Grab a coffee and read our purpleblog

Tea works too. Or hot choco­late. Or even some­thing stronger! Our arti­cles are based on the most com­mon ques­tions we get from our clients, that’s why they are so inter­est­ing to read, and actu­al­ly utilise. You won’t notice how time flies!

8 min read Building a Brand with Social Media: Best Practices and Tips

Building a Brand with Social Media: Best Practices and Tips

Key Takeaways

  • The followers of a business’s social media account spend 20-40% more money than other customers.
  • Your entire social media branding will centre around a Brand Persona. So, don’t neglect this vital step.
  • Don’t forget to delete old, outdated, or questionable content from previous business accounts. These could put your brand’s reputation in jeopardy.

Busi­ness­es can com­mu­ni­cate their brand to con­sumers in var­i­ous ways, but some meth­ods are more effec­tive than others.

In 2016, dig­i­tal mar­ket­ing over­took tele­vi­sion as the most pop­u­lar adver­tis­ing medi­um, and things con­tin­ue to evolve to this day.

Busi­ness­es today can choose between TV ads, paid social media ads, email mar­ket­ing cam­paigns, SEO efforts, spon­sored prod­uct place­ment, and of course, good old-fash­ioned billboards.

Among these numer­ous options lies a less con­spic­u­ous mar­ket­ing method – social media brand­ing.

Social media brand­ing dif­fers from paid adverts appear­ing on Face­book or Insta­gram. It is a brand per­sona shared with the world. It’s a reg­u­lar source of con­tent and infor­ma­tion, an archive of sto­ries and images, a liv­ing and breath­ing account that is acces­si­ble to all.

Social media brand­ing involves busi­ness­es cre­at­ing one or more social media accounts to rep­re­sent them online. Although it needs financ­ing, hav­ing brand­ed social media accounts is stur­dier than paid adver­tis­ing meth­ods and can inte­grate much more into the online lives of consumers.

Plus, social media brand­ing can be high­ly lucra­tive. In fact, “con­sumers who engage with com­pa­nies over social media spend 20% to 40% more mon­ey with those com­pa­nies than oth­er cus­tomers.” This means that the peo­ple who fol­low the social media accounts of busi­ness­es are some of their most valu­able leads.

To help you gain access to your most valu­able leads, you’ll need to get your brand out there on social media. Our arti­cle will dis­cuss how you can do this effec­tive­ly on a range of plat­forms and high­light the main stick­ing points that cause brands to fail.

How to build a brand on social media

Let’s dive into the key steps you’ll need to take if you want to build your brand with social media.

Develop a brand persona

The first thing you’ll need to do is define your brand per­sona – even before you start cre­at­ing con­tent. Think about what val­ues and traits your brand rep­re­sents and how you want your audi­ence to per­ceive your brand.

To cen­tralise your ideas, you could cre­ate a brand per­sona doc­u­ment that out­lines your brand’s per­son­al­i­ty, tone of voice, and visu­al style. Then, you’ll have some­thing to return to when­ev­er brain­storm­ing new con­cepts for posts or campaigns.

When draw­ing up your brand per­sona, make sure you con­sid­er the following:

  • Its mis­sion state­ment and intentions
  • The design and imagery that rep­re­sents it best
  • Its pre­ferred font style
  • Its most like­ly mes­sag­ing style
  • The types of con­tent that suit its personality
  • Its area of exper­tise (niche)
  • How the brand per­sona will inter­act with its leads

These point­ers will help shape your defined per­sona, as well as the con­tent you choose to cre­ate and publish.

Start creating

Once you know the kinds of con­tent you’re going to pub­lish, you can start cre­at­ing and plan­ning. We rec­om­mend cre­at­ing a con­tent cal­en­dar to keep things organ­ised, espe­cial­ly if you want your social media out­put to coor­di­nate with a pre-exist­ing email campaign.

