Yes, a lot has changed in internet marketing in the past few years with the emergence of social media, mobile devices, etc., but one thing that hasn’t changed is the need to build a strong brand identity and voice.
It’s not easy, and the thing is, with all these new channels available, each with their own distinct communities, you need to be able to connect with each in the fashion they prefer while still maintaining your brand identity. So, how do you do that?
Well, when it comes to visual content, there are a few things you can do, and being that we’ve been an SEO company in NY and NJ that offers the full package of social media marketing services for a while now, we thought we’d pass along some of the tricks we’ve learned along the way.
Stay consistent across all channels.
If you’ve already managed to establish your brand voice and just need to raise it, then stick with your established tone and, of course, weave your logo, slogan, brand colors, etc., into your visual content marketing plan as well.
But if, on the other hand, you haven’t yet found your brand voice, you need to, and determining the best tone has a lot to do with your target audience. You need to decide if you’d better connect with them with a more serious tone or perhaps one that’s a little more light and playful.
And if you do something like create custom title images for your blog posts, for example, do it for every single post to create a some level of consistency, no matter what the actual posts are about nor how related they all are.
You also need to find the right posting frequency and stay consistent with that. It’s not that you have to post at the same time on every channel. In fact, you’re better off finding the best times for each individual community you’re trying to reach.
But once you determine the best times to post, stick to the schedule. So much of brand building comes down to earning your target audience’s trust no matter where they are, and if they come to learn that they can rely on you and expect certain kinds of visual content at certain times, they’ll appreciate it, and they’ll remember you.
Be original and personal.
Another big part of establishing and strengthening your brand identity has to do with the measures you take to humanize your brand for your target audience. Nowadays, people want to know who, exactly, they’re thinking of starting a relationship with.
So, refrain from using stock images and video as much as possible. Instead, use original, high-quality visual content, whether you create it via video production, use original photos, etc. At the moment, huge, top-quality images are in.
And you should also try to use your visual content to show off the people behind your brand, your workplace or work site, a recent project, etc., because trust us as NY and NJ SEO experts, how you humanize your brand through your visual content will factor heavily into how your target audience perceives you.
If they see authentic, behind-the-scenes visual content of your workplace and employees, they’ll assume that company culture is important to you. If they see a lot of gorgeous images which you took the time to put inspirational quotes or excerpts on, they’ll assume your brand strives to inspire. You get the idea.
The bottom line: Everything must align.
Make no mistake, every single visual element of your website design or associated with your brand contributes to the brand identity you’re trying to form, whether it’s the colors on your homepage, the size or style of the text they read, etc.
And just as a good logo should embody the company’s culture, values, and/or mission, all the visual content you create should connect with your brand identity and central mission or message.
About Us: Climb The Search, a leading SEO company in NJ / NY, offers the total package of search marketing services, including search engine optimization, inbound marketing, and search engine advertising. At CTS, we help businesses grow, every day.