Social media is an increasingly popular way for individuals and businesses to build brand equity and brand strength. With more and more businesses turning to social media to marketing their products, services, and programs, it is imperitive that you dedicate the time to not only present your brand consistently across all media platforms, but that you actively protect your brand.

The first thing you need to do is secure your social media brand by registering your name and business name, where appropriate, on all of the different social media sites you will be using.

Even if you aren’t planning on using a certain social networking website or you don’t plan on being highly active, securing your name on those sites is important. Why? Because it prevents other people from using your name or business name.

Imagine what could happen if someone else registered your name or business name:

• Your brand could get confused with another brand – potentially a competitor’s brand. This could cause your brand to lose some of the valuable brand equity you have worked hard to build.
• Offensive or completely inappropriate content could get posted to the profiles and result in a detrimental hit to your brand image, perception, and reputation.
• You may have to use different profile names/user names on each social media site or social networking site. This could cause inconsistency in your brand and make it difficult for your audience to find you or remember you.

The easy way to maintain brand consistency across all social media sites and build your brand equity online is to secure the same profile or username on all social networking and social media websites.

For example, I am “jenniferbourn” (or bourncreative where appropriate) on all of the social networking sites I participate in:

• facebook.com/jenniferbourn
• facebook.com/bourncreative
• linkedin.com/in/jenniferbourn
• twitter.com/jenniferbourn
• plaxo.com/jenniferbourn
• friendfeed.com/jenniferbourn

If you are using social media marketing as part of your small business brand marketing plan, and you haven’t yet grabbed your name or business name on the social networking sites, you can check and see if it is available quickly and easily for free. Simple check out NameChk.com and Knowem.com and grab your names!

While his logo is on his business cards, brochure, website, email newsletter, and flyers, the message, the colors, the typefaces, the design, and even the voice used in the materials was completely inconsistent. If I cover up the logo on any of his marketing materials, I would have no idea who or what business the piece is for.

When I brought up this observation, he told me that his logo is his brand and asked, “My logo is on everything. Isn’t that enough?”

Unfortunately, when asked the question, “What’s the difference between a logo and a brand,” most entrepreneurs, solopreneurs, and small business owners respond with the exact same question, “Isn’t a logo and a brand the same thing?”

No. They are not the same thing.

A logo and a brand are in fact two very different things that must work together cohesively. Here is a quick explanation of what a logo is, what a brand is, and how they are different.

What is a logo?
A logo is an easily recognizable, reproducible design element, often including a name, symbol, specified colors or trademark. It is a quick, visual representation of a brand’s message and position. A well designed logo should evoke some memory or emotion from the viewer depending upon their relationship with the brand. A logo is a tool to help communicate a brand and represent a brand.

What is a brand?
A brand is every interaction with and marketing practice of a name or design that identifies and differentiates one business, product, or service from another. A brand encompasses the positioning, the messaging and communications, the visual design, the target market, the voice, the marketing and promotions, the presence, and the experience any individual has with the business, product or service online, offline, or in person. You brand is the experience people have when they come in contact with you or your business.

Think of it this way. A logo all by itself is just a graphic element with a name. A brand is the communications strategy that helps you communicate your passion and expertise.

When combined, a well-planned logo and a brand strategy help you effectively and efficiently reach your audience, communicate your message, your value, and benefits, and visually attract more attention.

Do you have a logo, or do you have a brand?