Nearly every person, business, organization, or other entity that tries to catch the public eye has a brand and makes decisions in accordance with its branding guidelines.
What is it?
Well, according to Merriam-Webster:
branding – noun | brand·ing | \ˈbran-diŋ\
Definition of BRANDING: the promoting of a product or service by identifying it with a particular brand.
A brand encompasses all of the recognizable aspects of a company and branding every message, textually and visually, can mean a BIG boost in business.
To put things simply, Coca-Cola wouldn’t all of a sudden start printing green labels for their cans and bottles because its signature red color is a huge part of how it’s recognized and what draws customers to the product on the shelf – the same idea applies to social media.
If you truly understand what branding means, you’ll also understand that brand consistency is essential.
How is branding consistent?
Textual Consistency: Keeping messages consistent on social media means SO much for how your brand is recognized and perceived. This means keeping the voice of your business consistent, using common hashtags that are relevant to your industry, and keeping your posts focused on the right points to help your business reach engagement, traffic, conversion, and other goals.
Visual Consistency: Keeping visual elements (think photos, videos, GIFs, etc.) consistent on social media also means a lot for how your brand is recognized and perceived. For visual consistency, stick to a small selection of Instagram filters, use select fonts and colors when editing graphics, and even consider choosing an intro and outro routine to keep video content on brand.
Once branding guidelines and strategies are in place, content can even be produced more efficiently because some of the elements of your content is standardized!
Why does it matter?
With all of this talk about what branding is and how to keep it consistent, you are probably led to the question, “Why does it matter?” Well, consistency on social media matters for two big reasons…
Brand Recognition: Imagine if a business used different fonts, colors, and language with each social media post. With that amount of inconsistency, it would be very difficult for potential customers to recognize the brand and even avoid confusion about what that “brand” even is. With a solid set of guidelines for messages and visuals, potential customers will be able to pick your social media posts out of the chaos of their news feeds and know that content belongs to you. Brand awareness leads to brand recognition which can build a positive perception of your business in the public’s mind if your content is strong.
Credibility: With consistency on social accounts, not only will your audience be able to recognize what content comes from your business, but they will also develop a sense of trust in your message and what your business values. As we all know, there are a lot of fishy things happening on the internet, and by keeping your social accounts consistent, your audience will know that you are staying true to who you are.