If we revist our history, we’d learn how pandemics advanced health care systems and inspired innovations all over the world. The ultimate marathon in finding a vaccine has brought about the greatest collaboration in history where scientists, researchers, virologists, private pharma companies and even governments are working towards a common goal and that is to find a vaccine.

In the Philippines, just like any other country in the world, the COVID19 pandemic has pushed the economy downward – businesses had to close, tourism, seemingly dead, employees are jobless, and our overseas Filipino workers, repatriated. Literally, the virus has cripped the economy.

But the hopeful prospect is, entrepreneurship is on the rise – you’d find Filipinos turning the situation around. Browse your Facebook feeds: people sell cakes, pastries, indoor plants, and artworks. Thankfully, we live in a digital era and social media is powering businesses in ways people never even imagined it could.

This article is for entrepreneurs and aspiring ones. Whether or not you have experience about doing business, today, we are going to offer you basic tips on how you could start building your own brand on social media.

The power of social media

Let’s talk about Social Media first. Let’s discuss the power of social media. The Philippines is first on the list in terms of social media usage. Why? The answer is obvious. According to the 2020 Research of Hootsuite and We Are Social, Filipinos spend an average of 9 hours 45 minutes on the internet daily and 4 hours and 12 minutes is dedicated to Social Media. And because of the pandemic, we can safely assume that more hours are devoted to internet usage.

Out of 108 million Filipinos, 73 million are connected to the internet. And as expected, 73 Million Filipinos are active Facebook. That’s a 100% penetration rate.

Facebook is truly the post powerful social media platform in the globe. If Facebook were a country, it would’ve topped the list of the most populated countries in the world beating China with only 1.44B.

What is a brand?

Now, let’s talk about brand. What really is a brand? Over the years, the definition of the world brand has evolved. The American Marketing Association defined brand as: a term design or symbol that distinguish the company, product or service from its competition. In this definition, brand is considered tangible something the human eye can see. Imagine the siren logo, we all know that it’s starbucks no other company in the world uses a siren let alone a two-tailed one.

RULE #1: Know yourself.

The first rule in establishing a brand online, particularly in social media is to know what your business is all about. Would you be selling product A or product B or both. Or would you want to sell products from A-Z. Ask yourself what do you want to be known for? Do you want people to see your company vaguely? Do you want them to start asking questions, what exactly it is that you are selling.

Knowing what you want will allow you to start building your digital assets: logos, photos, videos, social media templates, online collaterals, and posters you can use to create brand awareness and engage your customers online.

RULE #2: Choose the right platforms.

The next step is to choose the right social media platform. There are numerous platforms to choose from and hundreds more are being developed as we speak. But just because there are so many options, it doesn’t mean you have to sign up on everything. The only thing you have to remember is to find where you customers are spending most of their time. That’s where you need to sign up.

RULE #3: Develop your brand’s voice.

Third is to develop your brand’s voice. What is a brand voice? It’s the personality of your business. It’s basically how you communicate with your customers online. Do you want to sound premium online? Professional? Feminine? Or you want to be seen as trendy or fun? Your brand’s voice depends on what you’re selling. In creating the voice, even the choice of your business’ main color matters.

Over the years, Coca-Cola has presented a vibrant personality on both traditional and online ads. Everybody knows the “Open happiness,” campaign. Disney’s voice, on the other hand is all about magic – creating magic for kids, giving kids a magical experience. Nike talks in a way that inspires people to do more, be more. To give all your best and see where your efforts can take you. Basically, it’s a resounding “Just do it.”

RULE #4: Differentiate.

A different branding, not just the better branding wins.

That’s RULE number 4. You don’t want your online brand to look like another company’s brand. Don’t tell others how great you are, because everyone else is saying the same thing. Like what they said, if they zig, you have to zag. And you can do it by: identifying your uniqueness, sharing your own personal story or your business’ story.

Invent something. Be the first to sell a new product, a new flavor. A kind of product you can’t find in the market at the moment. Do what others failed to do. Begin where others end. If you can’t invent, innovate.

RULE #5: Focus on visual branding.

Great design is your organization’s ambassador. Focus on visual branding. Create posters and photos worth sharing. Remember, social media is slave to visual content. Learn how to use design apps like Photoshop and Canva or hire a company that can create powerful and impactful visual branding. An inviting visual content can be next day’s viral photo which will definitely improve your brand.

RULE #6: Be consistent.

Be consistent. What people see consistently, that’s what they remember. The best way to develop a consistent branding is to create a brand bible or a brand book. A brand bible establishes the rules of your visual branding. Define your official color. If you are using Crimson today, you cant be pink in a poster tomorrow, or hot red in another. The use of typeface and font style has to be consistent.

RULE #7: Connect on the emotional level

Emotions are the main driving force behind buying decisions. Care for people, tell stories, make them feel they are part of the company. Practice empathy. Why do you think businesses make Mother’s Day Posters, or Father’s Day or birthday promos? Because businesses need to connect with customers emotionally, the easiest way is to be part of their celebrations.

RULE #8: Engage, engage, engage

Engagement is the most powerful way to connect with consumers on a personal level. You have to engage because you need to know what people are saying about your product and your business. When consumers know that there is an open communication and that their responses matter to you as a business. You create a tribe, a loyal following that will fall in love with your brand.