When judging a brand’s credibility, the first thing you tend to notice is their brand aesthetic and tone – the visual identity which is responsible for first impressions. This is where consistency is key. A cohesive, consistent, uniform aesthetic shows that a brand knows who they are and what they stand for. They don’t come across as flighty or disorganised by chopping and changing their look and style but, by curating a cohesive brand, are competent and confident in their strengths and what they have to offer.
So, how do you curate consistency on social media in the fluid, fast-paced world where trends come and go quicker than you can say ‘cold brew’? If you’re an established company, you should already have a clear brand palette, brand fonts, and a set of company values. You might even have a social media style guide! It’s time to marry these together with your social media strategy so your client experience is the same whether it’s happening in your boardroom, LinkedIn page or Instagram grid. Follow these tips for building a brand through social media:
Your profile images on social media should all be variations of your company logo to maintain maximum clarity and credibility for users. Profile pictures are typically small and the last thing you want is a prospective client squinting at a pixelated square, trying to work out what it is. Having a clear, correctly-sized image will not only look good but also make you quicker to find from no more than a glance. Starbucks does this well: