When you think of the term “building your brand”, what comes to mind? Many people assume having and building a brand is only for big multinationals or corporations but that’s so not the case. Social media is a great way to build your brand, whether you’re an individual or you’re a small or medium enterprise. This resource has ten (10) steps you need to follow to build a great brand on social.

1. Branding Your Business
Through Social Media
AJIBOLA OLAYIWOLA

2. Social Media is a unit under
Digital Marketing. So what is
‘Digital Marketing’?

3. Digital marketing refers to all marketing efforts that use an
electronic device or the internet leveraging digital channels
such as search engines, social media, email, and other
websites to connect with current and prospective customers.
TRANSPARENCY BUILD TRUST IDENTIFICATION

4. VideoSEO/SEM Content Marketing Social Media Ecommerce Email
Newsletters
Data & AnalyticsMobile Influencer
Marketing
Blog CRM Web Design &
Programming
The many concepts of digital marketing

5. Social media refers to the means of interactions among
people in which they create, share, and/or exchange
information and ideas in virtual communities and networks.

6. Why social media is important for brand building
1. Reputation Management
2. Customer Service
3. Public Relations
4. Customer Acquisition
5. Customer Loyalty
6. Thought Leadership
7. Networking

7. When you think of the term “building your brand”, what
comes to mind?
Many people assume having a brand is only for big
multinationals or corporations but that’s so not the case.
Social media can be a great way to build your brand, whether
you’re an individual or you’re a small or medium enterprise.

8. 1. Identify the right platforms for your business
I am a big believer that it’s not necessary to be on every single social platform,
especially if you’re just starting out. It’s important to know the right social platforms to
participate on so you don’t waste your time and resources.
What
platforms
does your
audience use
the most?
Where does
your current
traffic come
from?
What platforms
do your
competitors
use?

9. 1. Identify the right platforms for your business
Facebook is by far the
best platform for
promoting brand
awareness, as nearly
25m Nigerians use the
site. It’s a great platform
for promoting virtually
any brand, due to its
very heterogeneous
user base.
Brands use Twitter to
reach and engage their
audience using hashtags,
media & links. Hashtags
allow you to follow and
participate in
conversations. Also to
reach who might be
interested in your content.
LinkedIn is a stronger
choice for promoting
business-related
content, job posting,
announcements and
connecting with other
corporate influencers.
Instagram is a great option
for brands that rely heavily
on images, such as
clothing companies and
retailers. It’s also
particularly effective for
reaching young adults.

10. Just because you’re only going to be active on a few
doesn’t mean you can’t setup profiles on others. By
claiming your company name on the major social
media platforms, you’re securing them in the event
that you ever decide to use them later.
2. Claim Your Name

11. Once you’ve
identified the right
platforms, you can
then start to develop
your voice.

12. 3. Develop Your Tone of Voice
SOCIAL MEDIA
BRAND VOICE
Friendly Playful
Warm Authoritative
Inspiring Professional
Personal Honest
Humble Hippy
Clinical Scientific
Engage Entertain
Educate Delight
Inform Sell
Enable Amplify
Complex Simple
Savvy Jargon-Filled
Insider Fun
Serious Whimsical
CHARACTER/PERSONA
LANGUAGE PURPOSE
TONE

13. 4. Come up with an editorial calendar
Now that we’ve nailed down the platforms you’ll use
and the voice of your brand, you can start to come
up with an editorial calendar.
Here are some questions to consider:
Marketing 101
• How often will you post on each platform?
• What third-party content are you going to share?
• What type of content will you post?
• How can you be a thought leader in your industry?
• Who is in charge of finding the content? Scheduling tools?

14. Now the fun begins, creating amazing
and alluring graphics to accompany
your caption! I will suggest having your
domain or logo in every graphic you use,
so keep branding consistent.

15. 5. Create eye-catching, share-worthy visuals
CHOOSE A COLOR
PALETTE: AN EXAMPLE
HERE IS COCA-COLA.
THE BRAND USES ITS
CLASSIC RED AND
WHITE COLOR SCHEME
ACROSS ALL SOCIAL
MEDIA CHANNELS. JUST
LIKE CADBURY WITH
PURPLE.

16. USE THE SAME
LOGO/AVATAR ACROSS
ALL PLATFORMS: YOU
SHOULD TRY TO USE
THE SAME AVATAR FOR
EVERY SOCIAL
NETWORK. KEEP IT
SIMPLE AND
CONSISTENT BY USING
YOUR LOGO.
5. Create eye-catching, share-worthy visuals

17. FILTER CAREFULLY:
WHENEVER YOU SHARE
IMAGES ON INSTAGRAM
OR OTHER VISUAL
CHANNELS, KEEP YOUR
FILTERS CONSISTENT.
WHETHER THAT MEANS
USING NO FILTERS AT
ALL OR MAYFAIR,
CHOOSE ONE OR TWO
AND STICK TO IT.
5. Create eye-catching, share-worthy visuals
CREATE TEMPLATES
FOR ANY GRAPHICS YOU
SHARE ON SOCIAL
MEDIA SO YOU DON’T
HAVE TO REINVENT THE
WHEEL EVERY TIME YOU
NEED A NEW GRAPHIC!
USE CANVA OR
PHOTOSHOP

18. 6. Be Consistent
A brand’s profile on Facebook, Twitter, Instagram, your company blog and everywhere else it has a
presence online should be unified and in line with the brand essence and style guide.
COLOR LANGUAGE POSTING ROUTINESTYLE

19. Unless you are a celebrity brand that is
selling your lifestyle, it is better to keep
the two separate and keep the attention
on your brand message.

20. 8. Start to get noticed. Connect With Influencers
You can start to get noticed by your target audience by using hashtags and following people your
target audience would follow.
A good way to achieve faster results and amplify your social media branding efforts is to build
relationships with influencers. Keep in mind that just having a lot of followers doesn’t qualify
someone as an influencer. They should also possess these traits:
AUTHENTIC ACTIVE ENGAGING
EXPERTISE LEADERSHIP

21. 9. Be Engaging
REPLYING TO TWEETS AND
COMMENTING ON FACEBOOK
AND INSTAGRAM POSTS.
LEAVE COMMENTS ON YOUR
CUSTOMER’S PROFILES
RESPOND BACK TO PEOPLE’S
REPLIES ON YOUR OWN
ACCOUNT
WRITE GENUINE FEEDBACK
TO THE PEOPLE YOU ADMIRE
AND WANT TO WORK WITH

22. 10. Analyze Your Work
Every month/quarter, analyze each of your social networks. Notice what types of posts got the most feedback
and least feedback. Write down ideas of how you can improve or new things you want to try.
IF YOU’RE LOOKING TO DIVE DEEPER INTO YOUR ANALYTICS, HERE ARE A FEW TOOLS YOU CAN USE

23. PRACTICAL! PRACTICAL!! PRACTICAL!!!
FACEBOOK
MARKETING
FACEBOOK.COM/BUSINESS
USING
CANVA.COM
CONTENT
DEVELOPMENT

24. Thank You For Your Time