Brand management, in its contemporary form, emerged from the combined efforts of D. Paul “Doc”...
Welcome to the digital age! If your business isn’t evolving by building its brand and establishing a strong online presence, it risks becoming obsolete. Your customers are online – your competitors are online. You can’t afford to ignore the opportunities that are waiting for your business on the web. This new age has fundamentally revolutionized how brands connect and communicate with customers. There are dozens of online marketing channels and tools out there, from podcasts to blogs to newsletters, that you can use to reach your audience. However, today, we will explore two of the biggest opportunities you can leverage for maximum branding impact - social media and influencers.
Social Media: Transforming Brand Engagement
Instead of talking at customers through a bombardment of ads or trying to strike up conversations with the ones that visit your business in person, you can speak directly with customers that live on the other side of the globe! Now, more than ever, customers are looking for businesses with similar values, goals, and those they can connect to. Establishing your brand online with social media helps you demonstrate and communicate your shared ideals and allows for greater connection, no matter where your audience lives.
Your business can use platforms like Facebook, Instagram, X, LinkedIn, and more to share your stories, showcase your product, and engage in real-time conversations with your target audience. You can also use social media advertising (which is cheaper than traditional ads) to gain traction on your social media page and posts. Social media is also a great testing ground for seeing what ideas, stories, and products gain traction and interest with your customers.
Influencer Marketing: Amplifying Brand Reach
Influencer marketing is a powerful tool for brands to reach new audiences and build credibility. Just like social media helps foster customer relationships, influencer marketing taps into new and existing relationships that the individual has and ties them to your business. By partnering with influencers whose values align with your brand, your business can tap into established communities and leverage the trust that influencers have built with their followers. Influencer marketing excels in niche markets, allowing your brand to connect with a specific audience.
Crafting Authentic & Engaging Social Media Strategies For Your Brand
Branding on social media and with influencers doesn’t happen overnight; it certainly isn’t an accident. Here are a few tips for leveraging social media for maximum impact.
- Define your business’s brand voice and personality on social media.
Identify what your business values are and who your customers are, and craft posts that speak to that. If your customers are high school students, you’re not going to talk to them like they’re PHD professors in your social media posts. Understanding who your target customer is will help you develop content for social media that will resonate and engage your audience, building a stronger brand persona.
- Create high-quality content that is relevant and engaging.
Customers are tired of getting ads EVERYWHERE. Want to stand out? Offer content that is enjoyable, helps improve their life, or offers something of value that your customers want. By creating value-leading posts, you can build customer trust and loyalty. (Plus, they’re more likely to share your posts with their friends, family, or coworkers if it’s interesting.) For more tips on crafting content that resonates, check out our blog on brand building in 2025!
- Engage with your audience by responding to comments and messages.
Customers are hungry to establish relationships with businesses they trust and connect with. If they feel ignored by your brand online, chances are they won’t be a customer for too much longer. Besides, social media was built for connection – it’s not a one-way street. Take a moment every day to reach out to your customers and respond – your brand will thank you.
- Test and try out new uncharted waters.
Testing to see which social media platforms your audience is on, what time they’re on for posts, and what kinds of content they like to engage with is key. Don’t be afraid to see what works and what doesn’t! Where you find your customers and what kinds of content they want to engage with may change over time, so it’s important to change with them.
Dive Further Into Social Media & Influencer Marketing
The AIPMM team recognizes the importance of social media and influencer marketing for branding in today’s digital age. That’s why our Certified Brand Manager™ self-study course includes a comprehensive section dedicated solely to social media and marketing your brand. It also provides an in-depth exploration of the roles and responsibilities of brand management, with a focus on key organizational interfaces that enhance brand strength. What are you waiting for? Take your brand to the next level today!
