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Ripple Continuing Education Program (RCEP) Digests: Branding and Social Media Management by Harrah A


Fun Fact: 73% of consumers love a brand because of friendly customer service.

What is branding, and why it is important

  • Branding is the most important aspect of any business. It is the personality and voice of your business to your customer. It tells what your customer should expect from your product or services. An effective branding strategy increases your capability to compete in wide markets.

Defining your brand

  • Ask these questions: What is your company’s mission? Why are you in the business? Who are your customers? What are the benefits and features of your products and services? What do your customers and prospects already think of your company? What qualities do you want them to associate with your company?

Elements of Strong Brand Foundation

  • These include creating a brand identity like the logo, making a brand strategy for your target audience and showcasing brand values, involving branding guidelines like the mood board and visual identity, and designing a solid Home Base like a website that can be used for integration.


  • It is a symbol or small design to identify a company, organization, product, or service. It is the face of your brand, and it can define what the viewers think about you. There are different types of logos: the primary logo, the secondary logo or logo variation, and the logo submark or favicon.

Elements of Mood/Brand Board

  • To create a superior mood board, it is suggested that you make different logos, have good font pairing, an ideal color palette (ideally 5 to 6), and find inspiration.

Branding Guidelines

  • Some branding guidelines include making an about page, creating a brand story, following logo guidelines, color palettes, typography guidelines, and understating the application of these as well as other elements

Branding Mistakes

  • Several branding mistakes may include having more designs because more does not necessarily mean better. That is why you should go for minimalist designs. Another is changing your brand, which always confuses your clients. Lastly is having no personality, which makes your brand lack appeal.

Social Media

Fun Fact: Did you know that there are 3.2 billion social media users, approximately 42% of the world’s population.

Social Media Marketing

It uses various techniques on social media to spread brand awareness and promote a product or service to convert a target audience into customers. Social media influences purchasing decisions. Businesses use social media marketing since it is cost-effective, obtain a global audience, find new markets, create engagement, elicit audience insights, make competitor analyses, and generate social shopping.

Types of Social Media Platforms

There are six types of social media platforms: Social Network (Facebook, LinkedIn), Photo Sharing (Pinterest, Instagram), Video Sharing (Youtube, Vimeo), Microblogging (Twitter, Tumbler), Community Platforms (Reddit, Quora), and Interactive Platforms (Tiktok, Snapchat).

Social Media Strategy

A detailed blueprint answers the WHAT, WHEN, HOW, and WHY for all the business content you post on your business social pages. According to Sejal Parekh, “The key is to have a strategy that is actionable and understands your customers; helps you converse with them, about the things they care about, in the places or on the platforms where they are already hanging out.”

Elements of Social Media Strategy

A good social media strategy also includes an about page, product services, and objectives. There must be a unique selling point, presentable design guide, content-type or pillars for the target audience or anything that agrees with the buyer’s persona. Lastly, the company should know its competitors, its platforms to use and Roll-out, Key Performance Indicators, and various strategies.

Optimizing Social Media

Social media is essential to optimize since it can strengthen your brand, generate high-quality leads, increase online visibility, and connect with your audience. You also may need to set up a business name, profile photo, about page or bio, cover photo or multi-grid image, call to action, and a website URL.

Social Media Content

The types of content should include text, images, videos, and files.

- Matching content types and platforms

  • Facebook: text, images, videos

  • Instagram: text, images, videos

  • Twitter: text, images, videos

  • YouTube: videos

  • LinkedIn: texts, images, videos, and files

Mistakes to Avoid

  • Avoided inconsistent posting, presence, and having no engagement with your brand. Brand presence is important, so as much as possible, there should be brand engagement at least three to four times a week. Lastly, having no management app will lead to lower website traffic and may decrease followers.


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