How to keep brand consistency across social media platforms
Brand consistency across social media platforms (and adhering to guidelines) lies at the heart of any effective brand development plan, and the approach to social media should be no different.
As social media continues to prove one of the most popular and effective methods of marketing, learning how to remain consistent across different platforms which tend to promote different aesthetics and formats will be of high importance. If you’re looking for some top tips, below we go into a little more detail as to how you might achieve consistency across platforms.
Develop a consistent profile
In order to achieve brand consistency across social media platforms , you’ll want each profile to have certain similarities. Things like your bio and profile picture should be the same on each platform, which means that when you’re designing them, you should have each platform in mind.
You don’t want a profile picture that works very well with a background on Facebook, but falls completely flat on Instagram! Keep this in mind during your design stage, or you may end up wasting money and time should you have to start the whole process again.
Post the same content at the same time
This may seem obvious, but it’s important that you spread the same messages through each platform. You may not be able to create an event on Instagram in the same way that you can on Facebook, but you can still post an effective infographic that spreads the same information.
If you miss certain platforms out, you could potentially be missing out significant chunks of your target audience!
Only a certain minority are likely to follow you across the board, so be consistent to remain inclusive. Be creative and think ahead – the different platforms may require differing amounts of preparation, so keep that in mind in the early stages of campaign preparation.
Understanding different audiences
While you want to remain consistent in the information disseminated across platforms, the way in which that information is packaged may benefit from some subtle differentiation.
Do your market research to properly understand demographic differences across the different social media platforms, and change the way that you communicate with them accordingly. Social media is a great marketing tool, but it’s not a blunt instrument – in order to use it effectively, you need to understand the nuances of your different audiences.
Always link back to the brand
It’s important to remember that social media isn’t the end goal – the goal is to enhance your brand’s exposure. The best way to remain consistent is to constantly link your content back to the brand itself; use your brand logo, brand fonts, and consistently provide links which lead back to your website.
Social media is a great way to grab people’s attention, but the majority of your information should be provided through your website. Social posts shouldn’t be too data heavy, they should be well designed and catchy enough to make people want to learn more. Remember the purpose of marketing at all times and you’ll find targeting your approach much easier!
Struggling with a strategy that gets both brand and consistency right? It can often feel like there are too many moving pieces, but we’re here to assist with each aspect of ensuring your brand remains consistent across social platforms (and aligns with the audience of each platform too).
Contact our team at ice House Design today on +44 (0)1225 466 080.