Brand Consistency and Trust

Guest post by Creative Director Mike Falkow

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Social media is here to stay. That isn’t even a point of debate anymore. Most businesses are already on social media platforms and have Facebook fan pages, Twitter accounts for customer support, YouTube channels and the list goes on.

However, a lot of what you see on these profiles looks like someone just threw together some random content and with a profile photo that had no thought put into it, there’s no background image or brand specific header on the account and they just assumed that because they “have a Facebook page” that they are now “on social media”.

The hard truth is that social media is a constant conversation. It’s not a campaign and “if I build it they will come” does not apply.

Social media requires constant attention and relevant, fresh content being posted consistently. But the most important element is engagement. Unless you are engaging with your audience, you’re not being heard. Literally.

And speaking of consistency, from a design standpoint your social profiles must follow your branding look and feel. Visual consistency is key. Consistency translates into reliability and trustworthiness. Even on a subliminal level. But it does translate.

Imagine going on to a website or Facebook page for a doctor’s office that you are interested in visiting. When you pull up the site it’s a mishmash of design and content – ugly, cluttered and overall, just cheap. You wouldn’t be very likely to trust that place with your healthcare, would you? I doubt it.

Branding is everything when it comes to the public’s first impression of you. Similarly (and even if you have a beautiful and well functioning website) if your social profiles have zero effort put in to maintain brand consistency, there is a negative mental impression that is made on the viewer. And that old adage – you never get a second chance to make a first impression – holds true online.

Your social profiles are an extension of your brand, and should LOOK like it.

Here’s an example of what we did for CHALK Preschool Online.

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And keep an eye on when the social platforms change their look.  Twitter just changed their header design in the past 10 days.  If you need help with creating consistent social media branding across all your channels give us a call at Meritus Media. 626 296 6218

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