Having a strong brand presence is non-negotiable. Your brand is the face of your business, and it needs to be consistent across all marketing and social media platforms to attract and retain customers. But how exactly do you create on-brand marketing that resonates with your target audience?
Ready to find out?
So, let’s get started!
What Does It Mean to Be “On-Brand”?
“On-brand” refers to aligning every piece of content, visual, and message with your brand’s identity. This includes your brand’s voice, values, and visual elements like color schemes and logos.
It’s not just about looking good; it’s about creating a cohesive experience that builds trust and loyalty with your audience. A strong, consistent brand can increase revenue by up to 23% across all channels, according to Forbes.
What constitutes an on-brand marketing strategy?
To effectively create on-brand marketing, you need to focus on several key elements:
1. Brand Identity
Your brand identity is the collection of all elements that a company creates to portray the right image to its consumers. This includes:
| 🖌️ Element | 🎯 Description | 🌐 Example |
|---|---|---|
| Logo | Create a distinctive image that accurately reflects your brand. | Nike’s swoosh |
| Color Scheme | Choose a collection of colors that embody your brand and elicit particular feelings. | Coca-Cola’s red and white |
| Typography | Your marketing materials feature fonts. | Google’s Product Sans |
| Tone of voice | The communication style of your brand is crucial. | Apple’s straightforward and minimalistic tone |
All marketing materials and social media platforms should consistently use each of these elements. Your logo, for example, should be immediately recognizable, whether it’s on a billboard or a Twitter post. Your tone of voice should be consistent in your emails, blog posts, and even customer service interactions.
2. Content strategy
Your content serves as your brand’s voice. The way you communicate with your audience must be consistent and on-brand. A successful content strategy should prioritize the following areas:
| ✍️ Aspect | 🎯 Description | 🌐 Example |
|---|---|---|
| Content Types | Blogs, videos, podcasts, infographics, etc. | HubSpot’s diverse content offering |
| Topics | Choose subjects that align with your brand’s expertise and the interests of your audience. | Moz’s focus is on SEO and digital marketing. |
| Frequency | How often do you publish content? | Neil Patel’s daily blog posts |
| Channels | The distribution channels for your content are social media, your website, and email. | Starbucks’ multi-channel approach |
Short on time?
Focus on quality over quantity. It’s better to have fewer pieces of high-quality, on-brand content than a large volume of content that doesn’t align with your brand identity.
3. A social media presence
Your social media channels are an extension of your brand. This means that everything you post should be consistent with your brand identity and content strategy.
| 📱 Platform | 🎯 Best Use | 🌐 Brand Example |
|---|---|---|
| Visual storytelling and product displays | Glossier’s aesthetic feed | |
| Real-time updates, customer engagement | Wendy’s witty tweets | |
| Professional networking and B2B marketing | Microsoft’s thought leadership posts | |
| Community building and event promotion | Airbnb’s community stories |
Each platform has its own strengths, so tailor your content accordingly. On Instagram, focus on high-quality visuals that reflect your brand’s aesthetic. On LinkedIn, share industry insights and company news that establish your brand as a thought leader.
4. Engagement and Interaction
Brand consistency involves both posting and engaging with your audience. Your brand’s personality should come through in your interactions, whether you’re responding to comments on Instagram or handling customer inquiries on Twitter.
5. Monitoring and Analytics
You need to monitor and analyze your performance regularly to ensure that your marketing and social media efforts are on-brand and effective.
| 📊 Tool | 🎯 Purpose | 🌐 Example |
|---|---|---|
| Google Analytics | Track website traffic and user behavior. | Measure the success of your blog’s content. |
| Hootsuite | Manage and analyze social media campaigns. | Monitor brand mentions across platforms. |
| Brandwatch | Social listening and sentiment analysis. | Understand how people perceive your brand online. |
Regularly reviewing your analytics helps you identify what’s working and what’s not, allowing you to make adjustments to stay on-brand and optimize your efforts.
Why consistency matters
Consistency in branding is more than just a best practice; it’s a necessity for building trust and recognition. Inconsistent branding can confuse your audience and dilute your brand’s impact.
Let’s compare the effects of consistent vs. inconsistent branding:
| ⚖️ Aspect | ✅ Consistent Branding | ❌ Inconsistent branding |
|---|---|---|
| Recognition | Customers will immediately recognize your brand. | Customers may not recognize your brand, leading to lost opportunities. |
| Trust | Builds trust and reliability. | Customers lose trust when they perceive conflicting messages. |
| Loyalty | Encourages repeat business and referrals. | It confuses customers, making them less likely to return. |
| Professionalism | displays a polished, professional image. | It appears disorganized and amateurish. |
Think about it: Would you trust a brand that has a different logo, color scheme, and tone of voice every time you interact with them? Probably not.
My experience with on-brand marketing
In my experience, creating on-brand marketing requires a clear understanding of your brand’s identity and a commitment to consistency. Creating a brand style guide is one of the most effective strategies I’ve used. This document outlines everything from logo usage to tone of voice, ensuring that everyone involved in your marketing efforts is on the same page.
Content repurposing is another important strategy. Adapting your content for different platforms, you can maintain consistency while reaching a wider audience. Consider transforming a blog post into a sequence of social media posts or developing an infographic from a whitepaper.
Finally, don’t underestimate the power of social listening. By paying attention to how your audience talks about your brand, you can ensure that your marketing remains relevant and on-brand.
Conclusion
Creating on-brand marketing and social media strategies is essential for attracting more business. By focusing on brand identity, content strategy, social media presence, engagement, and monitoring, you can create a cohesive brand experience that resonates with your audience.
Remember, consistency is key.
A strong, consistent brand attracts customers and builds trust and loyalty over time. So, take the time to define your brand and ensure that every piece of content, every social media post, and every customer interaction aligns with that brand.
Ready to get started? Your brand is waiting to shine.
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