The Importance of Brand Consistency on Social Media

The Importance of Brand Consistency on Social Media

Being able to offer a consistent brand experience is one of the most difficult challenges for any business. It’s important to ensure that every potential and existing customer receives the great customer experience every time in order to encourage loyalty and retention. A researched and well-thought out brand provides the foundation for this, ensuring every facet of the organization is aligned in terms of values, tone of communication, visual elements, and positioning.

With so much customer feedback now being done via social media, communication between brand and customer has become highly visible to the general public – a potentially scary prospect to marketers and PR professionals if not managed correctly. In fact, 91% of retail brands use two or more social media channels while 78% of people who complain to a brand via Twitter expect a response within an hour.

And this trend is set to grow as 38% of organizations spent more than 20% of their total advertising budgets on social media channels in 2015, up from 13% the previous year.

As a result, ensuring brand consistency on social media is more important than ever before. Here are five ways to ensure your company’s online communication is timely, helpful, and true to your brand values.


1. Review key messages with your team regularly Is your brand document hidden somewhere in the files of the marketing department? Does your team know the company values and how they can use them to guide the decision-making process? Do you regularly review your company positioning statement to ensure you are delivering on what you promise? Many organizations invest in good branding at the beginning but then it gets put aside as operations take over. Regularly reviewing your brand document and its key messages and reminding your team of its importance will ensure everyone is on the same page when it comes to customer communication.

2. Develop a social media content calendar A social media calendar is a useful and practical allowing organizations to be pro-active when it comes to digital communication. And when you’re pro-active, you’re prepared which means posts are timely, relevant, and have a strong call to action that is brand-aligned. By taking the time to research and prepare a content calendar, you can also ensure your social media is reflecting the unique selling points of your company. Social media is highly competitive with consumers faced with over 5000 messages a day so you need to ensure you stand out with memorable content.

3. Invest in quality visuals By 2019, 80% of all Internet traffic will be video-based. Incorporating images into social media content also has more impact with Twitter reporting that images encourage retweets up to 150% while LinkedIn image posts get 98% more comments than those without. But such results can only be generated by visuals that are consistent, high-quality and reflect the brand’s philosophy. This is where a professional photographer and videographer are worth their weight in gold, creating a library of visuals that can be used for social media purposes to attract attention and create engagement.

4. Create a social media guide A company’s employees is its biggest source of ambassadors. With 2.3 billion active social media users, the chances of your employees using social media to talk about your organization are high. Make sure they know what is admissible and what isn’t with a social media guide. This should include a list of topics that are acceptable and those that aren’t, such as race, war, religion and so on. The guide should also be in line with local laws and outline any social media policies such as approvals, editing of posts and so on.

5. Focus on measuring engagement When executing social media communication for any business, it’s important to measure success. The first step in doing this is to define an objective. While a high number of likes can be impressive, this can become redundant if consumers are not engaging with the brand in more meaningful ways. By creating content that stimulates feedback and conversation – reflected through metrics such as comments, shares, votes and polls – businesses can attract even more potential customers. In 2015, the average amount of time spent on social media in the UAE was a staggering 3 hours and 35 minutes – that’s an incredible opportunity for brands to communicate with their followers and fans in a two-way conversation, to deliver value and solidify brand loyalty. Keeping up with social trends ensures you constantly stay in the eye of your consumer. Get in touch with us on info@pencil.sa and we’ll help you create a social media strategy and style guide that’s perfect for today’s business environment.