5 ways to stay consistent with your brand
According to a study by McKinsey & Company, companies are 20% more successful with consistent branding. Why is this? Because buying a product is becoming less of a practical decision and more of an emotional one. In other words, what a brand represents is more important than what a brand has to offer. Here are five tips that will help you stay consistent with your brand!
- Develop a brand strategy
One of the best things you can do to stay consistent with your brand is to write down what your brand is all about. If you ever feel you’re not being consistent with your content, you’ll always have your brand strategy to reference to! The first thing you should write down is your brand’s mission. What product/service are you offering your target audience and how can it benefit them? For example, a pizza restaurant’s brand strategy might stress the use of ingredients from local farmers because it benefits the consumer and distinguishes this restaurant from the others. What makes your product/service better than the competitor’s? Along with the mission, here are some other things you should include in your brand strategy:
- Logos and Icons
- Brand colors
- Fonts and Typography
- Content Type (ex. Photos, Videos, Live Streams, Tutorials, Infographics, Blog Posts, etc.)
- Voice and tone (Which brings me to my next topic…)
- Be mindful of tone and personality
The tone you portray on different platforms should vary slightly since there are different kinds of target audiences on each of these platforms. For example, your tone on LinkedIn should not be the same as your tone on Pinterest since LinkedIn is geared more toward businesses and corporations. However, you still want to maintain a consistent personality throughout all platforms of social media. Inconsistency between these platforms will make it harder for consumers to build a relationship with your brand and, therefore, less likely to buy your product/service.
- Utilize social media platforms that align with your content type
Each social media platform is unique and used for different audiences and content. The social media platforms you should use depends greatly on your brand. In general, use platforms whose users fit your audience demographic and whose media format fits your content type. For example, if your brand’s content does not heavily depend on high-quality videos, you should probably not consider making a YouTube account for your company. Not sure which platforms to use? Check out my other blog post, What Social Media Platforms Should I Use?
- Study the competition
Looking at what other companies are doing is a great way to learn how brand your own company. Coca-Cola is a great example of brand consistency. Across all of their platforms, Coca-Cola has made their message clear about celebrating the good life. Coca-Cola’s Twitter and Facebook pages both reinforce this message.
Look at how other companies spread their brand messages and compare their social media pages. What are they trying to say about their brand? And why are they trying to say it?
- Don’t be afraid of change
One of the smartest things you can do for your company is recognize when something isn’t working and do something about it. Creating a brand strategy isn’t enough. If, overtime, you realize that you aren’t getting as much engagement with your following as you’d like, review your brand strategy and update it. Remember when Coca-Cola started putting people’s names on their products? This added a sense of individuality and personalization to their brand. Ever since Coca-Cola added this to their branding strategy, their social media engagement has greatly increased since it’s given their audience something to talk about!