Brand identity refers to different characteristics such as a brands story, personality, communication style and visual identity like logo choice, color pallet, imagery and typography. These visual elements, among many others, are used to curate how a brand is perceived by the public. Therefore, a brands public perception has a direct link to its success on social media.
Brand Recognition
Having consistency with visual elements such as color choice, font, imagery and logo choice creates brand recognition. When people are scrolling on social media, they will start to associate these unique elements with a specific brand. The goal in brand recognition is for consumers to recognize a specific brand and its products from competitors, ideally, they should be able to recognize the brand on social media by visual cues alone.
Trust and Credibility
Consistency is key when creating trust and credibility with an audience. Having a unified brand presence on social media in terms of visuals, communication styles and brand personality signals professionalism to viewers. As opposed to scattered and random posts, the effort shown when creating consistent, professional and visually appealing posts that align with a brand’s identity heightens trust and credibility.
Engagement and Loyalty
Engagement and loyalty for a brand stem from familiarity. When customers and viewers feel confident in what they can expect from a brand, regarding social media presence and brand personality alike, they are more likely to engage with the brand. Also, when a brand stays consistent with its brand identity, customers are more likely to express loyalty because of past experiences and personal alignment with the brand.
Differentiates from Competitors
Having a strong and consistent brand identity is one of the most effective ways for a brand to stand out from its competitors. When posting on social media, a distinct visual identity will differentiate one brand from another. This is especially helpful for brands in saturated markets such as the trades industry.
Marketing Efficiency
A brands social media content creation process is streamlined when sticking to a defined brand identity. From the general aesthetics of a post like color pallet, typography and logo use to a brand’s personality and voice reduces time when creating posts. In addition to saving time, a strong brand identity helps with reducing inconsistency from post to post.
Overall, having a consistent brand identity is essential to using social media successfully. From building trust, credibility and loyalty through a consistent visual brand identity to standing out amongst industry competitors, curating a brand identity is crucial.
