Every day I poke at my keyboard and tablet, nitpick over the arrangement of cookies on a plate, and obsess over using a certain shade of blue—all with the promise of delivering “on-brand” content for my clients.
But what exactly does it mean to be “on-brand” in the social space? Sure, anyone can refer to a brand guidelines PDF and follow a formula to create an incredibly eye-catching billboard that the client adores, but how does that translate to a Facebook post or an Instagram photo?
Let’s take a look the Essentials of a Brand Identity:
Now, how do you use those elements on social specifically?
- Add your brand’s logo to your profile picture.
- Update your cover photo regularly (perhaps to make an announcement or showcase a new product).
- Use a graphic template for all images. Do you include a logo at the bottom? Does every image post have the same background color? Is every image the same size?
- Create a standard for videos. Does that mean including a title card or an end card? Maybe both?
- Keep typography sizes and colors consistent.
- Add captions to photos or videos in your brand tone. Don’t make a joke unless it’s fit for your brand. Don’t post about holiday celebrations unless they are important to your brand.
- Add your brand’s logo to your profile picture.
- Summarize your brand in the bio section and be sure to include a link to your website.
- Optimize all designs and photos for square view—this is an Instagram essential!
- Use a graphic template for all images. Do you include a logo at the bottom? Does every image have the same filter?
- Use video wisely! Instagram is still native for photos, but if Boomerangs are a fit for your brand, give them a try.
- Curate your feed so there is consistency. Try not to post images that look aesthetically similar back-to-back. Break up the feed with images varying in angles, products, or other compositions.
- Add captions in your brand tone. Don’t make a joke, unless that’s the fit for your brand. Don’t post about holiday celebrations unless it’s important for your brand.
- Add your logo to your profile picture.
- Update your cover photo regularly (perhaps to make an announcement or showcase a new product?)
- Summarize your brand in the bio section. Be sure to include a link to your website and your location!
- Tweets are the epitome of your brand’s tone. Be sure your tweets are relevant and personify who you want your brand to be.
- Photos and videos add substance to tweets. Use the style guidelines from the other channels above to make sure the content is on-brand.
