Branding is a vital part of developing loyalty and trust around your products and services. But straying away from your preset branding standards is also very easy to do. This is especially true if they don’t represent you or your brand in a way that interests you.
How do you check your branding?
I suggest starting simple and looking at your visual identity and tone to see if you applied them consistently over the last six months. As a social media strategist, I will be focusing primarily on branding on social media.
Does your brand have a style guide?
A style guide will make creating content faster and more consistent. The goal of producing consistent — but not dull — visual content on a platform like Instagram is having people recognize your content as yours without seeing your name or logo.
A basic style guide should include your fonts, color scheme, and a mood board that encompasses the style you want for your brand.
Your style guide should come from competitor research and acknowledge the psychology behind the colors you choose and the styles of type to be truly effective. You feel different when you see something written with a script font as opposed to a display font, right?
Do you have a set tone?
Some brands are funny and light-hearted while others are serious. For example, Moon Pie on Twitter has a hilarious persona. It would be jarring if they suddenly started tweeting as if they were a more serious brand like Politico.
In that same sense, if you switch between wildly different tones and do not have a strong reason for doing so (i.e. commenting on something serious and values-based as a comedic account) it can disarm your audience and make them distrust your voice.
Are you keeping your content relevant to your goals?
You may be catching a theme here which is that consistency is key for maintaining your brand. Similarly, your content needs to help promote your social media goals (and business goals) consistently.
This means you need to talk about things that are relevant to your brand. As an example, we are a digital public relations firm that has a sister publishing company. Therefore, we talk about social media, publicity and branding tips for authors that are published by small publishers or independently publish.
In addition to the tips, we also share content that jumps on trends that relates to books and the reading community. (Check out our blog about bookstagrammers to see how we leverage Instagram to create digital publicity for authors.)