Every business, big or small, will benefit from developing and maintaining a recognizable brand. From your advertising through to the experience a customer has when they pick up the phone to talk to you or walk into your office, you should be effectively conveying your brand’s attributes to give your brand an identity that people relate to and recognize. Ensuring that both your messaging and visual branding is clearly and consistently applied across all communication channels helps reinforce your identity and encourages credibility and trust.
How to Approach Content with Brand Consistency in Mind
1. Create branding guidelines to ensure proper use of your logo and design elements.
Make sure that internally your employees know how your brand visuals are supposed to be used by creating branding guidelines. This keeps everyone on the same page and keeps expectations clear. Use these specific guidelines (logo usage, colors, fonts, imagery) to make sure the outward appearance of your brand is easily recognizable and consistent.
2. Keep your brand’s tone and personality consistent across channels.
When communicating as the brand offline or via your website, social media profiles, or other online channels, it’s important to keep a consistent tone and personality. If your brand is fun and friendly on Twitter, it should have a similar flavor on Facebook and LinkedIn. Your messaging on LinkedIn may be less casual or more professional, but it shouldn’t sound like it’s coming from a different brand altogether.
3. Select the right topics for your brand’s content calendar.
The topics you write about or produce videos about should be consistent with your brand’s mission and goals. Look for opportunities to create content that makes sense for your brand. If your business serves a particular industry, it’s appropriate to create content that speaks to your target market — especially when your company has expertise in or unique insight to the issue.
4. Participate in platforms and channels that align with your brand’s identity and your target markets’ preferences.
Location is important. It’s easy to get distracted by each new online marketing trend and social media platform. Before following the crowd to an existing network or becoming an early adopter of a new trend, evaluate to determine whether or not it makes sense for your business. Think first: Would you expect to find a brand like yours on this new platform or executing this type of strategy? Would you trust a brand like yours if it were on this particular network or conducted a new kind of campaign effort? Do your current or target customers congregate on these social platforms?
5. Bring offline marketing events and accomplishments into your online branding efforts.
If your company is a vendor at a trade show, has received an award or recognition, or is participating in a community or charity event, let your online audience know. When your business or product is recognized as a leader in your industry or community, that’s part of your brand-building efforts. Promote these efforts across all your online platforms!
If you need help building out guidelines for your brand or increasing your brand consistency, reach out to us to help you create a strategy today!