Social Media Marketing Brand Consistency
Social Media Marketing Countdown to 2018 Week Three
Get Noticed and Be Remembered for the Right Reasons
The essence of branding is congruent, consistent messaging. Social media marketing brand consistency is imperative if you want your business to be noticed and remembered – for the right reasons!
There are four things to bear in mind in order to maintain social media marketing brand consistency:
Businesses often overlook the importance of the consistent use of colour across all aspects of their social media marketing – at their peril.
Colour influences perceptions and emotions; everything from affecting how we taste food to our feelings about the trustworthiness of an organisation.
Your business should have a set colour palette that you use across all your online – and offline – activities. Your palette would generally comprise the colours in your logo and a standard text font colour. For example, the LittlePiggy brand palette consists of a pink, a brown, a very light brown (for use on dark backgrounds) and a grey (for text). For impact I may sometimes add another colour into the mix, such as a darker / more striking pink.
If you are unsure of your brand / logo colours there is a handy little tool – ColorZilla – that can sit as an extension on your Chrome browser. The little colour picker pipette will enable you to ‘pick up’ the colour values of anything online. Here’s a short video that shows you how easy it is to use ColorZilla:
A typeface can create a memorable impression, so much so, many organisations are opting for ‘font only’ logos, think of Google, ebay, Gap, JD Sport or even M&S.
Choosing a font – or combination of fonts – for your business is a crucial part of the decision you make about your brand identity. For example, the LittlePiggy font collection is Sniglet Extra Bold for top level headings, Sniglet Regular for standard headings, Archer Light for sub-headings and Calibri for text. For effect I will sometimes use slightly different fonts, such as Brusher, for impact in booklets or promotional materials, as well as across my social media marketing.
Strong typography repeated across multiple platforms creates a memorable impression. When your social media marketing message is repeated with the same styling across multiple platforms, it has the same impact.
However, if that same message appears in one place in a bold, font like Helvetica, and in another place in a font such as Times New Roman your marketing message is severely diminished.
Images can be extremely powerful and emotionally evocative so it’s essential, when choosing images for your social media marketing, that the subject matter, style and colour scheme support your overall brand story.
Increasingly images are replacing text as a key communication tool, a couple of examples: Tweets with images receive 150% more Retweets than Tweets without images; Facebook posts with images see 3 times more engagement than those without images.
So, creating eye-catching graphics – using tools such as Canva, Picmonkey or Crello or making videos with Lumen5, Slidely Promo, Legend or Quik – needs to become an essential part of your social media marketing.
4. Personal Brand
At the heart of your social media marketing is YOU. A regular ‘brand check’ is essential if you are going to, consistently, project who you are, what your business is and your brand story.
Carrying out a few, regular, checks will ensure that your customers and prospects will know exactly who you are, what you do, what type of people you want to engage with online and the type of content you will be sharing in your social media marketing.
Three elements you need to check regularly are:
- Your profile image – does it look like you (now – not 20 years ago) and is it the same image on all your social media platforms?
- Your biography or ‘About’ description – does it really reflect who you are and what you do?
- Your cover images – are you telling the same ‘story’ across all of your social media marketing platforms by using the same, or very similar, header image?