Trends are vital to social media use, so it’s a good idea to stay on top of what’s pop­u­lar. If there’s a viral Tik­Tok song or sound, use it in your shorts! Or respond to cur­rent world events with wit­ty or emo­tion­al posts.

It’s like­ly that you’ll need to out­source the help of tools or oth­er pro­fes­sion­als when cre­at­ing high-qual­i­ty con­tent for your social media account/s. For instance, using a tool like Can­va can open up numer­ous doors for design pos­si­bil­i­ties and video­g­ra­phers can offer their exper­tise in cre­at­ing shorts about your prod­ucts, ser­vices, or indus­try knowl­edge. Though these are expens­es, the val­ue of high-qual­i­ty con­tent can­not be underestimated.

Depend­ing on the nature of your busi­ness, the best social media plat­form for it will vary. Since not all social media plat­forms are cre­at­ed equal, they won’t all be suit­able for your brand. We’ll go into fur­ther detail about this issue lat­er in the arti­cle, but it’s essen­tial that you choose one that your tar­get audi­ence uses the most, and there­fore the con­tent you share will have the most impact.

Build a community

Build­ing a com­mu­ni­ty around your brand will be essen­tial for cre­at­ing a loy­al fol­low­ing and build­ing brand aware­ness. This can be achieved through social media engage­ment itself, as well as con­tests, col­lab­o­ra­tions, shar­ing, and online groups.

It’s not uncom­mon for small or local busi­ness­es to join online com­mu­ni­ties and groups (at both the glob­al and local lev­els) to pro­mote their prod­ucts and ser­vices. You could even cre­ate your own online group ded­i­cat­ed to the dis­cus­sion of your prod­ucts on Face­book or Reddit.

Col­lab­o­ra­tions with influ­encers can be extreme­ly ben­e­fi­cial, espe­cial­ly if the influ­encer’s main demo­graph­ic is the same as yours. Just be sure to vet them first to reduce the risk of con­flict of inter­est or rep­u­ta­tion damage.

A sense of com­mu­ni­ty can be fos­tered by your con­tent itself when it invites dis­cus­sion, ques­tions, and inter­ac­tion – but you’ll have to make sure you’re responsive.

Track your performance

As with any cam­paign or com­pa­ny project, ana­lyt­ics are vital. And social media efforts are no exception.

Make sure you set up your Google Ana­lyt­ics (or pre­ferred tool) to keep track of per­for­mance data and check it reg­u­lar­ly in case you spot any irreg­u­lar­i­ties or sig­nif­i­cant dips. An ana­lyt­ics tool will be extreme­ly help­ful if you’re man­ag­ing accounts on more than one social media plat­form, as the data from the dif­fer­ent chan­nels is all in one place.

Oth­er­wise, you can eas­i­ly check your per­for­mance on your cho­sen plat­for­m’s native insights page.

As always, there’s no point in keep­ing an eye on per­for­mance data if you aren’t going to do any­thing about it. If your engage­ment rate is ever low­er than it should be (or low­er than you want it), take action!

Social media platforms are not made equal

As men­tioned above, the social media plat­form you choose for your busi­ness account will depend on the nature of your com­pa­ny. The range out there offers dif­fer­ent ben­e­fits to com­pa­nies, and these should be con­sid­ered before too much time or mon­ey is invested.

So, here’s what you should know:


Face­book is the largest social media plat­form, with over 2.9 bil­lion active users.

It’s a great plat­form for busi­ness­es that want to build a strong online pres­ence and con­nect with cus­tomers through shar­ing a vari­ety of con­tent for­mats because it allows for text, images, and video posts, as well as live streams.

Suc­cess­ful­ly build­ing a brand on Face­book will require cre­at­ing high­ly engag­ing con­tent due to its pop­u­lar­i­ty and com­pet­i­tive nature. Plus, you’ll need to use fea­tures like Face­book Groups and Face­book Ads to reach your tar­get audience.

The demo­graph­ic for Face­book is very broad and essen­tial­ly encom­pass­es all groups except for young teenagers.


