When it comes to branding, consistency is of prime importance, even in social media. Or, perhaps, especially in social media, because that media is of increasing importance today to promoting your company and your products—or, your brand.
Your consumer will spot inconsistencies in your branding, and may lose trust in you and your business because of them. Companies like Coca-Cola have stood the test of time because they have a clear and concise message, look, and feel. You know Coca-Cola when you see it, and that’s how you want your company to be, as well.
Consistency can be a difficult task with so many online advertising channels. Social media has grown immensely and is a great vehicle for you to use to interact with your customers. This is where consistency comes into play—you probably already have a website or a brick and mortar building. Why not transfer that same look to social media?
I had the opportunity to design Digital Marketing Direction’s social media graphics. Consistency played an important role in this project as well.
As you probably already know, this is what the company’s website looks like.
Going from this design, I brought the same look and feel to all of DMD’s social media avenues. It’s essential to express the main points in each platform. Here I took DMD’s picture and its tagline, and then incorporated the same color theme into each social media site.
From top to bottom: DMD on Facebook, Twitter, Google+.
You can always add or remove certain graphics to build from a basic design or just to mix things up a little bit, like the email header below. In situations like this, where the email header’s height is much smaller than something like a Facebook cover page, it’s aesthetically hard to get all of the same graphics to work together. Instead, I took the tagline and logo, then incorporated them onto a modern-looking tag to give the two more dimension and punch, all the while using the same color theme.
These are just a few graphic design tips that can help build your brand throughout social media. It takes time to build a brand with a consistent look that customers with recognize; the key is to start building it correctly from the get-go. The time spent in creating a consistent brand throughout social media will be worth it in the end.
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Posted by Justin Piontek
Justin Piontek owns Justin Piontek Graphic Design, based in Madison, Wis., and is a professional mountain biker. He started designing professionally for casinos and has since developed a versatile portfolio including nonprofit and retail clients, among others.