Week 7 (24/3): Your brand

“Edgethreesixty branding” by EdgeThreeSixty is licensed under CC BY 2.0

BY RUTH BERAN

Voice and personality

Brands need a voice, particularly on social media.

Your brand’s voice is the distinct personality it takes on in its communications.

How would you describe the OffCampus social media personality?

TASK: Read this article on social media voice and do the following exercises using the Off Campus’ personality:

  • if it was a celebrity or public figure, who would that be?
  • what adjectives will describe your vibe and tone?

READ: Here is a good description of the TAFE social media personality. Would you add anything?

Authenticity

The Journal of Consumer Psychology defines perceived brand authenticity as:

“The extent to which consumers perceive a brand to be faithful toward itself, true to its consumers, motivated by caring and responsibility, and able to support consumers in being true to themselves.”

DISCUSSION:

  • What do you think brand authenticity is?
  • How can a brand be authentic?
  • Why do consumers want a brand to be authentic?
  • Do you think that OffCampus is an authentic brand? Why/Why not?

Putting the listening into social media

One way to discover opportunities for building a social media presence is to do some social listening. This is when you track social media platforms for mentions and conversations related to your brand.

READ: This article on social listening

  • What are the two steps to social listening
  • What is the difference between social media monitoring and social media listening?
  • How can social listening help grow the OffCampus platforms?

Building a ‘tribe’

According to Seth Godin, a tribe is any group of people, large or small, who are connected to one another, a leader, and an idea.

WATCH: Seth Godin talking about tribes:

To build a tribe, you need to foster a sense of community by sending a message that is personal, relevant, and anticipated.

TASK

Using Canva create a social media post for one of the OffCampus platforms. Now show your image to the rest of the class and describe how your post demonstrates voice, authenticity, and builds a tribe.

Deciding which social platforms to make the backbone of your brand

Different social media platforms have different personalities, reach and demographics.

READ: this article on choosing the right social media platforms for your brand.

TASK

Choose a brand you admire.  

  • Determine which social media platform is the focus of the brand. Why do you think they have they chosen that platform?
  • How has the brand built their tribe?
  • Show how the brand does social listening (take a screenshot of relevant posts)
  • What is the brand’s voice and personality?
  • Do you think the brand is authentic? Why?

Discuss with the rest of the class. 

Author: veritychambers

Journalist and teacher

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