Recently Sina Weibo redesigned its interface for certified brands to provide a new refreshing look with more customizable widgets. Sina Weibo is currently the largest micro-blogging site in China with more than 195 million users and growing. Many brands use Weibo to establish an online presence and collect consumers’ feedback. At the same time, companies strive to maintain a consistent brand image on the platform.

The new version 4.0 of Weibo added several features which could be customized on the two sides of the viewing window. These widgets include longer introduction space, notice boards, navigation bar, rolling photo gallery, video panel, external links, and a polls feature. With the added column, the 140 characters micro-blog area is now in the centre of the page displaying the usual contents, pictures, links, and videos. Companies now have more control over the style and content published on their brand profile and can potentially enhance their understanding of target consumers through polls and increased interactivity.

This new design provides companies the tools to better manage their brand image online. While social media offers great opportunity to extend the reach of a brand, it also presents certain risks in the process. One of the risks is lack of control; once the content is published, it is very difficult for the company to control the reply contents and audience reactions. If the reactions are negative and the effect goes viral, it could hurt the valuable brand equity built over years of hard work. The new features on the side allow brands to display relevant information, videos and photos to establish the desired brand identity. If anything goes wrong, the profile page has more features for the brand to revive the situation and to utilize as a contingency plan.

On the bright side, added widgets help brands to create the desired brand image. In the case for Burberry, the brand chooses black and grey as the theme colour for their profile. Video widget on the profile page showcases Burberry’s products in details with a black/grey background. These features work together to bring the elegant and luxurious brand image of Burberry to the general public. A longer introduction on the side highlights the target brand image with keywords such as luxury, superior quality, and classic designs.
The new Weibo interface for certified brands brings value in building an online presence in China and maintaining a consistent brand image on the platform. With the advancement of technology and the internet, building a successful brand online is becoming more important. The new upgrades by Sina Weibo demonstrate the opportunities in social media for brands to establish a consistent brand identity online.