media update’s Jenna Cook offers insight into the world of brand image marketing.

Brand perception and social media go hand-in-hand; however, it’s not always easy to get the positioning of your brand just right. But how do you know if the perception of your brand is something you need to consider redefining?

Here are four signs that you might want to change the way your brand is perceived on social media:

1. Engagement with your branded content is low

Engagement is one of the surefire ways to see if your social media strategy is a hit or a miss.

If you’re consistently producing content that matches your brand’s values and CI standards, but there is little engagement to show for it, this may leave you skeptical about what it could mean for your brand.

Perhaps your followers don’t understand your content? Or maybe it isn’t as relevant as you hoped. It is critical to find out what is at the root of the problem.

2. Your brand is attracting the wrong audience

You have carefully planned out content that is receiving lots of engagement online. Sounds good, right? Except that the people reacting to your posts are not your desired followers.

You might be wondering why this is happening, or why reaching the wrong audience could be negative for your brand. Surely all engagement is good engagement? Well, it isn’t.

To put it simply, engagement from certain people might be bad for your brand image because their values don’t line up with your values. Or their engagement may not lead to any constructive growth for your brand perception.

The kind of people who associate with your brand are a reflection of your brand’s image, so it’s vital that you connect with the right people.

3. Your content causes confusion about what your brand does

It’s easy to fall into the trap of posting many different types of content in an effort to appease all of your followers. But this can make it difficult for your audience to figure out what your brand is all about.

If you are spending your time crafting and posting content with the intention of engaging with everyone, would this not make you more relatable to a wider range of followers? No, not exactly.

You are not doing your brand, or any of your followers, any favours by throwing a few unrelated memes in between professionally captured shots of your social responsibility campaigns.