Social media has become an essential part of how brands communicate and engage with their audience. It’s no longer just a place for marketing—it’s a platform where your brand’s identity takes shape.Whether your business is a start-up or an established company, a strong social media presence is what will help you connect with your customers and build lasting relationships.
But how exactly does social media shape your brand’s identity? Well, it’s a space to share your values, personality and message in ways that are immediate and personal.
Gary Vaynerchuk, a social media influencer and entrepreneur, puts it simply:"Your personal brand is your reputation. And your reputation in perpetuity is the foundation of your career."While Gary speaks to personal branding, his insight holds true for businesses as well. Your brand’s reputation, especially in the digital world, is built on how you present yourself and interact on social media
Why social media matters for your brand identity
Your brand identity is how people perceive your company. It’s made up of your values, messaging, tone and the experiences your audience has with your brand. Social media is critical for building this identity because it’s where you can engage directly with your audience.
In fact, a study by Edelman revealed that 63% of consumers trust a company more when its CEO or leadership team shares content on social media. This highlights the importance of visibility and transparency from company leaders in building a stronger connection with the audience.
Neil Patel, a digital marketing expert, emphasises the importance of building a personal connection on social platforms:
"People want to do business with other people, not just faceless corporations. Social media allows brands to create that personal touch, making it easier for consumers to connect."
Making the most of different social platforms
Not all social media platforms are the same. Each has opportunities to build your brand in different ways. Here’s how you can maximise each one:
Facebook is ideal for community-building and direct engagement. With more than 2.8 billion active users, it remains a dominant platform for brands looking to build a loyal following. It’s great for sharing updates, hosting events, and interacting with followers through comments and messages.
Stat spotlight:
Businesses that actively engage with their audience on Facebook see 40% higher engagement rates than those that don’t.
(Source: HubSpot)
Tip: Use Facebook Groups to build niche communities around your brand. These smaller, focused groups allow you to gather direct feedback, share exclusive content and create a stronger bond with your audience.
Instagram excels at visual storytelling. It’s where you can present your brand through images, videos and stories that reflect your values and aesthetic. The platform’s focus on visual content makes it ideal for brands that want to show off their products or give their followers a behind-the-scenes look.
Brands with a well-curated Instagram presence report up to a 70% increase in visibility and brand recognition.
(Source: Hootsuite)
Pro tip: Take advantage of Instagram’s features like Stories and Reels. These give more casual, in-the-moment content opportunities that can make your brand feel more authentic and relatable.
LinkedIn is where your brand’s professional identity shines. It’s a great platform for sharing industry insights, thought leadership, and company news. It also allows you to build credibility and authority within your industry.
80% of B2B social media leads come from LinkedIn.
(Source: LinkedIn)
Tip: Use LinkedIn to share long-form content, like whitepapers, case studies and blog posts, that demonstrate your expertise and industry knowledge.
Twitter is all about quick interactions and keeping up with real-time conversations. It’s a great platform for sharing updates, engaging with trending topics and building a voice for your brand.
Tweets with hashtags see a 100% increase in engagement.
(Source: Twitter)
Tip: Use Twitter polls and threads to encourage engagement and start conversations with your followers. Engaging in trending conversations can also help increase your visibility.
TikTok
TikTok has exploded in popularity, particularly among younger audiences. It’s perfect for brands that want to showcase a more fun and creative side. TikTok thrives on authenticity and realness, so brands that use it successfully tend to create content that feels less polished and more in-the-moment.
Fun idea: Participate in TikTok challenges or create your own. This is a great way to connect with the platform’s active and engaged user base.
YouTube
YouTube is the go-to platform for long-form video content. It’s great for tutorials, how-to guides, and behind-the-scenes videos. A strong YouTube channel can help position your brand as a reliable source of information and expertise.
More than 70% of viewers say YouTube videos help them understand products better.
(Source: Google)
Tip: Create a consistent video series that builds on your brand’s expertise. This will keep your audience coming back for more and build trust in your brand over time.
Consistency: Key to building trust
Consistency is crucial when it comes to social media branding. A unified voice, visual style and message across all platforms builds trust and makes your brand instantly recognisable.
