Twitter asks the question, “What are you doing now?” and many answer that question literally—without much forethought. Being new to social networking/social media, we in no way consider ourselves experts. We are Brand Expressionists®, therefore we have a tendency to view things through the lens of, “How can X be used to build better, smarter, more effective brands?” To better understand Twitter’s roll in this process, we took a good long look to decode how what you tweet and how you tweet will impact your brand—using Twitter as a branding tool.

Tapping the power of Twitter requires a following. However, the value your Twitter following provides is directly proportional to the value you provide your followers. Focusing your message will not only help to establish your following it will allow you take a clearer position, which will in turn provide greater value.

Building a brand means defining and defending a given position. Managing that brand means managing your audience’s expectations by continually living up to your promise. Simply stating an expertise or unique benefit and not following through is the shortest path to failure.

Twitter is a positioning tool. From your user name and bio to those you follow and those who follow you, to the tweets themselves, each of these signals carries deeper meaning, giving the outside world a glimpse into your inside world. Don’t simply answer the question, “What are you doing now?” Differentiate yourself by stating WHY you’re doing it. It is the meaning within the message that will provide your followers with value. Without knowing what you stand for and what you can do for them your followers will likely not see the value and move on.

Traditional marketing is often divided into PUSH and PULL. This refers to how products make their way through the supply chain: pushed through by incentives, or pulled through by demand. Twitter is no exception. The message you project can achieve both.

To ensure that you’re using Twitter to drive your brand and not being derailed by the flow, take a singular position and back it up. For better or for worse you are what you tweet. Twitter is limited to 140 characters. Make each one count. The content of you twitter conversation should be an authentic reflection of your personality, values and expertise if it’s to bring your brand to light.

Always ask yourself whether the meaning carried within your message:

• provides value supporting  your position

• strengthens the bond with your audience

• is likely to pull new followers

• is likely to be retweeted

• adds to the conversation

Remember your tweets work independently and collectively to convey your position and personality. A distinct and consistent voice forges an emotional connection with your followers (people you may never have the opportunity to interact with otherwise). Mind the gap between what you think and what you write. The words you choose can shift perception and set you apart.

Twitter is a conversation. Get creative. What you tweet defines who you are and what you have to offer. Say something useful and interesting and you’ll captivate the attention of your audience. Tell them you’re “going to lunch” and you’re won’t only lose their attention you’ll lose your followers. Twitter is not Facebook people “unfollow.”

These are our thoughts. We look forward to yours.

Categories: Brand Strategy