8 Top Tips for Building Your Brand Impact on Facebook Timeline

Now that Facebook has rolled out their Timeline format to all business page users it’s a prime opportunity to capitalize on all the benefits the new layout offers your brand.


1. Your Cover Image:

Facebook’s cover image really enables a business/brand to capture its audience’s attention and make a strong impression with immediate impact. For brands this offers an opportunity to communicate your brand’s personality in an imaginative way and really leverage your core brand message. 

However, remember to read the Facebook guidelines when customizing your cover imagery. You can use this space to let your audience know what you are about but you cannot include promotional writing or a call to action on the cover photo. In short your cover image requires some more creative thinking to grab your key target markets attention while reaffirming your core brand message in a somewhat more subtle way. Cover images should be 851 x 315 pixels. Profile thumbnails should be 180 x 180 pixels


Mcdonalds Cover Image


2. Get Visual:

The new layout reduces the visibility of text posts but really highlights image and video content. For some businesses this may mean you need to change the way you post your brand information on Facebook.

The huge popularity of imagery orientated social platforms like Pinterest and Instagram confirm the mass attraction and powerful impact of visual content so start getting great visual content onto your timeline and raise the profile of your brand (products or services) through imagery where ever possible. A note of caution, make sure your selected imagery is relevant to, or congruent with your core brand message and your audiences interests.


Starbucks Cover Image


3. Directly Reach Your Audience:

The new timeline allows your customers to talk directly to you using private messages and most importantly it allows you to respond. It is critical that you have someone checking your Facebook page frequently to make a timely response. A query ignored could be a sale lost or worse still, compromise your brand.


Coca Cola Highlighted Post


4. Milestone Your Brand:

While your brand may have only recently joined Facebook, its story may have begun years ago. The new Milestone feature allows you to go back through the years, prior to you joining, and add landmark information and visuals, such as the year you were founded, significant new developments, the look of your brand through the years etc. This enables you to really share your brand’s story and build strong imagery communicating your brand’s development.


 Tiffany Milestone Image


5. Highlight What’s Important:

While it is important to post regularly on your page, some posts may be more important than others and require greater exposure. You can now ‘pin’ posts, which means that that post will remain at the top of your Facebook timeline for the entire week. Other posts can be ‘highlighted’ which means they are given wider display space and therefore stand out more.

If you have a special offer, top tips, important news or an impending event, pinning it or highlighting it commands great visual impact thereby saving you the need to make multiple posts just to gain your audience’s attention.


Starbucks Pinned Post


6. Benchmark Your Brand:

While your administrator can view your page insights and find out how many visitors the page receives, the new timeline also allows you to view some insights from your competitors’ pages. Simply go to their page, click their ‘likes’ and you will see some basic insights regarding their visitor analytics.


7. Monitor and Control the Conversation:

While it is important that your customers can post on your wall and create a conversation around your brand, it is equally important that what they post is appropriate. Deleting negative comments is never advised but the new timeline allows you to approve posts before they are displayed on your company’s Facebook wall.


8. Attention to Apps:

Landing page welcome apps no longer apply to the timeline but Facebook has provided the space to feature apps on your page. If your brand has a Youtube channel app, a competition app, etc the new Timeline enables you to display them on the top of your page.


We have already looked at how social media mistakes can damage your brand, however, managed correctly the role social media can play in shaping your brand’s identity, raising its online profile and enhancing customer engagement is undeniable.


• Does your brand’s Facebook page make the most of all the new features?


• Do you have a social networking strategy to help build your brand?


• Are your social media profiles fully utilized to support your brand communication strategy?





Maximizing Profitability: Training Your Employees To Be Brand Champions

In Ireland, possibly more so than in any other European country, a company’s reputation is the foundation from which strong brands evolve. We may be known for our talkers but the result of all this chatter can have a significant impact on Irish businesses where a restricted market size often means that word-of-mouth endorsement, or criticism from customers can make or break the reputation of a business, particularly in the early years. 


