5 platforms that should always reflect your brand identity
There, you have it—after long endless months of “sweat equity,” your website is finally up and running (or finished with a serious makeover). Maybe your social media pages are brand new or are in desperate need of resuscitation.
The whistle blows, the campaign begins. You start posting content everywhere without considering one critical thing….
Brand Consistency across all digital platforms.
Your brand is essentially what makes you [your business] quintessentially YOU. It is your reputation—what precedes you, what people know you for—in two sentences or less—without even knowing why.
Bottom line: There is no brand without consistency. It must be universal across every online—and offline—marketing channel.
Eerrrp! Hit the brakes! Let’s revisit what I just mentioned a second ago..
Your brand is your reputation—what precedes you, what people know you for—in two sentences or less—without even knowing why.
Okay, let’s discuss.
First, if you’re having a brand identity crisis, check out my previous article, “3 Ways to End Your Brand’s Identity Crisis.” That’s a great starter on what I’m about to say next.
Another word for your brand in 2 sentences or less is also called a slogan. Your slogan is a short, catchy, easy to remember phrase that people will recall easily.
Popular, “duh” examples:
Ba-da-da-da-daaaahhhh…I’m lovin’ it! (McDonald’s)
Have it your way (Burger King)
Save money, live better (Walmart)
Obey Your Thirst (Sprite)
Don’t Leave Home Without It (AMEX)
The quicker, picker-upper (Bounty paper towels)
When E.F. Hutton talks, people listen (E.F. Hutton)
Some not-so-“duh” examples:
Higher Standards (Bank of America)
Think Different (Apple Computers)
The power of all of us (eBay.com)
Practical help for hungry writers (make a living writing.com)
We Know Money (AIG)
Making your brand shine online (my slogan at thewritingpreneur.com)
As you can see from the above list, slogans can run the gamut from functional to esoteric. Which type you use depends on your product and the kind of business you’re in. For example, I’m in the writing business. My product is a service, so I have found it most effective to use my slogan to get to the point and tell prospects what I can do for them. Physical products like food, soda or computers can have a more esoteric, philosophy-based ideal to offer potential customers. (It’s not just a product, it’s an experience…)
Ultimately, an effective slogan should tell readers, prospects—and everyone else—one of three things:
- What your purpose for existing is (what service you provide)
- What ideal you represent
- How buying from them can change your life
…In other words, a slogan should tell you what needs of yours that company can meet, what they have to offer—be it happiness, comfort, satisfaction or more tangible results like faster service, pain relief, or making more money.
Now that we’ve “pow-wowed” about WHAT should be consistent across all marketing platforms, let’s break down the platforms themselves.
Here are the five platforms where your brand identity should be consistent:
1. Social Media.
72% of all internet users were active on social media in 2014. 18-29 year olds have an 89% usage. In the 65-plus bracket, 43% are using social media. 71% of users access social media from a mobile device.
(See for yourself… *infographic courtesy of JeffBullas.com)
The numbers show that social media is fast becoming the #1 media platform and isn’t going anywhere anytime soon. That means it’s very important that your brand is present across all social media platforms.
Consistency is Key
Whether your company has Twitter, Facebook, Instagram, Pinterest, Google +, You Tube or any other social media pages, each should reflect your brand and its slogan. In other words, it should be recognizable as your brand no matter what the platform is.
For example, your Twitter page should have your brand slogan, your brand’s color scheme, your logo (if you have one), or your brand image/photo. These elements need to be recognizable wherever you are so people associate it with you (your company).
Note: Hmmm. Color branding—good topic. Let’s talk about color schemes for your brand another time, shall we? Let’s chat up brand images, too…
If you’re going to compete in today’s digital marketplace, you better have a blog. As I explain in my Why does my company need a blog article, blogs serve several functions. Blogs draw traffic to your site and “soft sells” to potential customers or clients.
Need a blog writer to create consistent, brand-specific content? For a free consultation or to enlist my services Contact me today.
2. Traditional media.
(television, print advertisements...)
Ahh. The old-school. Yes, the dinosaurs of media are still around and in some respects, always will be. But the internet and social media has forever changed the game and holds home court advantage with its direct contact with audiences. When it comes to your brand, however, the main thing is still the main thing. Your brand personality, ideology, slogan, color, logo should be evident in print—that means magazines, commercials, radio ads, newspapers, brochures, business cards, catalogs, and any other form of printed marketing copy.
3. White Papers.
Some businesses need white papers more than others. In case you may not know, a white paper is more or less a salesletter for Business to Business (B2B) clients or customers. Selling and marketing your product/services to businesses requires more substance and less flash than selling directly to customers. Your white paper (especially a backgrounder whitepaper) needs your brand’s personal touch when it comes to effective selling. I would only add here that your brand should approach a white paper from an angle of functionality, i.e. what you can do for the client.
Need to learn more about white papers? Or do you need a white paper written? Visit my Contact page and set up a free consultation today!
4. Website pages.
This may seem ridiculously obvious, but your website must reflect your brand. When your website pulls up on someone’s screen, the visitor should get an immediate snapshot who you are, what you’re about, and what your brand offers to them.
Of course you’ll get a chance to wow them in your “about us” page, and you’ll blow them away in your other pages, too, but studies show (as well as personal experience does) that those first few seconds can make or break a possible opt-in. People are either intrigued to keep reading or turned off and click the close button. We know which one you prefer, as do we all. So make your website a place where readers can easily understand why they should opt-in.
As discussed, your brand color plays a nice role. We’ll dive deeper in a future article, but color sends a message. Green is soothing. Orange is invigorating. Brown is “down –to- earthy” (not a word, but you get it). Color matters and it speaks (albeit subconsciously) to your visitors, potential clients and potential customers. Your logo on your website header lets visitors know it’s you and finally, what I (the brand copywriter) consider to be most important, your slogan/tagline. Your slogan/tagline sums up what you’re about in a very catchy, brief and hopefully memorable way.
*photo courtesy of talkincblog.com
Need your website pages written with your brand in mind? Contact me today to see how I can put the YOU back into your copy.