When you think about the most notable brands of our time, who comes to mind? Perhaps you’re thinking of a swoosh, a bitten piece of fruit and a red aluminum can.

For decades, we’ve been enamored by brands like Nike, Apple and Coca Cola that capture the hearts (and wallets) of millions of consumers. The key? Each of these billion-dollar brands has created an identity that seamlessly infiltrates every aspect of its business. Yes, that includes social media!

When we discuss Social Media Brand Alignment, there are five primary objectives that should be non-negotiable when it comes to developing an effective strategy:

1. Clear Messaging Across Platforms: While you may be engaging with different customer segments through their respective social media channels, it is important that your messaging doesn’t disrupt your brand’s identity. Whether you’re in a suit on LinkedIn or a graphic tee on Instagram, the essence of who you are should remain the same.
2. Greater Visual Recognition: When I mentioned the red aluminum can, didn’t you immediately envision the white cursive letters wrapped around a perfectly chilled beverage container? From Warby Parker to T-Mobile, successful companies entice and retain their customers with an irresistible visual identity that distinguishes them from the competition.
3. Definitive Voice for Advocates and Leadership: All management and staff should be involved in promoting the company’s culture and business wins! I find that this humanizes brands and personalizes the opportunities for customers to engage with the people bringing them the product or service.
4. Brand Validation and Trust: Ultimately, customers want to have confidence in the brands they support, promote and recommend to their friends and family. Alignment in the voice and style of content on all of your platforms provides your audience with an honest and holistic view of who you are.
5. Stronger Messaging and Greater Reach: When your social media channels are aligned, they are no longer standalone initiatives. Instead, they enhance one another and build on each other’s momentum to provide more customers with clarity and a unified brand experience.