Maintaining branding with employees- online

May 18th, 2010 by | No Comments

image from joshgard

Let’s think for a minute that you are a small business owner that had an employee start various social media accounts. At the time, your marketing department just wasn’t up to the task.

Now, things are different.

You see that there are branding differences between email blasts, mass mailers and your social media presence. You want to make sure that people are experiencing your brand the way you intend.

How do you take control?

The answer:  One step at a time.

Let’s walk through some things you can do:

1. List all the ways people/employees/volunteers are representing you online. Are they representing you on Twitter, Facebook or Flickr? Make a list of all the accounts that are out there. Not sure? Ask your employees and Google your organization and brand.

2. Take a peek at your style guide (if you don’t have one, you might want to think about making one to have consistent branding).  What can you take to these sites? Some social media sites don’t allow you to alter the backgrounds (Facebook), but others will (Twitter). If you can’t alter backgrounds and fonts, think about your logo, images, messaging and even your content.

3. Twitter backgrounds- do you have colors that have been chosen to represent your organization? Let’s take off the unfocused image. Instead, think about putting up your organization’s logo with your brand’s colors. You want your organization to be represented, let the first thing people see is the image you want them to associate with your brand.

4. Blogs- Do you have a font that matches the style guide recommendations?  By having the colors and the fonts match your sites, it creates a cohesion among your online presence. You want to give viewers the feel of your presence, even if it’s a 3rd party hosting. There are many sites that allow you to change the background colors. For instance, if you are having an event and need to sell tickets, EventBrite will let you add your own colors to the background.

5. Facebook- Are images of people or products blurry or low quality? Take some time to make sure that the images that are being posted on your social networking sites are high quality and represent your brand. Would you put that image on a mailer? If not, get a better image.

6. Messaging- Think about what messages should and shouldn’t be public facing. Check and make sure there aren’t grammatical or spelling errors throughout your YouTube channel’s description. These details show people that you pay attention to your brand. Messaging is also displayed visually. When people see your logo or pictures, what does that tell them about your brand? Do they see what you want them to see?

Take some time to match your social media presence with your organization’s brand. This displays professionalism and that you care about what people see. You wouldn’t want to put up post-it note fliers right? Then don’t put up images that don’t fit with your brand. Take these platforms seriously, and people will too.

What are you doing to ensure that your brand is represented accurately online?

Kristina is based in the Twin Cities and eats and breathes social media. Her love for technology’s influence on culture can be found here.

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