrease the likelihood of your missing an important (albeit not mainstream) question or comment.
Wishing to learn more about how you can use Twitter branding to increase the effectiveness of your other branding efforts? Then take a few moments to learn about our B.R.A.N.D. Building Bootcamp, a full day branding experience designed for the entrepreneur who wants to surpass the competition in credibility, visibility and profitability. Read about it and register here.