Nowadays social media is a growing concept and it is also much more interesting for your brand to promote yourself on different social media. A high-quality social media account can help to expand your brand and build new customer relationships. A good social media account shows your customers at just one glance what you have to offer, what they can expect and it will represent a new way of interaction that can create a great customer value. What I have learned while working as an editor on various video on demand streamingplatforms, is that it is very important to stay consistent with your design while posting your content on different channels. So what are principles to take into account?
Four kinds of consistency
Incorrect use of corporate identity and different use of fonts, different colors and generally inconsistencies on each platform often cause confusion. There are four types of consistency: visual, functional, internal and external. I will briefly explain them to you
Visual consistency is consistency in the learnability of the product. Fonts, sizes, Call-to-action buttons and colors must be consistent to maintain visual consistency.
Functional consistency increases the predictability of the product. This means that users and your customers feel safe with your brand, you are coming across as reliable and also make your brand logical and clear.
Internal consistency is the combination of the visual and the functional consistency. This should ensure that you increase the usability and learnability of your brand. Even when you post new features / movies / images / news on your social media, users should still have the same look and feel, and still know where they stand.
External consistency works when there is design consistency for multiple products / services / posts. As a result, knowledge is reused and can generate great customer value. This gives it better usability and more satisfied users.
It is also important that you promote your products and / or services through different channels. Every customer comes into contact with your brand in different ways every day, and this is not always through the same channel. These points of interaction are also called touch points. Repetition is very important for remembering a brand, and can therefore also be used as a marketing strategy.
In your design it is therefore also important that repetition is properly reflected on every channel. You can do this by keeping a few things consistent, for example by means of a corporate design.
A corporate design is characteristic of your brand. The customer will therefore also recognize your brand from this. A corporate identity is not only a logo and a company name, but also shows what you stand for as a brand. It is therefore essential for your identity and appearance. With a correct corporate design you come across as professional, representative and reliable. Your corporate identity is often the first impression with the customer, so pay attention to that.
With a corporate design you can think of your logo, for example. A good quality logo includes a wordbase which clearly indicates the name of the company. This word must be clearly legible or useful. There is also a imagebase, which, for example with an icon or an image, lends meaning and character to your brand. Finally, it is important to include your slogan in your logo. A good logo is recognizable, both with and without text. This will also immediately bring a certain feeling to the target group.
In addition to a logo, it is also important to think about your font, colors, use of space and size. Typography is especially important. The wrong font choice can make your brand feel cheap or unprofessional, while the right font can make you appear reliable and professional right away. Do good research into which font has which look and feel.
All in all, it is important that your brand has a clear corporate identity that gives value to the mission and vision of your work. Do good research on fonts, colors, sizes and slogans. Do good research into the look and feel that your brand wants to radiate, and find the right colors and create a corporate identity. Use this for all social media posts. For example, use a consistent call-to-action button that is the same on every post, and have your logo featured often. Create the same post in the same style, but adapted to the different channels where you share your content and designs.