Does you Brand have a Secret Identity?

Posted on , in Enterprise Solutions

I remember when I was a kid, watching television, wondering why no one could tell the difference between Superman and Clark Kent. Surely a pair of glasses couldn’t make that much of a difference! It was important though that Superman’s civilian identity was kept secret so he could continue in his quest to rid the world of evil. Had the citizens of Metropolis worked out the connection, Clark would have been constantly harassed and unable to do his job as the alter-ego.

However the opposite is true in Social Media Marketing. You don’t want your identity to be secret or disconnected from your business. You want instant recognition and brand awareness. Think McDonalds and the Golden Arches.

Every brand has a ‘personality’ – the positive and unique feelings your organisation wants customers to associate with your products or services. It is how the brand wants to be perceived in the market, both internally and externally, reflecting the organisation’s values and overall business objectives.

As you embark on the development and implementation of your social media marketing strategy, you must ensure all of your content, such as your blog articles or Facebook posts, reflect your ‘brand identity’.

Maintain consistency for all of the attributes listed below, across all social media networks:

  1. Organisation or brand name

It’s possible that you have one company with multiple brands. Ensure that everyone in your organisation correctly uses the name of the organisation or brand. For example, a new washing machine by LG called ‘Silver Deluxe’ should not be called Silver by some, and Deluxe by others, but always ‘Silver Deluxe’.

  1. Logo

One of the key elements of your brand identity will be your logo, which must differentiate the business, capture the attention of the audience, and reflect the business’ core values and the reason for existence. It is often the first touch point for your customers and must be different and memorable, finding a unique edge that separates the brand from the rest.

  1. Taglines and catch phrases

Taglines and catchphrases represent the words and language you use when marketing. For example, Bunning’s, a warehouse chain in Australia, uses ‘Lowest prices are just the beginning’. Again, it’s important that these taglines and catchphrases are consistent and not altered.

  1. Brand voice and tone

On social media, you’ll need to create a tone of voice that expresses the people behind your organisation and its brand. This voice will set you apart from your competitors, build trust with your audience and ultimately be used to influence and persuade purchasing decisions.

It’s important to understand the difference between a brand’s ‘voice’ and its ‘tone’. A brand’s voice is the personality that is consistent day to day. It is usually described as an adjective (such as lively, positive, jovial, friendly, professional or casual) and summarises the customer’s experience when interacting with you on social media.

The tone is a subset of the brand represents the feeling conveyed through the messaging. Whereas the voice remains constant, the tone will vary depending on the content, social media networks and/or situation. Tailoring your tone for each post and each network is likely to create a higher level of engagement from your followers.

When developing your brand’s voice and tone it is important to retain ‘human’ elements. A voice or tone that is clearly designed to evoke a sale may lead to a possible perceived ‘dehumanisation’ of the brand, both online and offline. Put in another way, if consumers perceive your organisation to be lacking human emotions, they will not trust the messages being conveyed, and find it difficult to purchase your company’s products/services.

  1. Imagery

Do you use beautiful photos of landscapes or cartoon-like images? Are the images colourful, or use neutral colours like white, grey and black? Do your images have pictures of cute animals, or models wearing clothing? The better you define your imagery, the easier it will be to produce content for social media.

  1. Colour(s)

Similar to imagery, you should define the exact colour palette for your organisation. The best policy is to define the RGB code (Red, Green, Black), instead of just describing the colour (e.g. ‘light blue).

  1. Fonts and font sizes

Define which font(s) your organisation uses and ensure that all marketing materials adhere to this. To maintain consistency im social media, you may also wish to define the exact font size you want to use.

  1. Sounds

Is your organisation represents by relaxed lounge music, modern rock or pop? Are there certain sounds that you would like your audience to associate with your brand, such as the sound of a crowd cheering? Outlining sounds in your brand identity is particularly helpful when making a video for social media posts.

Do you have Social Media Brand consistency or do you have secret identities and alter ego making your business hard to find?

Australis College is offering an intensive Social Media Marketing program aimed at providing businesses and individuals with the marketing knowledge, skills and tools to make social media marketing an important part of your future. Click here for more information and to get started today.