Musings from a Digital Brand Campaign

There is far more science, shockingly less art, and a great deal of embracing of chaos that goes into creating a fruitful social media strategy than I had originally thought before embarking on this project. A company, brand, or individual cannot wake up one morning and begin posting on social media, expecting to garner massive engagement with their content, unless there is an underlying strategy.

While this harsh reality oddly puts my cynical self at ease, it can overwhelm brands embarking on digital journeys towards massive brand recognition. However, each step in this discovery and digital digging process reveals key segments of a company’s identity (on and off social media) and its audience.

Company personas narrow the originally daunting audience the brand is marketing themselves toward, while brand voice and identity present each piece of digital content or interaction reinforces the feeling the company aspires to leave audiences with.

It’s important to remember that a high-yielding digital strategy doesn’t require exclusively perfect content with overt selling messages. Instead, it contains a post variety that puts the audience at ease with valued messages and aspirational content, followed by meaningful brand “pitches” and important communication, the combination of which creates lasting impressions.