Maintaining brand consistency
Online content marketing can help companies strengthen their brand image. Just as in traditional and print marketing and advertising, successful company recognition relies on consistent branding. A company has a personality with distinctive traits, and these characteristics should be recognizable on business websites, blogs and social media profiles. Here are three tips to maintain brand consistency:
1. Use one main image and tagline. A brand should a have a distinctive logo that appears in company content online. In the B2B world, it's a good idea to incorporate the company name into the logo and use it as the profile picture on Twitter, LinkedIn and Facebook accounts. In addition, the company tagline or slogan should appear in profile bios and blog descriptions.
2. Link profiles. One way to create consistency is to set up simultaneous posting on multiple social media profiles. However, marketers should be cautious and remember that Twitter audience demands differ from LinkedIn ones. It's also a good idea to link social media profiles to company websites.
3. Be reliable. Companies should be consistent in putting out engaging, rich content frequently. While this seems counterintuitive, systematically sharing a mix of articles, images, graphs and contests satiates reader demand for variety.