Insta­gram is a visu­al plat­form that’s ide­al for busi­ness­es that have strong visu­al identities.

It has over 1.22 bil­lion active users, 70% of which are under 34 years old.

Insta­gram is all about shar­ing visu­al­ly appeal­ing con­tent, so busi­ness­es that want to build a brand on this plat­form should focus on cre­at­ing high-qual­i­ty images and videos. Hash­tags are also an impor­tant part of Insta­gram, so brands should make sure to use them to reach a wider audience.

Anoth­er grow­ing aspect of Insta­gram con­tent is the infor­ma­tive type. If your busi­ness has a niche exper­tise, it will like­ly have a seg­ment of Insta­gram users who are inter­est­ed in learn­ing about it.


Twit­ter is a plat­form that’s all about real-time conversations.

It has over 556 mil­lion active users and is pop­u­lar among jour­nal­ists, politi­cians, and celebrities.

Busi­ness­es that want to build a brand on Twit­ter should focus on cre­at­ing engag­ing and share­able con­tent that’s rel­e­vant to cur­rent events and trend­ing top­ics. Twit­ter also has a rep­u­ta­tion for being a great plat­form for cus­tomer ser­vice, so make sure to respond to cus­tomer inquiries and feed­back in a time­ly man­ner if you want your brand to do well.


LinkedIn is a pro­fes­sion­al net­work­ing plat­form that’s great for B2B businesses.

It has over 900 mil­lion active users and is par­tic­u­lar­ly pop­u­lar among busi­ness pro­fes­sion­als and job seekers.

Build­ing a brand on LinkedIn involves cre­at­ing a strong pro­file that high­lights your com­pa­ny’s exper­tise and shar­ing Thought Lead­er­ship con­tent that’s rel­e­vant to your indus­try. LinkedIn is

also a great plat­form for build­ing rela­tion­ships and con­nect­ing with oth­er busi­ness­es and pro­fes­sion­als in your industry.


Tik­Tok is a rel­a­tive­ly new social media plat­form that’s all about short-form video content.

It has over 1 bil­lion active month­ly users and is par­tic­u­lar­ly pop­u­lar among younger audi­ences (ages 15–25).

Build­ing a brand on Tik­Tok involves cre­at­ing fun and engag­ing videos that res­onate with your tar­get audi­ence, join­ing in on cur­rent trends, and shar­ing infor­ma­tive “hacks.”

Tik­Tok is all about authen­tic­i­ty and cre­ativ­i­ty, so busi­ness­es that want to build a brand on this plat­form should focus on cre­at­ing con­tent that’s unique and memorable.

Which platform is best for your business?

Clear­ly, each social media plat­form has its own demo­graph­ic and, there­fore, won’t be ide­al for every busi­ness. When in doubt, make sure you choose the one that your tar­get audi­ence likes the best and remem­ber you can always man­age accounts on mul­ti­ple plat­forms if you want to.

If you choose to build your brand with mul­ti­ple social media plat­forms at the same time, you might be inter­est­ed in the top­ic of con­tent repur­pos­ing to make the most of your cre­ative efforts.

When is the right time for businesses to start using social media?

Despite the numer­ous ben­e­fits of build­ing a brand on social media, it’s not right for every busi­ness. Read on to learn where your com­pa­ny stands:


Some view social media as an essen­tial part of mod­ern mar­ket­ing. With bil­lions of peo­ple using social media every day, it’s clear­ly brim­ming with poten­tial rewards for any busi­ness’s mar­ket­ing strat­e­gy. By build­ing a strong brand­ed account on social media, busi­ness­es can reach this broad audi­ence and engage with these poten­tial cus­tomers in mean­ing­ful ways.

Some believe it’s impor­tant for busi­ness­es to cre­ate social media strate­gies ear­ly because of the time it takes to estab­lish a strong pres­ence and build a loy­al following.

