social-mediaSome marketers seeking the faith-based, Christian audience know what they want to accomplish, but they are unsure how to execute the ideas they have. Today in Part 2 of our series on Social Media and Building Your Brand is where we delve further into the “how” of building your brand; particularly how to build a usable focus group, and how to make a style guide.

Focus Groups: Once you have utilized social media or other statistical data to find your demographic (see Part 1 for more information on this,) a good size for a focus group is around seven to eight people. This ensures you will not be overwhelmed with too many opinions, but that you will also have a good variation of thoughts.

Developing a standardized questionnaire will keep your data organized and easy to file and access as you review it. Aim for a ten question form. Participants don’t need to write down their names, in order to provide anonymity. Try to keep it to one double-sided sheet, in order to keep their attention, and don’t forget to provide pens or pencils. Some examples of useful branding questions are: “What do you like about the current logo? What would you change?”, or “Do you feel the current company tag line reflects what we provide?”. Keep the questions open ended and reflective, so the participants can say more than “yes” and “no”.

Style Guide: A style guide is a valuable tool for any marketer. It can be as detailed or as concise as you want, but can help your staff and outside partners to stay cohesive. Generally, a style guide is a document that shows the types of fonts, phrases, tag lines, and colors that are approved to be associated with use of your brand. You can also outline which versions of a logo are appropriate in which places, for example: The simple logo without text can be used on apparel and hats. The logo with text is appropriate for letterhead and professional stationary.

The guide should be accessible online in a place where employees and personnel can easily find and use it. This is especially helpful for social media, where multiple people posting content can create confusion and disrupt your effort to standardize your brand. Let’s say your style of copy on Facebook is casual, and in first person. That information can go into the style guide for reference, so anyone posting can stay consistent with the casual form of speech.

Please also catch up on the first article in this Social Media Marketing series, if you missed it, or browse our Social Media Tips archive.

Do you need more help with building a consistent brand on social media platforms? FrontGate specializes in helping companies maintain and create successful social media campaigns.