One major contributor to building a strong brand is consistency. In the social realm, this means consistent profile biographies, consistent tone of voice across all profile updates and interactions, consistent colors used throughout your website and social profile pages, and consistent imagery, too.
Or maybe not?
Maybe there’s 1 potential exception to the “consistency” rule. Particularly if you are a small business owner and are often seen as one in the same as your brand.
Last month I was reading a post by Ted Coine, co-founder of Switch and Shift. His post listed and explained 4 reasons why other Twitter users don’t follow you back. His second point discussed your Twitter avatar and explained how if your avi is a default egg image or a flashing graphic, chances are other users won’t follow you back. Ted also went on to point out that brands using logos versus an actual photograph face a greater challenge.
If you read through his comments, you’ll see a conversation between Ted and Kelly. I responded beneath their back and forth, stating that I agreed with Ted. I represent several brands online, and I can tell you that without a doubt, it’s much easier to get other Twitter users to follow back your account if you are using a photograph of the person behind the brand vs. the brand’s logo.
That’s not to say you can’t or shouldn’t use your brand imagery on Twitter (Full disclosure: We use one of our Eli Rose logos for @EliRoseSocial). And if your business is a co-owner situation, you may lean towards going the brand logo route vs fitting 2 or more faces into the tiny thumbnail allowed on Twitter.
But if you are facing some challenges with gaining new followers to your business account, it might be worth your time to dig up a nice photograph of yourself, and switch it out with your brand logo. Test it out for a few weeks while actively trying to engage those you follow and see if it makes a difference in your follower growth. Hopefully, the humanizing of your brand on Twitter will be what you need to get your small business Twitter presence growing.
As a consumer, do you find that you follow back brands as quickly as other individual users? For those small business owners, do you use a photo of yourself or your brand’s logo on Twitter?