Building an Influencer's Identity

Even if you are an influencer, branding should definitely be a part of your strategy.

A brand is kind of like a stamp that defines you. It is the way people see your profile, think and feel about you, talk about you or describe you.

What to Consider Whilst Building Influencer's Identity

1. You, yourself and your profile

You are the actual brand of your business. Think about it, why do you follow your fellow influencers? Is it because they have a nice logo? Probably not. Is it because they process their food in a Philips food processor? Maybe, if you’re obsessed with food processing, because who isn't these days? ;) It may be a combination of these things, but mainly it has to do with interesting content and how they make you feel. 

So why do people follow you? Same as the above. It's the emotion! It might be in a positive or even a negative way. Stay consistent with your content and as your audience gets the feeling that they actually “know” you, they will happily watch you, even while you feed the ducks. Your followers like YOUR face, voice and opinions. Maybe they like your style, comedy, expertise, realness, or maybe you're an entertaining distraction to normal life.

You are the actual brand of your business.Your persona is the cornerstone. Be you. The rest of our points will help you come full circle.

2. Values

Values multiplied by three, actually. What makes you unique? What can you offer your audience and brands that others can't?

  • The first set of values stands for what you really believe in or trust in. Always follow your values. Even if there's a possibility for a short term win, breaking them might cause damage to your overall trustworthiness and image.  
  • The second set of values stands for what you bring to the table (the one where your audience is sitting, of course). Your content has to be valuable.
  • The third set of values stands for your value in regards to the brand you want to collaborate with. If you are in negotiations with any brand, always prepare a detailed sheet where your values are described in detail, so they know what you can offer. That will help you get better deals, along with a smooth discussion.

3. Fonts and brand visuals

Your profiles on social media are like shop windows for the brands when it comes to collaboration. Are there any brands you want to collaborate with? You should always bear in mind that, if you kick off the collaboration, you are going to become a part of their marketing mix. 

Is the brand you want to cooperate with into jokes? Be funny! Is the brand into light colors? Use a sister color scheme! Do you like to use watermarks? Use them everywhere so the audience always knows it's you! It will make your brand more authoritative and credible in the marketplace and it also develops trust among your followers and potential customers.

Your colors, type, theme, and texts should all be consistent, unique to you and suitable for your target audience. Use language that matches the personality of your profile. If your brand identity is high-end, use professional language; if your brand is laid-back, be more conversational or cheeky. Creating a color palette is a way to enhance your identity. 

Visually representing your persona in everything you do will help you stay consistent, while creating familiarity that will satisfy your consumers. "Design is the silent ambassador of your brand." said Paul Rand.

It's a complex circle, you cannot make good content if you don't know who consumes it, or which channel your target audience prefers.

4. Niche market and your audience

Different people want different things. Usually, you can't present a product for kids the same way you would present a product for law students.

When you find the audience that finds your content valuable and entertaining it's a win-win for you and the audience! It’s also a win-win for your future collaborating brands. Why is that? 

It's all about engagement. The size of the audience is not the only thing that matters. What matters is the level of engagement. It should be a selling point of yours. 

The people will give you likes and follows if they find your niche interesting. What is the niche? It's something that describes you, that IS YOU, and only you. It is a trigger that helps your followers detect that content is from and created by, who else? You. For some influencers, it might be their business & life journey like AlexIkonn, it might also be a guide to mindful living, such as this account from  CarlyTaylor269 or maybe it's visually appealing content, like this female bodybuilder’s gainsbybrains.

The warmer and friendlier your approach is, the nicer you’ll be in the eyes of your audience, as well as the clients and brands. Establish an emotional connection with consumers, which can be a solid foundation for building a lasting relationship with a brand.

But it's not only about how the feed looks and what the niche is. It's also about storytelling! Storytelling is a gem of influencer marketing - it makes the followers want more. To read every single post, get to know you better, follow you on the journey. That's why you should always remember to stick to your values, because they should (to put it poetically) breathe from your messages.

Key Takeaways

  • Stay consistent with your content.
  • Be recognizable.
  • Find the perfect frequence and time for posting.
  • Follow your values and niche.

All in all, try to find a balance between being you, serving the best content for your target audience and giving the best results to brands. We, at groost, have faith you’ll get it right! 😎

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