MODULE 2 | LESSON 3 
 

 
Brand and  
Business Identity on 
Social Media 

Before you create a presence for a brand on social media, it’s a good 
idea to reflect on its value proposition and brand voice. A consistent 
brand voice is an important part of connecting with an audience. In this 
exercise, you will take a closer look at different brand identities online.    

 
Unit 1​ | Build a Social Media Presence  
 

Take-home assignment 
 
 
INSTRUCTIONS  
 
Select two different brands you know. One brand should be a brand that markets to 
consumers (a business-to-consumer, or B2C brand) like Nike or Coca Cola. The other 
should be a brand that markets to businesses (a business-to-business, or B2B brand) 
like IBM, Oracle or Justworks). 

 
 

01  
For each brand:  
 
A. ​Visit its website and familiarize yourself with both the brand and its 
products or services, and describe the primary products or services in the 
table below.  
 
B. V
​ isit the brand’s Facebook Page or Instagram profile. Take a look at its 
posts, and copy and paste a few recent posts. 
 
C. ​For each brand, search on the web for two or three ads. If you find some, 
copy and paste them. 
 
D. ​Based on all the information you collected, describe the identity of the 
brand by adding indicators on each dimension of the brand identity 
spectrum, reflecting the brand voice of the brand you chose.  
 

 
Unit 1​ | Build a Social Media Presence  
 

Consumer focused brand:  

(fill in the brand you chose) 
 

Products and  Describe the (main) products or services the brand sells. 
services   
 
 
 
 

3-4 recent social  Copy and paste the posts here. 

media posts   
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

2-3 ads   Copy and paste the ads (or links to the ads) here. 
 
 
 
 
 
 
 
 
 
 
 
 

 
Unit 1​ | Build a Social Media Presence  
 

Brand identity  Indicate where the brand fits on the brand identity spectrum 
below. 
 

 
 
 
 
 
 
 
 
 
 

Business focused brand:  

(fill in the brand you chose) 

Products and  Describe the (main) products or services the brand sells. 
services   
 
 
 
 

3-4 recent social  Copy and paste the posts here. 

media posts   
 
 
 
 
 
 

 
Unit 1​ | Build a Social Media Presence  
 

 
 
 
 
 
 
 
 
 
 
 
 

2-3 ads   Copy and paste the ads (or links to the ads) here. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Brand identity  Indicate where the brand fits on the brand identity spectrum 
below. 
 

 
 

 
 
 

 
Unit 1​ | Build a Social Media Presence  
 

Rubric
 
   
Additional 
Objective  Meets expectations? (Y/N) 
feedback 
   
Student can adequately 
describe the product or service 
offered by a brand. 

 
Student can adequately 
describe a brand on the brand 
identity spectrum.