3 Major Reasons Why Neglecting A Brand Identity Can Be Bad For Business

Social media is an amazing tool that can be used to expediently grow a business. Unfortunately, there are a few reasons why neglecting to build your brand using additional channels can be harmful. Businesses that rely solely on social media often face challenges with leads, platform limitations, and audience control.

Capturing leads is how a business follows up with potential customers who have engaged with the brand. Failing to build a sales funnel outside of social media can result in missed opportunities for collecting email addresses, redirecting customers to a point-of-sale, and capturing 360-degree analytic data.

Opportunities to collect email addresses for futuremarketing are not always available on social media. Without a method to build an email list, connecting with your customer base outside of social media can be difficult. This challenge can result in lower sales and slower brand growth.

Redirection to a point of salecan be challenging when relying solely on social media for building your brand and growing your customer base. Neglecting to lead customers to complete a purchase can directly impact the growth of the business. A drop in sales directly impacts the future of the brand. A complementary channel in addition to social media is a website. In this article by the news outlet Forbes, it is recommended that all businesses have a website.

Analytics and data are not always comprehensive in the dashboard provided by social media platforms. A 360 view and access to a complete data set of all analytics can be very helpful for building your brand and driving revenue.

Censorshipis often overlooked when a brand chooses to rely on social media as a primary method of reaching its customers. Social media platforms have the ability to shadow-ban a brand’s posts and videos. Shadow-banned accounts can come at a huge loss, resulting in an unengaged audience and loss of revenue.

Age restrictions can be difficult to navigate and even eliminate an entire audience from a brand’s reach. Limiting the audience of a brand and the customers the brand can reach results in a smaller audience.

Policies and procedures are often another hurdle that brands have to navigate around. Not only is the brand at the mercy of the ever-changing policies and procedures, but the brand can also lose the ability to sell entirely due to regulations and conditions put on the platform. CNBC, a global news outlet, talks about how online marketplace Etsy has made changes to its policies that will directly impact sellers.

Ownership and control are valuable when building a brand. Without brand representation via other mediums outside of social media business can be limiting its ability to operate uninterrupted. Day-to-day activities can be stifled and often come to an abrupt stop when social media accounts are deleted, hacked, or suspended.

Suspended accounts are often a surprise, unexpected, and inconvenient. Relying solely on social media can leave marketing campaigns, customer communication, and daily operations vulnerable to the mercy of the social media platform.

Deleted accounts frequently result in time and effort lost. A secondary consequence is losing the ability to communicate with the audience that the brand worked so hard to build on social media.

Curating a brand, connecting with an audience, and building trust is something that takes time, energy, and strategy. In the blink of an eye, an undeserving party can take control of everything the brand has worked hard to build. A hacked social media account will not only result in a loss of brand trust. There is a high probability that the audience will become confused. Confusing the audience can result in loss of confidence, leading to a decrease in revenue.

While social media is typically part of any comprehensive brand strategy, it is important to remember that nurturing other methods of reaching a brand’s target audience should not be neglected. Leads, platform restrictions, and control are three strong reasons to build a brand Identity outside of social media.