Understand your audience
Knowing and understanding your audience is key. If you don't know who you're talking to, then how can you create consistent messaging to properly market your product or service?
Ask yourself:
Who is my target audience (e.g. uni students aged 18 - 25 with an interest in improving their health)
What are their likes and dislikes
What are their needs and how can your product or service cater to those needs
Know your tone of voice
Once you have a clear understanding of your target audience, you need to create a tone of voice that will resonate with them. For example, if your brand is laid back and fun then this should be reflected through your content by having a more casual tone of voice. Your audience will find it jarring if your brand looks one way, but sounds another.
Create authentic content
As mentioned in one of my previous blogs, your audience will connect with authentic imagery far more than a random stock image. Think about the look and feel of your brand and portray this through your imagery.
For example, if your brand has a coastal vibe then create content that reflects this by using things such as:
Filters that have a coastal look
Imagery that reflects a coastal, beachy lifestyle
Linens and neutral tones
Don't be afraid to inject a bit of your personality into your content!
Stick to a similar colour palette
If you had your branding created by a graphic designer, hopefully you were given a style guide. This should outline all your brand colours, as well as their colour codes. To keep consistency, stick to the colours outlined in your style guide, or use similar tones / variations.
If you don't have a style guide to work off, think about what colours you like and what represents your brand. Then choose a few core colours that can be reused consistently.
Use similar fonts
Similarly to your colour palette, your brand typography should be outlined in your style guide. Try to stick to these fonts, or variations that are similar.
For example, if your brand is quite corporate and has a professional tone of voice, then a quirky decorative font may seem out of place. In saying that, it's alright to step out of the box every now and then (e.g. a decorative font on an invitation), just try to choose something that reflects your brand.
For day to day, put some rules in place to ensure your business uses similar fonts across the board to create a consistent look.
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