Building Brand Consistency and Awareness on Social Media
In the world of social media, every “follow” matters, since it’s now the #1 way for companies to connect with their customers. Facebook is a great platform for linking out to articles, Instagram is the destination for captivating pictures and videos, and Twitter is the home for your 280-word sound byte. So, with each platform allowing for exclusive content and engagement, how do you build brand awareness and maintain brand consistency? Follow these three simple rules to accomplish your goals:
1) Handy handles
What is a handle?
Your handle is whatever follows your “@” symbol. Too many companies make the mistake of creating different handles for each platform, which makes it harder for potential customers and followers to find them. Make it easy by using the same handle on all brand-owned social media platforms. For example, EGC Group’s handle is “@egcgroup” across all owned social platforms.
What should my handle look like?
Social media users are inclined to search your company name and expect your page to come up. If it doesn’t, you lose a potential follower who had the intention to find you. Keep it simple and use your company name in (or as) your handle. Consistent handles help drive more users to your pages and also keep you looking unified.
Kim Kardashian West, the social media queen, knows how to play the handle game. Her overarching handle is “KKW.” Search KKW, and you are led to KKW Fragrance, KKW Cosmetics, and KKW clothing, among other examples. She may have different pages for all her different ventures, but all of them can be found with one notable and simple handle/mnemonic: KKW. This consistency builds brand awareness and unity while attracting followers. So, don’t change your handle like you change your socks! Even if you post different content on each platform, the handle needs to remain the same.
2) Happening hashtags
Hashtag or pound symbol?
Who knew a “#” could be used for more than phone numbers? The power of the hashtag should be utilized on every post and platform as an organic way to promote your posts and target potential customers and followers. If someone searches the word “makeup” and you include “#makeup” within the context of your post, you are likely to appear in public search. All trending topics or catchphrases have a corresponding hashtag (e.g., #Metoo, #MotivationMonday, #TGIF).
How many hashtags should you use?
Be sure to always use either three or four established hashtags on every post. For example, EGC may use #EGC, #Marketing, #Advertising, and #Digital on each post. In addition to these established hashtags, it is strategic to use post-specific hashtags as well. For example, this article could use post-specific hashtags such as #brandawareness, #brandconsistency, and #socialmedia alongside the established ones.
Why use established and post-specific hashtags?
The use of both established and post-specific hashtag styles allows your posts and pages to be found in broad and specific searches. If you look at the #makeup example again, someone may specifically search for “smoky-eye makeup.” If your post only uses #makeup, it will display after posts that have both #makeup and #smokeyeye hashtags.
3) Filters, fonts, and watermarks. Oh my!
Filters are for more than selfies
From a creative point of view, using the same filter on photos and videos that you share is a great way to unify your brand. Major social media influencers use this tactic – one great example being @laurenconrad. All of Lauren Conrad’s photos are lightly-filtered in nude colors, giving her pages a clean, consistent, and easily recognizable look. In addition, @Kyliecosmetics [Kylie Jenner] applies a brightening filter that accents her lipstick, eye shadow, and blush color to make her brand distinguishable.
Does “Times New Roman 12 pt. font, double-spaced” ring any bells? It will haunt college graduates forever! Why? Each line typed in Times New Roman established an unwavering association with long nights of typing papers, reports, and presentations.
By applying the use of specific fonts within your creative, you can further establish brand consistency. Using the same fonts will foster an association for your users and wed your posts across the board. Your font choice should either match or complement the font of your logo and be utilized on all photos and videos. This simple strategy will allow users to associate that font with your brand, thus leading to greater brand awareness and consistency.
Watermarks protect your content, give your logo more natural exposure and also link your posts across different platforms. Since watermarks cannot be removed, they prevent your posts from being used incorrectly or out of context by other pages. In addition, if your content is shared, your watermark brings the viewer back to your brand. They can search your company name and boom – another follower!
Want to find out more about EGC's social media marketing and creative strategies?