Do not underestimate how important having a great brand can be. It is the first thing that people notice about you and it should invoke positive emotions relevant to what you want to portray.
Your entire business presence will be created around it.
Crafting a good brand is a balance between niche and avatar and should encompass both sides equally.
The careful choice of styling, fonts used, colours which are chosen, and the voice in your messaging and logo should portray a professional image which speaks to your audience as soon as they come across it.
If you business is selling baby clothes to new mothers, perhaps soft pastel colours may work well, or a black website with blood red text may be more fitting for a website of a hard rock band.
Your branding should flow between all of the different platforms that you use online; from your website to the header image of your Facebook or YouTube pages, even down to the emails that you are sending.
Keeping your branding consistent will allow your customers to instantly recognise you, and hence, remember you wherever they may come across you.
You can make yourself the brand – having the business centred around you – the personality, or it can be centred around your company as a whole.
Lately, it has become more common to create a brand as a mixture of the two as consumers are relating to individuals more than traditional faceless companies – in this age of social media it is becoming apparent that consumers are preferring to connect with the person behind the business. Many people buy into Richard Branson himself when they purchase a Virgin product for example.
Depending on the niche occupied, it is not uncommon for some businesses to run two social media accounts on the same platform; i.e. two separate Facebook pages. This gives them the opportunity to post and connect to their audience as a human and also as the business separately.