Here’s the deal on social media and branding. If you have a brand strategy you need to prove it in social media. Every day. Random posts diminish your brand. The brand strategy framework at What’s The Idea? is one claim, three proof planks. If you are posting with pictures on Instagram, you need to be hitting your proofs. If you are creating some sort of engagement post on Facebook, hit your proofs. Sharing news on Twitter? Yep, tap those proofs. Pinning a crafty thing? You get the idea.
Every day I look at companies and brands who are active in social media and can’t figure out what there are trying to do strategically — other than put more social flotsam into the ether. And please, please don’t think this claim and proof array approach is limiting, It’s not. It’s freeing. It’s less random. Your goal is to put deposits in the brand value bank, not confuse your buying and prospect publics.
Find your brand strategy, then live it every day. Your custies will thank you.
Tags: 1 claim 3 proofs planks, branding tips on facebook, branding tips on Instagram, branding tips on pinterest, branding tips on social media, branding tips on twitter, one claim three proof planks, Social media best practices, social media tips, whats the idea, whatstheidea
November 9, 2018 in Marketing
In my career as a planner, I have trotted out two different Steve’s when interviewing people in discovery. The first is the “I’m a quick study” Steve. This Steve wants interviewees to know he’s savvy in the business, the market and the category. I wouldn’t call him cocksure, but an air of self-assuredness is the […]
November 8, 2018 in Marketing
So it looks like the best player in college basketball this year may well be a young man named Zion Williamson. Want to know why I say that? Because he is more talented than his peers and I can remember his name. And you name can’t be remember, you are lost. If Zion’s name was […]
November 7, 2018 in Marketing
I’ve done a good deal of work in healthcare and one brand strategy challenge is working with what might be termed faith-based organizations. I’ve worked with Jews, Catholics, and Lutherans. This morning I was reading about a brand name change for Adventists (The Seventh Day Adventist Church). Park Ridge Health is taking on the name […]
November 6, 2018 in Marketing
“Hope is unfortunately a terrible marketing plan” is a lovely quote from Nancy Johnson, of the North Dakota Soy Bean Growers Association. Another terrible marketing plan is “stasis” — taking out last year’s marketing plan and adjusting the line items for inflation. A marketing plan needs to move to stay alive. Just like sharks. Hope […]
November 5, 2018 in Marketing
My branding practice owes a tip-of-the-hat to politics. I borrowed the word planks from politics, incorporating them into my framework. At What’s The Idea?, brand strategy comprises “one claim and three proof planks.” Organizing brand value around three proof areas focuses content makers and the consumer minds — the rule of three. This morning I […]
November 2, 2018 in Marketing
The short answer is about 45 minutes. The long answer is maybe 100 hours. Someone once asked Picasso how could he charge tens of thousands of dollars for a sketch that took him only 10 minutes to draw. His response was “That sketch took me a lifetime to draw.” I paraphrase. I’m no Picasso. Plus […]
November 1, 2018 in Brand Strategy
Small companies are the least likely to talk about brand strategy. That’s because, for the most part, they don’t have people “dedicated” to marketing. They can’t afford them. So marketing falls to the founders and owners. In such cases, marketing becomes tactical: Make the phone ring. Get leads. Generate floor traffic. Build a website so […]