Brand imaging using Facebook.


Transforming a brand into a socially responsible leader doesn’t happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.-Simon Mainwaring.

As an entrepreneur you decide that it is time to take your brand on social media- first stop Facebook. You log in to your personal account you create a page upload relevant pictures of your brand invite your friends to like the page and you feel you the expert. You post a few pictures. Update status and three weeks down the line and you start thinking “This page isn’t giving me any results I should take it down.”

WWWWWaaaaaaaaaaiiiiiiiitttttttttt…… before you do that how about we try al ittle face-book hacks that we’ve come up with together if it doesn’t work then you can take down the page..Deal?

Great let’s get on with it….

Your Facebook Page makes your brand:

  • Discoverable: When people search for your brand on Facebook, they’ll be able to find it.
  • Connected: Have one-to-one conversations with your customers, who can like your Page, read your posts and share them with friends, and check in when they visit.
  • Timely: Your Page can help you to reach large groups of people frequently, with messages tailored to their needs and interests.
  • Insightful: Analytics on your Page will give you a deeper understanding of your customers and your marketing activities.

When you set up your Page, request for a web address such as “”. Consistency in branding will help your customers identify you wherever they go to. Hence use your brand name colors fonts and material as often as possible. Notice the similarity in these;

Click to view… and

Remember: Your Page is an extension of your brand. It’s an easy way to share updates and more with the people who matter most. It’s ready to help you engage your customers on desktop and on mobile. A platform to make your customers smile on a tough days or warm in very cold days. Use it to your advantage strategically to help grow your brand.

Define Your Mission.

Have you clearly expressed what your business mission is in your Facebook “About” section? A mission statement articulates the purpose behind your business. It pulls together the essence of your company sharing the what, why & who (what you do, why you do it & who you serve) in a way that makes sense to your target audience.

Click to view…

If you haven’t defined your mission statement, do it right now! It’ll bring clarity to your marketing & allow you to get more Likes on Facebook. Questions to help you create your mission statement;

  • What’s your company story?
  • What’s your product or service?
  • How do you help people?
  • Who’s your target market?
  • What are 3 problems you solve for your target market?

Now, take that information & add it to the About section on your page. And don’t stop there! Share it in your Facebook posts & on the graphics you create for your page. The information will provide valuable insight to those eager to connect with you online!

Know Your Target Audience.

Finding your Facebook posts falling on deaf ears? If so, it’s probably because you’re speaking to the wrong audience. The better you understand your target market the easier it is to craft content that speaks directly to them. But if I asked you who your target market is could you answer? Do you know their likes, dislikes, needs, wants & desires? Are you able to tell me how you help them & why they should choose to work with you? If not, you’re not alone.

Many brands stumble in this area — thinking that “everyone” is their target market. That leads to broad stroke marketing & an untailored message. If you’ve ever wished you had a crystal ball & could see exactly who your target market & Facebook audience is you can!

Understand Your Competitive Edge.

Now that you’re clear on your target market ask yourself what it is that separates your brand from the competition? What sets you apart & gives you a leg up when you go toe to toe with your competitors on a project? Sharing what’s unique about your company lets Facebook fans make educated decisions about whether to:

  • Like your page
  • Engage with you online
  • Buy your product
  • Hire your company

Your Facebook cover photo is a great place to highlight your competitive edge.

Contrary to opinion the cover page should be able to enlighten your customers about your strengths other than the usual brand portal skills that we have often masters of. Any customer to be impressed with what they see when they land on the page. This hack at best works when you are promoting a product or service and is sure of major activity on your page. However to promote new fresh page activity without much expense this too is the way to go.

Don’t miss the opportunity to provide important details about your business by using amazing cover photos too.

Define Your Business Style and Personality

If you were to describe your brand as a person what unique characteristics or qualities would stand out? Are you fun & outgoing or serious & demure? Simple & classic or brash & bold? Clearly understand your audience & the type of content fans look for on the page. Never at any time undermine the importance of using your cover photo to remind your audience of what you do & why you do it:

Kenyan Musik took this advice to the later and with it they have come up with an amazing cover photo.

Remember as you figure out things to post on Facebook what can you learn from other big-brands? Know your message & share it consistently in a voice and tone that resonates with your fans. Then keep doing that over & over again! This will create trust & build a bond between you & your fans.

Be Consistent With Branding

Want people to recognize you on Facebook? Then get visual! Images are an excellent way to create consistency in your brand portraying a streamlined image between all your online properties Some of the best Facebook pages use graphics to convey their message & better connect with fans. It can be a quote from your latest blog post or lyrics a picture of your product just make sure you’re using the same color scheme, font & style online & offline. The right images can boost interaction & create awareness for your business.

Click to view …….

Promote Branded Content.

Have you created great content in the past? Did you post it once then start something new never returning to promote the first piece? That’s a wasted opportunity! As a brand you don’t have to always be creating new content. What’s old can be new all over again with just a few simple tweaks. Repurpose your evergreen content for a whole new audience. You can share old blog posts song lyrics or product & the traditional marketing pieces you’ve created throughout the years. As traditional marketing evolves & social media marketing becomes more prevalent, merging the two can provide significant benefits no matter the size of the business. Make a list of the content you’ve created in the past. How can you reposition that material on Facebook to drive engagement as you learn how to grow a Facebook page? Be creative!

Facebook made important changes over time. They started auto-playing videos on mobile devices. So when users scroll past timeline posts with embedded videos, the video starts up and entices users to click and play them.

There’s a couple of factors at play here, but the important dynamic to understand is that Facebook is trying hard to keep users on Facebook longer and is incenting brands to generate content to do that. So, here’s the question: Do you care about generating an audience for your brand through that carefully crafted video content or images that tell your story, or simply driving referral traffic back to your website? Decide!

Just as people need one another in every aspect of life so do brands in all aspects of survival.

Want to reach new fans? Here’s a quick tip: Start tagging relevant entities with large followings in your posts. By tagging other fan pages, you can often reach people who are fans of those pages but not fans of your own. It’s a great way to reach new fans. Promote events that relate to your products or service that’s how you get to reach out and announce your presence. Partnerships and mergers get formed by brands who know that they can work and support each other back to back

Be smart!

Noticed the exclamation mark? Thought so too…

You can only post so many times a day before your fans will tune you out. What’s the magic number? It’s different for every brand depending on your audience. Unlike other social media platforms when you post an update at 10:03 am and then again at 10:31 am, concurrently you might be able to reach a fast changing live audience. On this end I see that first post is likely to wildly underperform in terms of reach. We recommend separating posts by at least two or three hours each, and preferably, much longer than that. Segment your content calendar into day parts, and give your posts as much time to breath as they can get. Check Facebook Insights to understand when your fans are actually online, and use that to map out when you’re going to post. If your brand has a national or international fan base, don’t be afraid to schedule posts for the wee hours of the night. Just because you’re not awake doesn’t mean your fans aren’t on Facebook.

Final Thoughts….

Building your brand through Facebook isn’t for the faint of heart. Facebook marketing takes time & effort. It also takes a commitment to goals, tactics & an overall marketing strategy  one that’s integrated & supports business growth. How are you using Facebook to better position your business within your industry, niche or local market?

Guest Post by Dorine Ater – C.E.O and Writer at Pearls Agency.