Design Consistency within Your Social Media Strategy

By Rob Johnson


For a designer, the word consistency does not always bring about a positive connotation. As Oscar Wilde once said, “Consistency is the last refuge of the unimaginative.” However, when it comes to marketing and your brand, consistency is a cornerstone. We all know design plays a major role in your company’s marketing strategy. Strong design and consistency of said design within your brand is pivotal in marketing your products and/or services. However, it seems many companies forget this when it comes to their social media strategy.

When marketing your particular brand, you are essentially trying to raise the brand’s visibility in the eyes of potential consumers or clients. In order to get these people to buy in, they have to have trust. Trust is gained by consistency of message, not only in voice, but here is the ever-increasing key: in consistency of the visual package. The world of online marketing is increasingly visual. It’s not a surprise that the fastest-growing social networks like Pinterest, Instagram, and Snapchat are all based on visual content. In a sea of visual social media it is more important than ever that you expand your brand and its design principles with visual social branding.

Visual social branding refers to what your social media content looks like—your profile picture, your cover photo, your social posts. The human brain is wired to read and understand images better and faster than words. A consistent package of colors, fonts, and imagery that reflects your current brand guidelines will immediately make existing customers and clients comfortable that the message is coming from a trusted place. Potential clients will be faster at recognizing, and will more easily associate, the message with your company and your company’s other non-social media initiatives.

Social media is an exceptional marketing tool when used in conjunction with your already-arrived-upon brand standards. Being as consistent with colors, fonts, and imagery on your social media pages and in your posts as you would, say, a printed brochure will ensure you are raising awareness and gaining that ever-important trust.