Maintaining brand consistency is an important part of running a successful digital marketing campaign. This means displaying consistent messaging, media and designs between your website and social media channels. A major goal of developing an online business presence is increasing brand awareness to drive more engagement and sales. When your audience is exposed to a consistent brand image, they’re more likely to recognize your brand, develop trust and become loyal customers.
In this post, we’ll explain the how and why of maintaining a consistent brand between your website and social media. Creating a style guide to define all aspects of your brand image can help you maintain consistency when implementing some of the ideas we’ll discuss below. Overall, a customer should have a similar experience for every interaction with your business, including visiting your social media feeds or company website.
Brand Aesthetics Maintain Consistency
Regardless of where someone sees your brand, they should have a similar experience each time. This includes the look and feel of your content and appearance of your branded logo and other visual aids. It’s obviously important to keep your content fresh across your website and social media channels, but there should be a familiarity that connects to your company vision and mission. Your brand aesthetic and perception can be positively influenced by:
- The consistency of colors and image filters
- Good social media practices, such as using minimal and relevant hashtags
- Logo placement for related social and environmental initiatives
- Using high-quality images and videos
- Updated social media banners and descriptions
Many businesses use brand style guides to define the color palette, logo design, and visual qualities of their brand image. For example, this brand that lists Sydney rentals has a logo that aligns with its property match feature. Your visual aesthetic should be appealing and easily recognized by your target audience. That means that every aspect of your website and social media profiles should be a part of your cohesive brand identity, from customized social media share buttons to the look and feel of the images you share on social media.
An Authentic Voice and Tone Establishes Credibility
Another important aspect of brand consistency is developing an authentic tone for your website and social media content. To ensure authenticity in your messaging, you should first research your desired audience to define the target market(s) for your business. This information may include demographic data such as age, geography, and personal interests as well as industry segmentation and other important factors.
When choosing a tone for your content, you can decide between important qualities such as casual vs. formal or B2B vs B2C. Consumers will develop a certain expectation of your brand based on how you present your company. By maintaining a consistent and authentic voice between your website and social media profiles, you can build customer trust. In many ways, an authentic brand is one that communicates company values in every message.
Posting Schedules Drive Consistency
When posting content to your website, newsletter, or social media profiles, it’s important to publish on a consistent schedule. Your posting frequency may vary among channels based on the audience viewing habits on each platform, but you should develop a set interval between posts over time. Doing so will set a clear expectation with your followers regarding how often they can expect new updates. Post publishing is also an easily automated task. Using social media scheduling tools, you can plan and schedule posts for weeks or months at a time to ensure your audience is exposed to your brand across every channel on a regular basis. There are many software tools available to help you manage your social media presence.
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Consistent Content Creation Builds Trust
We’ve already discussed the importance of regularly publishing fresh posts, and that means you’ll need to create enough content to maintain your schedule. Many brands repurpose content between channels to maximize exposure for each topic. For example, you could create a series of social media posts based on a recently published blog post to generate more traffic to your website. Developing a content pipeline can help organize the process and enable you to maintain a balance of casual, fun, promotional, and informative posts. To maintain brand consistency, always focus on relevant themes that are helpful to your target audience.
Maintaining brand consistency between your website and social media is much easier with an organized plan. Efficient processes are also a hallmark of business consistency and can add significant value to your marketing and outreach efforts. Analytics can be used to measure progress and determine the best ways to align your website and social media channels. With a consistent brand, you’ll have a much greater chance of building awareness for your products and services in any industry.
