How to Build a Social Media Brand
May 14, 2025
Building a strong brand on social media isn’t just “nice to have” anymore – it’s essential. The numbers speak for themselves. In 2025, an estimated 5.42 billion people worldwide will use social media, switching between an average of 6.83 different social networks each month. Video content, particularly short-form video content, continues to dominate, with 78% of users preferring it over other types of social media posts.
For Australian businesses, social media platforms like Facebook, Instagram, LinkedIn, and YouTube are not just places to post updates — they’re powerful tools for building a brand. A strong social media presence can boost traffic, increase brand recognition, and create personal connections that turn casual followers into loyal customers.
However, making an impact across different social media platforms requires more than just regular posting. It calls for a clear brand identity, a consistent brand voice, engaging content tailored to your audience’s personal values, and a strategic approach to social media marketing.
In this guide, we’ll show you how to build a social media brand that stands out. You’ll learn how to define your target audience, create a consistent brand image, plan your content strategy, manage multiple social media accounts, and measure success through social media analytics. Whether you’re just starting out or refining your marketing efforts, these key elements will help you grow a brand presence that resonates with Australian audiences — and beyond.
With millions of Australians active daily across platforms like Facebook, Instagram, and LinkedIn, the right social media branding strategy can dramatically increase brand awareness and drive real business growth.
At its core, social media branding is about creating a consistent brand identity across different social media platforms. It’s not just about posting often. It’s about showing up with a consistent brand voice, visual identity, and messaging that reflects your business brand and values. A consistent brand makes it easier for people to recognise you instantly.
Social media also plays a powerful role in shaping purchasing decisions. Many users today research brands directly through social media accounts, looking for authentic content, user-generated content, and personal values they can connect with. By creating engaging content that reflects your company’s culture and remaining consistent across social media channels, you’re not just selling a product or service — you’re building personal connections that influence customer trust and loyalty.
Simply put, if you want to remain competitive, social media marketing efforts should be woven into the fabric of your business brand strategy. Not treated as an afterthought.
Building your business brand on social media platforms is about intentional brand building that connects with your target audience, reflects your brand’s personality, and helps increase brand awareness across multiple social media networks.
Here’s how to get started the right way.
Before you create content or post links, it’s crucial to know exactly what you want to achieve through social media marketing. Are you looking to generate leads? Increase brand recognition? Drive more traffic to your website? Boost engagement with current customers? Each business brand will have different goals depending on its growth stage and marketing efforts.
Your social media marketing strategy should align with your broader business objectives. For example:
Setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goals will give direction to your social media management and make it easier to measure success through social media analytics later on.
Effective brand building starts with knowing exactly who you’re talking to. Different social media platforms attract different demographics. For instance:
Start by conducting simple market research to define your target audience:
Understanding your audience helps you create quality content that resonates, fosters personal connections, and ultimately drives better results across your social channels.
Your brand identity is what makes your business brand instantly recognisable across different social media platforms. It includes everything from your visual elements to your tone of voice.
Take time to define:
A strong brand identity helps you stand out in crowded social media networks, making it easier for customers to remember and recommend you.
Visual identity plays a massive role in social media branding. With endless scrolls of feed posts and social content vying for attention, you need to make your brand instantly recognisable.
When designing your visual elements for social media:
Platforms like Instagram, Facebook, LinkedIn, and YouTube each have different formats and display requirements. Make sure your visuals are optimised for each — but always remain consistent in style to reinforce your brand image.
Consider investing in high-quality photography, graphic templates, and short-form video content to maintain professionalism across your social media channels. Remember: a cohesive visual identity doesn’t just look good — it boosts brand recognition and keeps your audience coming back for more.
Your brand voice is the personality and tone behind every piece of content you post. Inconsistent messaging can confuse potential customers and weaken your brand presence. That’s why defining and maintaining a consistent brand voice is essential, especially when managing multiple social media accounts across platforms like Instagram, LinkedIn, Facebook, and your YouTube channel.
Of course, each platform has its own culture. A message on TikTok might look very different from a post on LinkedIn — but the core voice and values behind the message should always remain consistent. You can adapt the tone without losing the essence of your business brand.
Here’s how to craft and maintain a consistent brand voice:
A consistent brand voice is a key element in building long-term relationships and making your brand instantly recognisable across all your social channels.
Not every platform will be right for your brand, and that’s okay. One of the biggest mistakes businesses make in social media marketing is trying to show up everywhere without a clear strategy. Instead of stretching yourself thin across all social networks, it’s smarter to focus on the platforms where your target audience is most active.
Start by considering your brand identity, visual assets, and the type of content you plan to share. For example, if your business relies heavily on visuals or showcases behind-the-scenes content, platforms like Instagram and TikTok may be ideal. If thought leadership and B2B networking are part of your marketing efforts, LinkedIn is a natural fit. YouTube, meanwhile, is perfect for video content and long-form storytelling that builds authority and trust over time.
Facebook remains a strong all-rounder. It’s still a go-to for local audiences and community building, and its advertising capabilities are incredibly robust.
Don’t forget about platform-specific formats, too. TikTok rewards fast, authentic short-form video content, while Instagram favours a polished visual identity and feed posts. LinkedIn demands a more professional tone, but it also performs well with updates that highlight personal values and company culture. A YouTube channel requires more effort in production, but it can offer long-term discoverability, especially when combined with relevant keywords and high-quality content.