I have spoken before about the impact a leader can have on shaping their company’s brand and developing the brand image from the inside out.  One of the strongest ways a leader can develop their brand is through their selection of employees and how they inspire their employees to become genuine brand champions or custodians of their brand.


While marketing plays a strong role in shaping the external identity of the brand, employees are a critical asset that cannot be overlooked in creating a strong brand and positive reputation for your company.


Employee Brand Champion


Your employees not only spread your brand message with your customers, but also through their friends and family, and publicly on their online networks. Your employees are involved in the core of your business so their opinions on your company/brand(s) are very important.


How do you make sure your employees are spreading the right brand message? What can you do to influence how your employees impact on your brand? The key is to turn their role in the company from being standard employees to becoming highly informed brand champions or brand ambassadors.


Whether your business offering is as tangible as selling a car or as intangible as selling insurance over the phone, the service the customer receives during those few minutes of interaction with your company employee (the human extension of your brand) will strongly shape his or her impression of your brand.


 Customer Brand Champions


Every positive experience, or negative interaction for that matter, that occurs between your frontline staff and your customer establishes trust and credibility, bolstering your company’s brand reputation or equally undermining it too if badly represented.


When your customer then shares this positive (or negative) experience with their friends and family they are inadvertently advertising your brand and helping shape your brand image. Never forget, referral is one of the strongest and most trusted forms of brand endorsement, and never more so then in this world of instant viral communication.


Developing brand champions begins with ensuring that your employee’s brand training and internal cultural experience of your brand, and the image it aspires to create, is fully aligned with your company’s brand strategy.


Right now, if you asked each of your employees, from those in your accounts department to your frontline staff, to stand up and give a short pitch about your business would they all be able to say the same thing?


Does their impression of your business brand match that which you believe or have set out to achieve? They must really live and believe your brand to authentically share your brand message with the outside world. If your own employees cannot fully articulate what your company’s brand is all about, the do’s and don’ts of how they interact and what your brand stands for, then how can they be expected to communicate your brand effectively to your customers?


Building Your Brand


Leading a company with a powerful team of brand champions is essential to the success of your brand and ultimately the profitability of your business. In short it must be incorporated into your overall brand building strategy if you want to be a market leader. Doing so will not only strengthen your brand and company reputation but it will also:


1. Increase Motivation: A workforce that believes in what they do and what the company is striving to accomplish will naturally be motivated to achieve their goals and therefore productivity and profitability will increase.


2. Increase Word-of-Mouth Promotion: An employee who truly believes in your brand is more likely to naturally share their enthusiasm with family and friends and will be an advocate for your brand even outside normal work hours.


3. Improve Service: an employee who really believes in your brand will embrace a sense of ownership in their work and the service they provide, which will result in a greatly improved customer experience.


4. Reduce Employee Turn-over: a brand champion who believes in your brand will also be less likely to leave a position in which they are motivated and satisfied with their work. In fact if employees speak highly and openly about your brand, your company has a better chance of increasing retention rates and attracting new high performing, talent.


If you want your employees to become brand ambassadors then get them onboard, share and educate them in your brand vision. Make sure they really understand at a fundamental level what your brand is all about. Explain to them how important they are in the process of building the company brand.


A positive brand image leads to loyal customers, strong referral sources and solid internal growth. Bottom line: Take care of your employees and they in turn will take care of your brand. They are your strongest brand advocates, but they can’t champion your brand effectively if they don’t understand it or buy into it.


• Do your employees know and understand your main brand message and what your brand’s image is?


• Do they know how your brand is positioned relative to similar brands on the market?


• Are your employee’s impressions of the brand aligned with that of the company?


• Most importantly, does your company have a clear brand strategy that can be articulated to and through your employees?


Feel free to get in touch. We’d love to hear your thoughts and would be delighted to answer any questions asked.