If social media is the new word of mouth—as some journalists are claiming—then it’s an important tool for solidifying your brand. Consistency across channels is key when it comes to sending your messages and embodying your brand’s personality.
When you’re writing a tweet or posting on Facebook, keep an eye on your brand elements. All your communications should explicitly or implicitly make the same points about your organization. Your online presence should help your audiences internalize your brand promise—the essence of what makes your organization unique and important.
Your brand’s personality should shine in every facet of your social media presence, from your word choice to your tone to your response time. For example, a brand with a serious personality should studiously avoid topical humor memes. An approachable brand means responding to your audiences whenever they reach out to you, as soon as possible.
Mission Minded worked with Challenge Success—a research-based organization that develops practical curricula for those looking for a healthier and more effective path to success for children in the 21st century—to develop its brand architecture. The organization effectively leverages social media in service of its brand promise, “The knowledge to navigate,” and its brand personality: inspirational, credible, voice of reason, and warm. By posting their own white papers and answering parents’ questions online, they’re fulfilling their promise to supply useful information about education and life balance.
Not only are they accessible by social media; they’re also proactively informative, sharing content relevant to education from preschool to college. Challenge Success engages its audience by speaking directly to them in ways they’ll find helpful.
Challenge Success brings its “inspirational” and “credible” personality to life by posting food for thought from trustworthy sources beyond their own work, too. They use formal—but not stiff—language that reinforces their authority.
Because their brand work shapes their social media presence, they can maximize the meaning of each message they send on those channels. Instead of just saying that their organization provides parents with knowledge, they steadily, deliberately dispense information in a way that’s true to their personality.
So take a look at a month’s worth of your social media content. Are you reflecting all the key elements of your brand? Does your content reflect the organization’s personality? If so, you’re on your way to deepening your relationship with your key stakeholders in a vital and interactive platform.
Sarah R. Moore, our Director of Brand Strategy, joined Mission Minded from a career that has spanned both the private and nonprofit sector.
See all posts by Sarah Moore