When your audience encounters the same values, tone and style wherever they interact with your brand, it strengthens their relationship with your business.
In fact, consistent brand presentation across all platforms increases revenue by 23%.
(Source: Lucidpress)
BUT…Consistency doesn’t mean repeating the same content everywhere. It’s about maintaining the same core values and messaging, while tailoring the delivery to fit each platform.
Tip: Develop brand guidelines that cover your tone of voice, visual identity and messaging to ensure everyone on your team is on the same page when posting across platforms.
For more on maintaining brand consistency and standing out, read our post on Increasing Brand Awareness.
Social listening: Tuning into your audience’s needs
Listening to your audience is just as important as speaking to them. Social listening allows you to track what people are saying about your brand and your industry, giving you insights into how your audience perceives you.
This feedback helps you refine your brand’s messaging and respond to changes in your audience’s needs.
According to Brandwatch, 96% of people who talk about brands online don’t follow those brands’ social media accounts. This stat highlights the importance of listening to the wider conversation around your brand, not just focusing on direct mentions.
Social listening tools help you track these conversations and gather valuable data that can shape your brand’s identity and strategy.
After all, like Gary Vaynerchuk says:
"If you don’t pay attention to your audience, your competitors will."
This couldn’t be more true in the fast-paced world of social media.
For a deeper look into social listening, check out our blog on Social Listening to Understand Your Audience Better.
Tips for shaping your brand identity on social media
Define your tone: Choose a tone that reflects your brand's personality, whether it’s fun, professional, or casual and make sure it remains consistent across platforms.
Engage with your audience: Social media is about two-way communication. Responding to comments and messages shows your audience that you’re listening and care about their experience.
Use data to refine your strategy: Monitor your social media metrics to understand what content resonates with your audience. This will help you fine-tune your strategy and deliver more of what your followers want to see.
Social media is a foundation for your brand
Social media is where your brand’s identity lives and grows. By choosing the right platforms, maintaining consistency and engaging meaningfully with your audience - you’ll be on the right track.
If you’re ready to strengthen your brand’s social media presence, contact NU Creative to see how we can help you develop a strategy that works.
FAQs: The Role of Social Media in Shaping Your Brand's Identity
1. Why is social media important for building a brand’s identity?
Social media allows businesses to engage directly with their audience, showcasing their values, tone and personality. It’s an essential tool for building trust, creating a consistent brand image and building stronger relationships with customers.
2. How can I use Instagram to shape my brand identity?
Instagram is ideal for visual storytelling. By posting consistent, high-quality images, videos, and stories that align with your brand’s values and aesthetic, you can improve recognition and connect with your audience on a personal level.
3. Which social media platform is best for professional branding?
LinkedIn is best suited for professional branding. It allows businesses to share industry insights, thought leadership content and company updates, helping to build authority and credibility within a professional network.
4. What is social listening, and how does it help my brand?
Social listening involves monitoring conversations around your brand and industry on social platforms. It helps you understand how your audience perceives your brand and provides insights for refining your messaging, improving engagement, and staying ahead of trends.
5. How can consistency across social media platforms build trust?
Consistency in tone, messaging and visual style across all platforms helps your audience recognise your brand easily. A unified brand presence reinforces trust, making your business appear reliable and credible.
6. How does social media impact brand recognition?
Active engagement on social media platforms improves your brand’s visibility and recognition. Sharing consistent and engaging content helps your brand stand out and stay top of mind with your target audience.
7. How can TikTok benefit my brand’s identity?
TikTok is a great platform for brands looking to connect with a younger audience through creative, short-form video content. It encourages authenticity and gives brands the opportunity to show a more playful, real side.
8. How often should I post on social media to build my brand identity?
There’s no one-size-fits-all answer, but regular, consistent posting is key. The frequency depends on the platform and your audience’s preferences. What matters most is maintaining quality and ensuring that your messaging aligns with your brand’s identity.
9. How can Facebook help build a community around my brand?
Facebook allows brands to engage with their audience through posts, comments, and Facebook Groups. By creating niche groups, brands can build stronger relationships and receive direct feedback from their community.
