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Establishing your brand online is in an important aspect of your company’s success. Regardless of the platform, your brand should be recognizable and authentic to its values. For many, this can be a tedious task as the various social platforms have differing needs. So how exactly do you keep your social media on brand in this ever changing digital world? Here are our top 5 tips to get you started.
Establish Brand Guidelines
It’s extremely hard to stay on brand if there are no rules to guide it. It is important make a rule book of sorts that identifies what your brand values, and how it looks and feels, and even how it sounds. (We personally enjoy adding in little bits of wit). A brand guide will layout all the aspects like a color palette, fonts, tone of voice, and more. Once you’ve got that set it’s easy to have the guidelines accessible for your whole team. Then you are able to effectively communicate the do’s and don’ts of your brand to your team. This ensures everyone is on the same page both literally and figuratively.
Make Visual Campaigns Consistent Across All Platforms
It would be quite simplistic to think that the actions of keeping social media accounts on brand are only restricted to your social platforms. Not so at all! All design elements across your brand should be convergent. Your consumers should always have a sense of familiarity interacting with your various brand assets. What does that mean? From your website, to print assets, to your ad campaigns, to your social media there should be a consistency in the design and tone of voice. This breeds brand recognition.
Stay True To Your Brand
We can’t say this enough, but consistency is KING. You may often be tempted to jump onto every gimmick and trend that hits social media, and as alluring as this may be, it is extremely important to stay true to your brand and what it represents. Authenticity is a key element that your consumers recognize and appreciate.
Have A Strategy
Don’t post aimlessly on social media. Every post should have a purpose and a desired measurable result. Create a social media strategy that aligns with your company’s needs and goals. This will ensure that all of your assets are unified in the message they convey to your target audience. Creating a content calendar is a fabulous way to help you get things in line.
Audit Your Brand Regularly
Similar to humans, the needs and wants of a brand may change. It is important to regularly assess your social media profiles to ensure that its contents still match the brands look, feel, values and tone of voice. Every now and again, it may be necessary for you to purge content that no longer feels in line with the brand.
While branding in and of itself is far more complex than we’ve explained here, these 5 tips are sure to point you in the right direction.