I know a couple of people right now who’re moving into either online presence for existing entities or starting a business from scratch. So this is mostly advice geared towards small, creative businesses.
Typos are a thing that can happen to anyone, and I know my spelling consistently trips up on double consonants and basically goes completely to uncapitalized shit in private chats. But spelling is part of communicating clearly to an audience, and I think at this point all browsers have a built-in spellcheck.
Look, the people who say you can’t tell tone over text are lying. Like, maybe they can’t? But all of us do a lot of communicating in text these days, so interpreting tone from text is a skill we’ve picked up. So choosing a tone for communicating on social media and website content is important – do you want to be silly? dry and informative? You’ll obviously want to adapt based on what it is you’re communicating, but deciding on a style and being deliberate about it can make you a more coherent and engaging brand.
Engage on social media
It’s where the people are!
Seriously, you want to control a Facebook page, your Google page if you’re going to be publicly listed as a business, and probably also a Twitter. If you don’t feel like social media is really your thing, you can stop there, and only post updates that you think people will definitely want to know. But if you’re producing any kind of audiovisual content, you probably also want a Youtube, Instagram, and Snapchat. If being on social media is going to be a fun part of branding for you, maybe also a Tumblr. There are services, like Buffer and Hootsuite, that let you push to multiple platforms from one place, but that can get kind of complicated. Hashtags on Twitter are part of the body of text and a huge part of joining ongoing conversations; tags on Tumblr are a separate field and commonly a platform for metacommentary. Pushing from a central platform is a great way to streamline getting news out, but not a good way to engage more deeply with a community and join in on things.
Don’t be everything to everyone
People are interested in what you have to offer because it’s unique: diluting that for more ‘mainstream’ appeal just makes you less interesting. The essence of branding is just an extension of being who you already are as either an individual or a group, only more so and in public.