Every company faces the challenge of ensuring consistency across all marketing touchpoints, let alone social media platforms. So how can you provide your email marketing has the same tone as your TV ads?
If you speak to those two audiences differently, how do you ensure that customers recognize your Social Media Brand Management system even if it's their first time connecting with you?
Branding is more than just a symbol or a color scheme. A brand is how you make your customers feel, and it is built by staying consistent in every interaction with your company. We wrote this content to help you establish a consistent brand across multiple social networks.
Although we won't go into the depth of an essential brand, you want to ensure you have a consistent logo, color scheme, bio, boilerplate, and handle. Depending on the amount of space provided for each photo and the interests of specific audiences, some companies like to alter the logo style between networks. It is essential to ensure your profiles have a common thread people can recognize as your brand, no matter what you choose.
As soon as you learn how to brand your social profiles, you can move to more intermediate strategies. Even your primary Social Media Brand Management strategy should be audited and updated quarterly.
Once you've established a consistent visual brand across your network accounts, it's time to enhance that further. What does that mean? It means ensuring your images, graphics, and videos reflect the same colors and fonts.
When someone visits your Instagram page, do they immediately notice the filter or pop of color? When you publish a video, are the text overlays similar to those you use in your blog post's featured image?.
As time goes on, your customers will notice the consistency in your posts and begin to recognize that a post is from you without seeing a logo or social media handle. This type of brand recognition is what social media branding is all about.
The marketing personas will vary between networks. For example, audiences on TikTok are younger than audiences on Facebook. However, this is the reality, and if you use the same content across both networks, it might not resonate the same. As a result, it is good to create multiple personas for your marketing efforts.
Start by mapping the company's customer base to the different social networks you use. For example, your Twitter account might target millennial parents, while your Instagram account might target small business owners. These established personas help you narrow down your content ideas and perhaps even adjust your voice.
The captions and related copy accompanying your social media posts are an essential part of branding your content. In addition, company social media accounts have a particular personality.
You might already have a Social Media Brand Management voice established for your other marketing focuses. Some might find the voice sarcastic, and others might find it informative. The idea of cultivating a specific approach by social platform, and extending it to social media, is highly recommended.
The voice and tone guide should include brand personas, company catchphrases, and personality traits. Using the term "clients" or "customers" will help you keep your writing consistent. If you have a collective of large employees managing your accounts, creating a guide for them to reference keeps your team aligned, so it doesn't sound like you're writing from different perspectives."
Sometimes, it's best to have numerous reports if your company is big enough or offers a diverse set of products and services.
These accounts allow you to hyper-focus your branding, cater to a specific audience, and serve relevant content through Social Media Brand Management.
Here are a few different approaches you can take: