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How To Maintain Brand Consistency On Social Media

By Lauren @BubbleJobs

One of the most important things about any marketing strategy is to decide on a brand voice/identity and make sure that you stick with it.

This is even more important if you’re a big business, and need to keep your voice consistent across several channels, especially on social media.

The idea for this blog came about when I was trying to engage with Tesco’s Broadband Twitter account over the weekend, and found that there was no one managing the account out of normal working hours.

This was in stark contrast to the seven-day engagement policy of other Tesco accounts, most significantly the famous Tesco Mobile account.

After some more digging, I discovered that the brand voice was different across multiple Tesco Twitter accounts – confusing the customers who use lots of their services, like myself.

 

 

 

Put a Tesco Mobile tweet in front of a group of Twitter users familiar with the brand, and they’ll be able to name the brand almost immediately.

Do the same with a Tesco Offers tweet… not so much.

How To Maintain A Brand Voice

Something that should be integrated within a company’s marketing policy is “Brand DNA”, a set of ideals around how a company should come across through its tone of voice, visuals, customer engagement and all-round marketing efforts.

Marketing these days is largely focused on social media, so it’s vital to keep that voice consistent. Here I’ve listed some tips on how to maintain brand consistency on social media:

1) Decide On A Brand Voice

Obviously, before you set up your Twitter account, upload your first YouTube video or start asking people to like your Facebook page, it’s important to decide exactly how you want your brand to come across online.

Think about your audience, company principles and how your company is viewed. Choose a voice that speaks to your customers, not one that pushes them away.

For example, BHS wouldn’t try and sound “down with the kids” on their social media channels, as their customer demographic age is between 30 and 50. Keep it relevant!

2) Keep To Your Brand Message

While we all love a bit of reactive marketing (see: Oreo Superbowl), it’s important to stay on-brand and not just embark on real-time marketing for the sake of it.

So Gwyneth Paltrow and Chris Martin have split up, but has that really got anything to do with your water dispenser company?

It’s also important to make sure that your social commentary on your brand account doesn’t offend any of your customers by steering clear of political/legal issues. In other words: Think Before You Post.

3) Keep Tabs On Your Audience

It’s all well and good identifying your target demographic and changing your entire digital marketing strategy to please them, but things change.

A switch of direction for your brand, or a retirement of a product can cause your demographic and audience needs to change dramatically, so it’s vital to keep on top of these movements and apply them to your social strategy accordingly.

So there we go, some tips on how to maintain brand consistency and some examples of how not to do it!

What do you think about Tesco’s brand voice – should it be consistent or is it fine the way it is? Let me know in the comments below or on Twitter @BubbleJobs! 🙂

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