Your brand is your expression that affects how consumers perceive your company. Maintaining a consistent narrative across platforms is the goal of developing a uniform brand. Your brand should build awareness and develop trust and loyalty with customers.
Creating content and distributing it across a multitude of platforms is a great asset in this digital age. Unfortunately this is a double edged sword. Taking an idea from concept to fruition so quickly means that maintaining a consistent narrative for your brand across the spectrum of platforms can become difficult in the haste to create and distribute content.
On a similar note, developing platforms for your employees to interact with your brand is a great asset. Associating faces to the brand gives it a personal touch, and leverages each employee as a brand ambassador. When an employee has the opportunity to create content that contains their version of the brand look or message; they may accidentally contaminate the brand or message, even if they have the best intentions.
Case in point, I recently performed a social media audit for a local business. During the audit I discovered, quite quickly, that there was no consistency in the narrative or visuals across their platforms (i.e. instagram, facebook, google business). This inconsistent narrative resulted in a decrease in content and brand engagement, as consumers were not able to identify a recurring theme or brand to interact with.
After discovering this, I decided to break down three key rules to help prevent other businesses from making similar mistakes.
#1 Develop brand guidelines.
Your business has invested a lot into creating logo. Used as a benchmark for all branding and styling, actively integrating your logo into every piece you put out helps ensure consistency.
These guides not only help the marketing department, but they also serve as guides to other employees and departments. And above all, the guidelines should align with the businesses overall vision.
2. Make your logo and design elements accessible to your employees.
The only thing worse than seeing a pixelated and distorted logo is seeing it shared that way. To combat this and similar blunders:
- Create a shared folder on a file sharing site such as Google Drive or DropBox, and share it within your company.
- Create social media cover photos for your employees who participate in social media.
- Make sure that all promotional materials and orders are done through a single department or person to ensure consistency.
3. Keep your brand’s tone and personality consistent across channels.
When communicating as the brand through 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 FaceBook, it should have a similar flavor on Instagram. Your messaging on LinkedIn may be more professional, but it shouldn’t sound like it’s coming from a different brand altogether. Keep a consistent persona, but allow the mannerisms to conform to your target audience through each platform.
Now that you understand three benchmarks to ensuring brand consistency across a multitude of channels, now is as good a time as any to take a look into your current profiles and make sure they are up to date.
Thanks for reading along, I would love to know if you have any questions or comments on my thoughts above, leave them below!