Last week, I had the opportunity of attending a webinar held by Co-Founder and CEO of FlashStock, Grant Munro. Now this post may seem like a lot of information to process, but stay with me, I promise you will be well on your way to becoming a branding and social media guru once you've finished reading.
To give you an overview, FlashStock provides customized on-demand visual content to brand-based clients and agencies and was founded on the premise that marketers need unique images of real people enjoying their products at a price and in quantities that make sense. You know the woman having the time of her life while she's brushing her teeth, or the guy who "found his beach" on a dreary day in the office? Yes, those are just a couple of their notable clients. The focus of this webinar, however, was how certain companies have established unique visual identities across all boards, including Social Media, and the steps to take in order to make sure your brand’s visual identity is aligned across all channels.
What is a brand’s visual identity? Through key components like color palette, logos, and typefaces, brands are able to portray a desired mood and tone, look and feel to consumers. Anything that helps consumers recognize your brand, is your visual identity. So why is it so important? The unique look and feel of your brand is what helps to differentiate you from your competitors. It’s what allows the consumer to recognize your product over someone else’s. Coca Cola is the perfect example. They've applied their signature red to all product, signage, web, and social, which makes it easily decipherable from all of it's competitors.
This brings us to our next point. A vital focus in branding is consistency across all channels, including one of the more challenging; Social Media. Munro graciously gave guidelines and tips on how to keep content aligned with the brand’s look and feel through 4 stages. But before we discuss the 4 stages, there’s one thing you should ALWAYS refer back to. When creating accounts for each platform, remember each one has it’s own DNA. It sounds strange, but it's true. Like we do here at Imagine Media, different content creating strategies for each platform are critical to connect with your consumer.
Facebook: For Personal Connection
Instagram: For Visual Inspiration
Twitter: For Real Time conversation
Snapchat: For Ephemeral and fun
Pinterest: To Discover
Think of it this way, each time you log into a specific platform, you are logging in for a certain reason. Whether it’s checking in with an old friend or family member, discovering new ideas for an upcoming party, or just having innocent fun; there’s always an underlying reason for logging in. So think logically and keep these points in mind when you read through these stages of brand aligned social media creation.
Native to Platform: Making sure your images and content fit with the specified platform is key.
2. Relevant to Audience: You know who you're trying to reach, so direct your posts to that demographic.
3. Differentiated from Competition: As my favorite childhood website, Fire Hot Quotes, used to say, "You were born an original, don't die a copy."
4. Aligned Visual Identity Across Channels: Remember the DNA for each platform!
If you found this helpful at all, fingers are crossed you did, then mark your calendars for another FREE webinar from Grant Munro June 2 on how to build a winning Instagram marketing strategy. Everyone loves free things! Take advantage, you'll be glad you did!
Story by: Margaret Cady