Arguably, busi­ness­es that wait too long to start build­ing a brand on social media may find them­selves play­ing catch-up to their com­peti­tors who have already estab­lished a strong presence.


Despite the rea­sons list­ed above, not every busi­ness is in a posi­tion to launch a social media strat­e­gy right away.

If a busi­ness is cur­rent­ly lack­ing invest­ment or its funds are still tied up in an ongo­ing project, it’s like­ly best to wait until it can afford to launch a social media brand­ing campaign.

Plus, if a busi­ness is already see­ing pos­i­tive results from oth­er meth­ods (e.g., email mar­ket­ing), it might not want to fun­nel off funds towards a new project.

Nev­er­the­less, the pow­er of social media can­not be under­es­ti­mat­ed, and these busi­ness­es should plan to cre­ate a brand­ed social media account as soon as possible.


While social media can be a valu­able tool for many busi­ness­es, it’s not nec­es­sar­i­ly a one-size-fits-all solu­tion. Depend­ing on the nature of the busi­ness and its tar­get audi­ence, social media may not be the best way to build a brand.

For exam­ple, if a busi­ness oper­ates in the B2B space, email mar­ket­ing, net­work­ing, and attend­ing indus­try events may be more effec­tive than a social media strategy.

Sim­i­lar­ly, if a busi­ness is focused on serv­ing a spe­cif­ic local area, social media may not be the most effec­tive way to reach a tar­get audi­ence. Instead, the busi­ness could be bet­ter suit­ed to local adver­tis­ing, net­work­ing, and com­mu­ni­ty events.

There’s no harm in cre­at­ing an account for online vis­i­bil­i­ty and pro­vid­ing a cus­tomer con­tact point, but these busi­ness­es should not invest lots of resources into a social media strat­e­gy or expect dra­mat­i­cal­ly pos­i­tive results.

Top tips and best practices for brands on social media

1. When launch­ing a new brand­ing cam­paign, delete any old accounts your com­pa­ny might have. You might also want to comb through old brand con­tent and delete any­thing that no longer fits with your cur­rent brand vision (whether it’s low qual­i­ty or ‘ques­tion­able’)

2. Make sure all online com­pa­ny infor­ma­tion is cor­rect, com­plete, and acces­si­ble. Cus­tomers won’t favour your brand if they can’t get in touch.

3. If you’ve already got a good pres­ence on one plat­form or a well-estab­lished mail­ing list, you can import your con­tacts to increase your new accoun­t’s reach.

4. To earn the monop­oly on a spe­cif­ic top­ic, pub­lish Thought Lead­er­ship. Make sure you choose some­thing you’re a true expert in and make the con­tent high­ly engaging.

5. Share your posts through email or oth­er social media plat­forms to dri­ve engage­ment across channels.

6. Use tools and apps (such as Can­va, Hoot­suite, and Buffer) to help with your social media campaigns.

7. Use a mix of text, images, videos, and info­graph­ics to cre­ate con­tent that informs, enter­tains, and inspires your audi­ence. Most of all, a vari­ety will keep them from get­ting bored with your account.

8. Always post reg­u­lar­ly, and make sure your con­tent is con­sis­tent in terms of tone, style, and messaging.

9. Don’t just push out con­tent – engage with your audi­ence as well. Respond to com­ments, answer ques­tions, and acknowl­edge feedback.

10. Iden­ti­fy influ­encers who align with your brand val­ues and col­lab­o­rate with them to cre­ate con­tent that engages their followers.

If you’d like help build­ing your brand with social media, our team at pur­ple­plan­et would love to help. Reach out or click the but­ton below to learn more about our services.

Free Consultation
Please let us know your project requirements, and we’ll get in touch as soon as we can.

    We are pleased to welcome you on the purpleplanet!
    To order the service package you’ve chosen, please fill in the form and we’ll get in touch with you soon.

      We are pleased to welcome you on the purpleplanet!
      To order the service package you’ve chosen, please fill in the form and we’ll get in touch with you soon.