The Importance of Being Consistent in Brand and Message
Your brand, whether personal or business, is how other people view you. If you use the right methods, you can control the message and optimize how your brand is presented to others. This is called branding. If you want to be known as your brand, it’s important to be consistent in brand and message across all social media platforms.
Know Your Audience
Everything you do starts with your audience, so it cannot be repeated enough. Remember just because you studied your audience last year doesn’t mean you’re done. They will continue to grow and evolve so it's important you keep studying your audience.
Consider that Dove has been around for a long time, but if you look at their marketing, it’s changed because, while their customer’s demographics have not changed, the way they talk to them has. Why? Because the customers have changed with the times. Yours will too.
Find Your Brand’s Voice
A great way to determine your brand’s voice is to think about what you want to stand for and how you want to talk to people. Do you want to be soft and subtle, polite and nice, or do you want to be bold, irreverent, and maybe even loud?
One way to accomplish this is to look at how you are as a person. If your company involves you as a solopreneur that makes it easy. You are going to be more comfortable if your brand mirrors your personal brand. Another way is to look at your competition and determine how you can use your brand’s voice to differentiate your brand from the others.
You don’t have to make brand-new content for each social media platform. You can share the same exact content across all channels. But, what you want to do is change the blurb, change up the images in terms of size and type of image, but you want the message to be the same regardless of the channel you’re delivering it on.
To maintain a brand takes a lot of work on your part. You’ll need to stay up to date on what’s new within your industry and niche so that you can improve your knowledge and be the go-to person in your field. But, don’t do that by changing your brand’s voice, logo, images, and so forth because you want people to recognize you on any platform.
You’re more trustworthy when you are consistent. It’s also easier to find and recognize you. Ensuring that you are consistent means that you’ll see a steadier stream of prospects, develop rewarding partnerships, and your perceived value will increase. Your audience will feel listened to and inspired because the more they see you the more they’re going to trust you.
It’s a lot simpler when you realize that you want to be the same person/business on each network. All you really must tweak is how you deliver the message, not the entire message or the content that you’re linking to. Keep the same business name, personal name, logo, and colors across all networks and you’ll become recognized.