Skip to main content

Keeping your brand consistent


Keeping your brand consistent on Social Media 

It’s incredibly important to focus on keeping your brand's voice and content quality consistent on social media. This is how small businesses are able to cultivate a loyal following of customers. If customers are getting inconsistent messages, differing levels of content quality, or aren’t getting a steady flow of new content they can be confused and your social media presence could damage your brand as a whole. 



The key is to be consistent, but not repetitive or boring







Some tips:

· Don’t bombard users with the same content over and over again

· Twitter, Facebook, and Instagram users expect different kinds of content and differing posting frequencies

· Do not consistently advertise to fans. Promoting a product is a great thing to do in a post, but shouldn’t be the only thing you do- guests will find this boring. We go on social media for funny content, interesting content, or anything that elicits an emotional response; we do not go on social media for commercials. Keep in mind that this selective content needs to be linked to the overall theme and identity of your business.

· Get creative and utilize the power of social media. There’s no one way to use social channels;
show off your company culture, get your crew involved and make the most of everyone’s unique personalities, or explore different aspects of the guest experience.

A great example of someone who keeps things consistent but not repetitive: Google





Google has always used the same typeface and design elements across all of their marketing platforms. Keeping their design consistent has helped them resonate with users and has made them the household name in search engines. Although the “Google” design stays consistent, they often switch up their homepage logo, making it interactive and reflecting an important part of history or pop culture that takes place on a given day. These changes are called Google “Doodles” and they’ve become part of their brand identity. They invite users to submit ideas for new Doodles at proposals@google.com and they even have a verified Twitter account with 127,000 followers just to keep people in the loop on new Doodles. 


Google Pac Man Logo for the game’s 30th anniversary:






So how can you apply this principle of "consistent but not repetitive" to your small businesses social media presence?


On your social channels, you want your voice to remain consistent. This is your identity: how customers see and engage with your brand is dependent on this consistency. This does not mean that all of your posts have to convey the same aspects of your company. For example, last week we spoke with Castle Island Brewing Company. They do an amazing job of keeping their fun, humorous, not-taking-themselves-too-seriously voice evident in every post. Although they rarely post the same kind of content, their personality remains the same across the board. So first, define your voice on social: who you are and what you’re all about. Then, mix it up with the content and experiment with different posts across all your channels.


Comments

Post a Comment

Popular posts from this blog

5 Super Easy Ways to Make the Most (CONTENT) of the Holiday Season

Simply sticking with your usual game plan heading into this next month? Well then you're missing out on some primo content my friend! The holidays are full of cheer, parties, music, family, fun, and all that other good stuff. So what does that mean for your small business? It means you can use this time of merriment to your advantage when it comes to generating amazing content for your social channels. Follow the 5 tips below to make this most of this holiday season! 1. Put together an Instagram-able wish list In one snapshot, capture an item or a number of items you’d like to promote for the holiday season. To capture the seasonal vibe, consider laying things out in a festive way. See below for a perfect example. 2. Run a promotion for your top fans Do you have a few top fans on Instagram and Facebook? Those folks who always show you love and get involved in the comment section? These are known as brand ambassadors. A great way to show your...
Post a Comment
Read more

Using Social Media to Promote Small Business Saturday

It's that time of the year again! The Thanksgiving feast leftovers are in the fridge, the football games are over, and Black Friday is officially done. This means one thing for small business owners nationwide: Small Business Saturday! It's imperative to build a buzz on social media leading up to Small Business Saturday to make the most of the holiday. Small Business Saturday is also a great opportunity to capture content from the busy day; this content can be used later on to carry that buzz through the holiday season! This e vent provides an opportunity for the customers as well to share their photos of their experience and get the conversation going about your brand. Whether you plan on joining on Small Business Saturday as a neighborhood champion or a shopper, keep the following tips in mind to ensure it’s just as successful online as it is off . #1. Provide as many #hashtags as possible Before Small Business Saturday kicks off, send out an email ...
Post a Comment
Read more

Boston Organics

This week we sat down with Caroline Angele, Marketing & Sales Associate for Boston Organics to discuss user generated photos, using analytics to guide content, and using social channels to highlight the positive work they do as a B Corporation.   Stats Boston Organics Charlestown, MA Instagram @bostonorganics 3,419 Followers Facebook @bostonorganics 9,774 Likes 9,831 Followers Twitter @BostonOrganics 5,875 Tweets 4,301 Followers Pinterest Boston Organics 6.8K monthly views YouTube Boston Organics 32 Subscribers Boston Organics mission is to provide access to fresh, organic produce to promote and support healthy living in a mindful and sustainable way that respects the environment, supports local farms, local businesses, and fair-trade practices. In other words, they are way more than just a grocery delivery service. They support local organic farmers, they provide Bostonians with amazing, fre...
Post a Comment
Read more