You are probably already familiar with the concept of brand identity. In short, it’s about how a brand presents itself on all different channels, from social media to its website. In order to convey the right message regarding your values, objectives and look, it is important to focus on coherence. In other words, it is essential to build a brand identity that is represented in the same way across all channels. In this article, we explain all this better. Good reading!
Brand identity: how important is it?
Brand identity is the visual representation of your brand values and “personality”. Some brand identity elements are your company’s logo, the type of language used, colors, designs or slogans, for example. All this, together, defines a brand and allows the public to easily identify it. The better a customer understands the identity of a brand, the more quickly he can connect, or not, with it.
Let’s say you find the website of a company that sells sportswear. In addition to noticing the apparent quality of the products, you also end up verifying that the website has a modern design and bright colors. Furthermore, from the language used, note that this company intends to address a younger audience. However, when you visit social networks, you find a complete misalignment with what you have seen on the website. The colors used are different and the language is now more formal and serious.
Naturally, this identity inconsistency can create some confusion in the public, who starts to think that, after all, they don’t know your brand. As a result, you risk losing potential customers. Hence the importance of having a uniform brand identity across all channels.
How to maintain brand identity on social media?
Now that you know what brand identity consists of, we’ll explain how to maintain one on all digital platforms. Remember that the secret is consistency between different elements.
Keep language type
Let’s imagine that, on your brand’s website, you opt for a more formal language and aimed at an adult audience and inserted in a certain sector of society. In order to maintain your brand identity, you must pass that same language to all social networks.
Do not change your speech or the target of it. Otherwise, it will confuse your audience. After all, does your brand present itself as serious and formal or relaxed? This is a mere example of the various doubts that may arise in the minds of the public.
Invest in the same design
Let’s say you sell beauty products and your website design is very simple and minimalist. In this case, it would not make sense to bet on elaborate graphics or a variety of effects for social networks. On the contrary, you should opt for simplicity when it comes to the designs you choose to publish and share.
Don’t stray too far from the core content
First of all, it is important to explain that we recognize the importance of betting on content diversity. Incidentally, this is one of the strategies that most effectively allows keeping the public interested and involved. However, we don’t advise straying too far from your core content. In other words, if you are a brand mostly known for its informative content, you should continue to bet on it.
Thus, if you publish several educational articles on your website, it is most likely that the public will expect the same type of content on social networks. So, whether on Instagram or Facebook, you should focus on creating and sharing your core content.
Keep the color palette
The psychology of colors has been studied for several decades. We know that certain colors evoke different emotions, and you should keep that in mind when choosing the color palette for your brand. Once again, it’s crucial to establish a link between your website and social media. If your brand identity focuses on neutral colors, these should also be present on social networks from publications.
This is an especially important point. How many times do we not remember the name of a brand, but its colors? By changing the tones you chose earlier, you will be confusing your audience immensely. As a result, they will not recognize your brand and, worse, forget about it.
Share the same message and values
Some of the great elements that allow the public to relate to brands are their messages and values. Typically, we like to buy products or services from companies that we identify with, whether for ethical or other reasons. Thus, it is crucial to maintain and share the same type of messages and values on social networks.
Let’s say you own a company that produces sustainable clothing and you advertise this fact on your website. On social media, the same will have to happen. It would be very unpleasant to discover that, after all, your brand opts for fast fashion and does not take into account all the ethical factors that you mentioned on other platforms.
Thus, it is extremely important to create a connection and coherence between all your brand platforms. Only then will the public be able to really know and identify your products, services, values and identity.