Your brand identity helps you stand out in a crowded space; however, when it takes at least seven impressions for customers or clients to even remember you, you can’t afford to confuse them with an inconsistent brand identity.
How To Reinforce Your Brand Through Social Media
Social media is a great platform for adding dimension to your brand while regularly reaching a wider audience. The combination of images, text and video allows you to communicate visual identity and a clear, consistent voice in fresh ways so your brand is continually being reinforced. Here’s a collection of brands that demonstrate five ways to up your social media game.
In his capacity as a US elected official, Mark Green presents a consistent personality for his brand across three social media platforms: Facebook, Twitter and Instagram. He visually picks up on patriotism with bold red, white and blue in graphics, frontlines the importance of family values to his brand with a family photo header on both Facebook and Twitter, and a couple’s photo within his Instagram grid, and emphasizes power and professionalism with repeated elements.
A logo, block font, serif font, and profile photo are repeated and echoed but not present in every single post, which allows the platforms to look visually consistent without seeming too repetitive. Text is oriented toward concise, uncompromising sound bites.
On every platform, visual and text elements both convey boldness and decisiveness with a traditional, businesslike sense of polish. Lesson learned? Know your messaging, then use headers, profiles, text and image content to back that message up, but don’t rely too frequently on a template.
YouTube offers video of features and case studies with fairly minimal customer interaction, while LinkedIn focuses on more journalistic content. Both keep people front and center for a warm, friendly and accessible feeling. Instagram is light and fun, less instructive and more interactive. Twitter balances formal feature marketing with user-generated content and comment/complaint responses, bringing more of a community or discussion feel to the feed, while Facebook puts out tips, tricks and features with some comment/complaint support, but less interaction than Twitter.
Elon Musk doubles down on the approachable aspect of branding with a simple, manageable social media presence on Twitter and Instagram. At first glance, his brand lacks the polish and professionalism of the first two examples on this list, but his millions of followers show that a brand doesn’t have to look or sound traditional to be successful. Personal, casual photos with average quality and minimal, off-the-cuff comments display personality.
Your brand can be professional and polished, or it can be wild and fun, or it can be like the guy next door who just happens to start world famous companies, as long as the personality is consistent and works for your audience and goals. Another key learning here is intimacy.
Elon is famous, accomplished and, by all accounts, a busy, important man. His followers benefit from a sense of immediacy and intimacy, a sense that they’re being invited into the inner circle, to walk beside Elon and be privy to his inner thoughts. A brand identity that relies on intimacy, used right, can be a powerful motivator.