Branding is essential for every business, especially in your social media efforts. However, more businesses need to focus on the importance of brand continuity.
Brand continuity allows you to stay in touch with your target demographic through consistent advertising methods as they get to recognize you through your logo, color palette, taglines, etc. no matter which platform they are on.
Consistency of brand images and message are a cornerstone of brand awareness efforts.
If you want to achieve brand continuity on social media, then the following are top 6 tips to help you with that:
1. Design a Top Notch Logo
A company logo is much more than just a beautiful icon and brand name slapped with it. A logo represents what the company is all about – it’s mission, values, and guiding principles. So, if you want to maintain brand continuity across social media, then you should ensure that your logo looks unique and attractive.
Remember, you need to use your logo everywhere – profile picture, banner image, as a watermark in your social media images and videos, etc. So, unless the design is memorable and creative, it will fail to grab attention.
An added layer in social is making sure that your logo works not just as a watermark, but also in a square avatar format. Your main logo and social avatar does not have to be exact, but it should evoke the same feeling, aesthetic, and guidelines. Make sure it is easy to read, recognize, and stands out.
If you need to adjust your logo for social, you can just hire a professional on freelancer platforms such as Design Crowd or you can also design it yourself with an automated online tool like Tailor Brands (recommended if you want to save both time and money).
2. Build a Brand Identity
The way you respond to comments, the kind of content you create, and the tone you pick for your communication – all these things shape your brand personality and identity. It’s important that you have a clear idea of this and also maintain consistency with the brand personality every time you interact with someone online. Some tips on building a strong brand identity include understanding that that you are selling your brand and not a product, and touching the human side of business to connect with your target demographic on a deeper level.
3. Reuse Your Core Values With A Key Slogan/Tagline
Many big brands in the world have catchy taglines. Nike has “Just do it” and Apple has “Think Different”. The reason why they continue to use these slogans is that they work! But also, because they reflect the core beliefs and purpose of the brands using them. When your tagline has deeper meaning, you will find more use for it within your social media content to support brand awareness and attract the users.
4. Create an Well-Defined Brand Book
One of the most overlooked social media strategy steps is the creation of a clear vision. Unless there is clarity in your efforts, objectives, and approach, you can’t build a strong brand community on social media. One of the most important steps for brand continuity when you start out, is create a clear and comprehensive brand book. It should define the fonts, colors, image styles, etc. that you will use. It should also provide a visual template for your social media posts. Consistency is the key.
5. Establish Your Brand Voice
Brand voice is another thing that you absolutely can’t ignore if you want your social media branding efforts to succeed. All popular social media accounts have different voices. Some accounts share encouraging and motivational content, while others focus on humor and wit. Find your brand style, personality, and show it through your content. You can study other popular accounts to understand how it works.
Start by saving existing examples from companies that reflect the brand voice that you want to emulate and then rewrite those examples in the context of your business.
6. Monitor and Measure Your Results
You can’t verify if an approach or strategy is working unless you monitor your efforts. If you want to improve brand continuity, then you need to track the performance. For instance, when you do your next social media audit (which you should be doing at least once a year), add a section on brand continuity.
How many posts aligned well with brand guidelines? Of those that did not, why not? There may be some good reasons to stray occasionally. But there is also opportunity to improve continuity when you know why it is being missed.