The introduction of social media has taken the world by storm. Not only does social media play a significant role in many people’s lives (1.96 billion to be exact) but it has had an even bigger impact on how businesses reach and communicate with their customers. For the first time in a long time, there are new channels to send information into the world for people to see and interact with. Sounds good, right? That’s because it is, but only if you understand how to utilize it while maintaining brand consistency.
There are many types of marketing media out there, and for each one there is a social media platform with that corresponding strength (i.e. YouTube and video, Instagram and photography, Facebook and articles). Successful businesses take advantage of the diversity that social media has to offer by building a strong presence across all platforms. With these new opportunities comes the potential for growth, but it also comes with its fair share of difficulties.
With so many new channels of marketing, it’s easy to get confused or lost in the overload of information being sent out by millions of businesses at one time. That being said, consistency in a brand is not just important, but necessary and here’s why.
The last thing you want social media to cause is mixed signals. This is easy to do when you have a lot of content going out on multiple platforms. The social media pros are those who have mastered creating content that contains the same information, customized to fit each platform appropriately. It is easy to make content that suits each platform but lacks the cohesion needed to uphold brand consistency.
Avoiding Multiple Voices
Every company has a voice whether it’s professional, straight-laced and traditional, or funny, casual, and borderline inappropriate. Your voice plays a big part in how people view and interact with you. Many times a brand’s voice runs parallel to its beliefs, ideas, and the audience it wants to appeal to. A brand that wants to target medical professionals is going to have a very different voice than a brand that sells practical joke supplies. Both voices are very different, but it is just as important for each of them to keep that voice a constant throughout all they do.
The end goal and most important reason why you want strong and consistent branding throughout your social media is to avoid customer confusion. The last thing you want is a customer to come across one of your pages and not recognize who you are. Keeping color scheme, naming, style, and conversation tone the same across all platforms will help prevent confusion.
Inconsistency may not only cause confusion but may also discourage current or future customers. Mix-matched styles may come off as unappealing and cheap, losing the attention, or even the following, of potential customers.
So there you have it. Just a few reasons why brand consistency is vital to the successful utilization of your business’s social media. This is just the tip of the iceberg.