If you’ve ever scrolled through your brand’s social feed and wondered, “Does this feel like us?”, you’re not alone. Most brands struggle with social media consistency.
It’s not because they haven’t given it thought or worked to create structure and strategies, but because social media moves fast. It’s changing constantly, with new apps and new trends arising all the time. Also, most companies have multiple team members creating social content, and getting everyone to speak in the same tone and style isn’t easy.
But, when you scroll through some brand feeds, they just feel extra cohesive. Their posts may vary depending on the day or platform, but they are always distinctive and clearly recognizable. The key to delivering this is consistency. But not the kind of consistency you might think. It’s not about posting every Tuesday and Thursday (although keeping to a schedule is helpful!). It’s not even about repeating the same message on every social channel or sticking to a content formula for your posts.
It’s about continuing to show up in a way that feels familiar and true to your brand, so people recognize you no matter where they find you. Achieving that kind of consistency comes down to your ability to be very intentional about honoring your brand’s voice, values and perspective across your social strategy.
Staying true to your voice
Every brand has a voice. It’s the tone and personality that helps define who you are. Social media offers an incredible opportunity to bring that voice to life in ways that feel authentic to every interaction. This includes your posts, comments and even what you “like.” It’s more than the words you choose, it’s the impression you make.
If your audience were to describe how your brand shows up on social as a person, what would they say? They might use terms like playful, insightful or maybe even a little sarcastic. Whatever it is, it should feel undeniably “you.”
To sharpen your brand’s voice on social media, start by reviewing your past posts and objectively assess what felt natural and connected the most with your audience. Learn from what’s worked, and adjust accordingly. Over time, you’ll gather a handful of defining ways to set your voice apart through social.
Your next big challenge will be to keep your voice unified across all social channels, while allowing it to flex in a way that’s right for the platform. Think of your brand’s voice on social media as a house, with each social channel representing a different room:
LinkedIn might be the polished room where you’re more thoughtful and professional.
TikTok is a fun, playful space where you can be more witty and casual.
Instagram is the place where you might feel free to get more creative.
Even though the mood changes from room to room, your brand voice carries throughout the whole house. That steady voice is what makes your brand feel cohesive, no matter the social media platform.
Living your values
Your values are the shared beliefs and behaviors that fuel your people and culture. While these values are set at the brand level, social media provides a powerful platform to showcase them in action. On social, people can connect with your values on a much deeper level in ways that signal whether your brand is one they want to engage with.
That’s why brands must be very intentional about when and how they speak out on global, social or political issues. When the executive team believes deeply and completely in the company values and upholds them across every action and interaction, these kinds of potentially tricky communications become much easier to navigate. Freed from potential misalignment between company values and actions, your social team should feel empowered to bring your values to life. They can highlight the topics and points of view that matter most to the brand and champion executive posts that advance the things the company stands for and believes in. The result is content that feels authentic and consistent, showing how living your values and sharing them thoughtfully on social can build trust while creating a loyal following.
Expressing your perspective
Every brand has a chance to convey a clear, personal take. That’s their perspective. When it comes to social media, this perspective is the lens through which you interpret trends, challenges and conversations. Think of it as a uniting factor, or throughline, across all of your content that gives it a shared purpose.
To express your perspective on social, start with your brand mission. What is the bigger story of your brand and what impact do you want to make on your customers? Just as importantly, consider how your brand can connect with your customers on social media in meaningful ways. You may ask questions like: What challenges are they facing right now, and how can our brand make their lives easier, more enjoyable or more relatable?
If you look at a trend like “Propaganda we’re not falling for” for example, Lululemon’s take on it would look very different from Nike’s. They’re both considered activewear brands, but their audiences care about different things and their brands stand for distinct ideas and promises. That difference in perspective serves as the lens through which they show up on social.
When your brand presents itself on social with a clear voice, strong values and a distinct perspective, it builds trust. People connect with brands that feel relatable and consistent. To a customer, it says, “I know who you are and I know what to expect from you.” That trust is what keeps people coming back, engaging with your brand, sharing your content and ultimately becoming more connected to your business.
Learn more about how businesses can show up with brand impact on social media: Reach out to us at info@cxocommunication.com today.
