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Social Media Marketing: The Importance Of Brand Consistency

Effective brand marketing involves establishing a set of interconnected company identity attributes. Such attributes include your business’s core brand values and unique selling points. As the digital marketing landscape continues to grow at an exponential rate, implementing consistent brand messaging is becoming simpler. However, the majority of businesses still don’t know where to start when it comes to conveying their brand’s story effectively on social media platforms.


One brand that has succeeded in effective consistent brand marketing on social media is Colonial Ghosts. The popular ghost tour company makes for a great case study that other small companies can look to for inspiration as to how to use consistent branding successfully across all social media platforms, including Twitter, Instagram, and Facebook.


Consistent Branding Advantages


Communicating your business’s brand message and core philosophy can be challenging. But taking the steps to keep brand messaging consistent enables you to generate a loyal following from your target audience. The way customers interact with your business will transform massively if you work on putting out the right message. Cultivating a brand that has a well-structured social media savvy communication strategy has multiple benefits for your business.


Brand Consistency on Social Media: Key Marketing Tactics For Achievement


Your company’s social media presence will directly influence the performance of your brand. Increasingly large proportions of today’s consumers use social media platforms to research brands before buying any products or services. If you create an engaging online presence across the biggest platforms, you can significantly improve your conversions.


Visual Elements


The visual look of your brand compromises many elements including your logo, color selection, fonts, layouts, and other graphical design choices. Your brand’s visual identity is impacted by all of those design elements. Twitter, Facebook and Instagram have endless customization options. As a company, you need to create a visually attractive profile page that reflects the personality and messaging of your brand effectively.


Maintain Message Content Consistency


Messages that conflict with each other can cause confusion and damage your brand. Therefore, it’s vital that you ensure all content posted on social media channels is consistent. Don’t bombard followers with the same content repeatedly. Vary your posting pace — users on Facebook and Twitter expect different posting frequencies from brands they like.


Fans don’t appreciate constantly receiving advertisements. To unleash the marketing power of social media platforms, you need to get creative with your posts. Such platforms are not simple promotional streams.


Share Curated Brand-Related Content


Social media accounts from brands that only ever share or promote their own services and products often lose followers.  It’s important to also share carefully curated content. You can share interesting, informative, funny or heartwarming content that you know your followers will appreciate. However, it’s important to ensure all the curated content you link to is related to your brand’s identity and overall theme.


Put Out Consistent Social Signals


There are dozens of online platforms where your target audience can search for info about your brand. You can strengthen your brand message consistency by linking your company presence across all the most popular social media platforms. This is a quick way to leverage good reviews on a similar platform to grow your brand’s reputation on Facebook.


If you check out Colonial Ghosts’ Facebook page, you’ll see there is a TripAdvisor tab present. The company’s Facebook fans can read all positive reviews published on TripAdvisor without having to leave Facebook. Colonial Ghosts have even taken the next step and embedded their TripAdvisor reviews on their official website. It would be highly advisable for you to visit the company’s website so you can see the right way to implement consistent brand marketing.

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