The Paradox of Building a Digital Brand

January 22, 2020 kwaku Abedi

The Paradox of Building a Digital Brand

Photo by Clark Tibbs on Unsplash

Building a brand in this day and age is easy and difficult at the same time. Its easy because one can have a well thought out and put out social media presence in a matter of minutes replete with what they do and have to offer.

The harder bits is the shouting match that social media has become and the fact that your account is a single profile in a network dominated by hundreds of millions of users.

Increasingly, users need to stand out from the noise and to top it off, new channels are being created every day. For example the Social Media app TikTok has grown exponentially over the past few months.

The Strategy

Use the rule of 2:

Often, people want to know if they should maintain a presence on all social media channels or at least the popular ones. Well my response has been, it can be a bit overwhelming to create and re-purpose content for all these channels. What helps is sticking to 2 channels that you enjoy and can create content for in the long term.

What happens with having a strategy where all you do is to spread yourself thin across all platforms is that your brand do not get the deep and personalized engagement you seek.

Go where your audience are

In our effort to build a personal brand, there’s the foresight we have of the type of brand we want to build and the targeted audience we want to associate with.

It is imperative that we begin that process from the get go. By being clear about our end game, we cut the chase and reduce second guessing because we know our target audiences and how we can be of help to them.

It takes time

People start exposing their brand digitally and expect millions of followers and likes. It takes a longer time than that. Take time to build the brand. It’s all part of the process.  

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kwaku Abedi

Kwaku Abedi is Marketing, Public Relations & Digital Enthusiast

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