Choosing the right social platforms also depends on your internal capacity for creating content and managing social media. It’s better to do a few platforms well — with a consistent brand voice, high-quality social media posts, and a clear brand presence — than to spread your marketing team across too many platforms without impact.
At the end of the day, your social media channels should work with your overall brand strategy. Select platforms where your message fits, your content shines, and your audience is already active.
Every piece of content you create should serve a purpose: to inspire, educate, entertain, or engage. When done well, social media content becomes a vehicle for brand storytelling and long-term customer trust.
Here’s how to create engaging content that’s true to your business brand.
Your brand values are what make your business more than just a product or service — they humanise your brand. Whether you prioritise sustainability, innovation, community, or quality, these values should come through clearly in your social media posts.
Start by identifying 2–3 key values that define your brand. Then, brainstorm content ideas that showcase those values in action. For example:
Values-based content builds authenticity and trust — two things modern consumers care deeply about.
Different social media platforms reward different types of content. To keep your audience engaged, diversify your content strategy while staying on brand.
Some effective formats include:
The key is to remain consistent in tone and style while adjusting format to match the platform and audience expectations.
Facts tell, but stories sell. Storytelling turns ordinary social content into memorable brand moments that resonate emotionally.
Instead of posting just what you do, talk about why you do it — and who you’re doing it for. Consider:
Stories help reinforce your brand’s personality and make your content feel more human, especially on platforms like Instagram, Facebook, and LinkedIn where storytelling drives engagement.
Creating engaging content is only half the equation — the other half is showing up consistently. Without a plan, even the best ideas can get lost in the day-to-day rush of running a business. That’s where a content calendar comes in.
A content calendar helps you stay organised, align your social media strategy with business goals, and ensure you always have something valuable to post. Whether you’re running social media accounts in-house or managing them with external support, a calendar makes your content creation process proactive — not reactive.
Here’s what every solid content calendar should include:
With a structured calendar, you’re able to:
Planning ahead also gives you room to track performance using social media analytics, so you can adjust future content based on what resonates with your audience.
If your business can’t post every day, that’s okay — even 2–3 quality content pieces a week can make an impact when planned strategically.
Creating engaging content isn’t a one-and-done task. Use social media analytics to measure success and see what resonates with your audience. Pay attention to:
Then, adjust your future content to build on those wins. Remember, great content comes from knowing your audience — and evolving with them.
The 50-30-20 rule is a simple but effective social media strategy that helps you balance your content mix. Allocate 50% of your social media posts to educational or informative content, 30% to content that builds personal connections or reflects your brand values, and 20% to direct promotional content like product launches or offers.
This ratio prevents your feed from feeling overly sales-driven and ensures you’re adding real value. It also helps maintain a human brand voice, keeping your business relatable, trustworthy, and relevant across different social media platforms and audience touchpoints.
Organic content builds relationships. But if you want to speed up your brand’s growth and reach highly targeted audiences, paid advertising offers a powerful advantage. When combined with a strong organic strategy, paid ads can significantly increase brand awareness, generate leads, and boost traffic across your social media channels.
One of the greatest benefits of paid advertising is the ability to target precisely. Platforms like Facebook and Instagram allow you to reach people based on demographics, behaviours, and interests. You can target Facebook users by location, age groups, or even specific hobbies, while LinkedIn Ads let you connect with professionals based on job title, industry, and company size. Using relevant keywords and custom audiences further refines your targeting, ensuring your social media posts appear to the people most likely to engage with your brand.
Video content also plays a major role. Whether you’re running short-form video content on TikTok or longer storytelling pieces on YouTube, paid campaigns can help amplify your best content to wider, but still highly relevant, audiences.
For businesses looking to scale their reach quickly, incorporating platforms like TikTok, Pinterest, and YouTube into their paid social media marketing strategy can offer new ways to meet potential customers where they spend their time. Influencer marketing can also complement these efforts, particularly when launching a new product or trying to tap into specific niche communities.
At Evolving Digital, we help businesses integrate paid advertising seamlessly into their social media marketing, offering tailored services across TikTok Ads, Facebook and Instagram Ads, LinkedIn Ads, Pinterest Ads, and YouTube Ads. Each platform offers unique opportunities — the key is selecting the right mix based on your target audience and brand objectives.
When paired with high-quality organic content and a consistent brand voice, paid advertising doesn’t just drive quick wins — it builds a stronger, more recognisable brand over time.
You can’t improve what you don’t measure. That’s where social media analytics comes in. Tracking your performance across social media platforms is essential for understanding what’s working, what needs refinement, and how to allocate your marketing efforts for maximum impact.
Start by setting clear KPIs based on your social media marketing strategy. Are you aiming to increase brand awareness, generate leads, boost engagement, or drive traffic to your website? Different goals will require tracking different metrics, such as impressions, reach, click-through rates, or conversions.
Most social media networks like Facebook, Instagram, LinkedIn, and YouTube offer built-in analytics dashboards. Key insights you should monitor include:
Social media analytics also allows you to spot trends, gather feedback based on user behaviour, and refine your content calendar for future content planning. By measuring consistently and adjusting your strategy, you ensure your business brand stays relevant, builds stronger personal connections, and maintains a consistent brand voice across all social channels.
Building a strong social media brand demands consistency, strategy, and genuine connection. Focus on aligning your brand identity with your audience’s values, stay authentic across platforms, and always adapt through analytics. A well-crafted social media brand doesn’t just grow — it leads.
Work with Evolving Digital to create a social media presence that captures attention and converts followers into loyal customers.
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