(Social media usage on the rise – Trinity News, 2020)
Branding in Social Media - A Recap of the Series
In this series we looked at how a brand can make their content instantly recognisable to the customer as belonging to their company without using a logo. To find out, we investigated imagery, text and core values on social media from big companies in:
We also looked at colour psychology and how it enables visual extension to work on social media where the audience are in a more casual space than a shop in:
What I've Learned
To be a strong brand that can post anything and still have its customers reminded of their presence in every post that will appear in their feed, it would have to carry out the actions we discussed in the posts. Here I’ve made a list of what I found most interesting in those actions, that you can take away from the series:
Thank you for reading my series!
(Conscious Exclusive, H&M, 2020)
After researching how to visually show a brand on social media through colour psychology, visual extension and tone of voice, this blog will explore brand culture and values on social media. H&M is a perfect example of this because they get their customers involved to help reach their sustainable fashion initiative.
(H&M, Twitter, 2016)
At the heart of H&M are environmental values and an eco-friendly approach towards clothing production. They strive to move the high street fashion industry into using materials from a sustainable source, using a method that doesn't hurt the environment long term like organic cotton farming.
(Garment Collecting, H&M, 2020)
Recycle at H&M
Their core values spring into action on social media through promotion of their free recycling service. "Recycle at H&M" is made available by a donation box in store that takes their customers unwanted clothing to be recycled. The campaign offers customers a €5 off coupon towards a purchase at H&M as a thank you for taking part. You can see why this would be appealing to the every day person so Twitter and Facebook seem like an appropriate platform to do it.
(Conscious Exclusive, 2020)
What does it do for H&M?
The campaign will explain to customers a tangible way that they are acting upon their values in the real world as an organisation. It shows the customer that they understand the very beginning of the journey can lead to the bigger change and a real impact. The great reach of social media would spread these values and lead to more donations which would help the company keep the service going and work towards reaching their ultimate goal. If the customer feels they're contributing through the help of H&M, they might stick to purchasing from the brand and use that coupon at a H&M outlet. This would be building brand loyalty through positive sentiment and shared values. Using the coupon could boost purchases in general or on conscious collection products.
(H&M Canada (@hmcanada) on Twitter, 2015)
A Simple Message
On the surface, the campaign seems to be a win-win. It's explained with basic language and simple graphics that I feel reflect the culture of the brand, in that it's striped down to one important message. I feel that they could use social media to make their customers stop and think about H&M and trust them to execute their dreams of sustainibility.
(The Drum, 2020)
Do you hear a friendly voice coming from a brand when you’re reading content?
Do you notice their tone or language?
After researching the psychology behind brand colours and how to visually show a brand, this blog will explore tone of voice and language in writing on social media, with a study of Innocent Drinks.
(Alf. Mizzi & Sons (Marketing) Group, 2020)
Innocent Drinks Approach
Have you noticed that Innocent smoothie adverts sound like a real person?
(Innocent Drinks, 2020)
Innocent's Tone of Voice
Innocent Smoothies translate their personality into a friendly, humourous tone of voice online which sounds like we are having a conversation with our friend or family member who is talking about the drink rather than a corporation. Their language follows what you would hear day to day in conversation rather than using tricky technical words or sales pitches, an idea that Innocent poke fun at with this Mona Lisa image. Humour is a big part of their personality and you can see it see here when they made fun of their target demographic who know about how Instagram is picked at for humour and about the phenomenon of Avacado toast and the confusion over why it's so popular that makes it made fun of also.
(Innocent Drinks, 2020)
Their choice of language is informal and conversational which shows them in a down to earth light, which is a unique offering on social media compared to the more serious toned messages that exist from other companies.
(Alf. Mizzi & Sons (Marketing) Group, 2020) (Innocent Drinks, 2020)
Innocent's Familiar Voice
We can hear a familiar voice when language is consistent all social platforms. Customer service specialist Paula at Harvest Media suggests,
Consistency on social media doesn’t have to mean “dry” — aim to keep your posts trustworthy and familiar. Your viewers should recognize your brand quickly each time they see your posts, and think to themselves, “This sounds like the same person talking to me each time.”
(Harvest Media, 2020)
Innocent have built a recognisable voice that is down to earth and trustworthy and we in turn feel confident purchasing from them. For a brand that prides itself on using only natural ingredients that are good for you in their products, I feel their very casual, friend to a friend, tone of voice could be a crucial way a buyer see’s them as transparent and can build trust them, that may have contributed to their success.
Colour Psychology and Brands on Social Media
Do you ever wonder what's going on behind the scenes when you see brand adverts in your feed?
What associations are being formed in my mind from the colours used?
My last blog focused on how to visually show a brand on social media content, whereas this will be delving into the use of colour psychology behind the content.
When you see your favourite brand on a social feed, you are presented with something that was constructed to provoke feelings, associations and a call-to-action that seeks to complete an objective.
Colour in Marketing
According to the study Impact of Color on Marketing, “People make up their minds within 90 seconds of their initial interactions with either people or products. About 62 to 90 percent of the assessment is based on colors alone."
(Nowicki, C. 2019)
The study found that a positive connection between colours that suit the brand’s personality and product
and a successful marketing campaign. While, making sure to avoid a colour choice solely based on stereotypical associations.
On social media, consider the message you are sending out. The tone of voice and context of the message will help determine the appropriate colour.
Everyone knows about colour psychology.
Do you remember reading what each colour means?
Or has your conscious brain forgotten?
Feelings and Associations with Colour
Colour association allows a brand to manipulate an offering so that it sparks the desired emotion from the consumer, so that they are drawn to a product or service.
Red is a popular colour to evoke youth and excitement which is a good fit for the audience of Netflix, Lego, Nintendo, Coca Cola and KFC, because they’re looking for stimulation and fun.
When buying Cadbury’s dark purple and gold Milk Tray box, the packaging would suggest qualities like wealth, uniqueness and fantasy. These associations would exist in the receiver which would make them feel more spoiled when they perceive it as high value. On Cadbury's social media, purple is prominent and gold font further associates their brand to luxury.
Do you think colour is more important today in order to compete in a market where everyone has or is a brand?
Branding in Social Media - Research #1 : How to Visualise Content to be Instantly Recognisable as a Brand on Social Media
How to Visualise Content to be Instantly Recognisable as a Brand on Social Media
When you scroll through your social media feed, do you see content that screams a brand that you’re following? How do we know it's them without seeing the logo? I’m going to research how to make visual content for a social media post that is instantly recognisable as a brand without using the brand's name or logo.
To do this, the idea is to communicate a specific style inside your visual elements consistently so that when the post appears in the feed, the viewer will automatically know who it is from.
Over time, your customers will see the consistency in posts and begin to recognize when a post is from you without seeing your brand’s logo or social media handle. This type of brand recognition is the ultimate goal for your social media branding efforts.
(Jenn Chen, 2020)
Use your branding on the visual elements of your content like photographs, graphics, videos, fonts, and colours to show the brand’s feel and style.
(Instagram: @ bemindfulstudio)
Apply your colour palette to all content for posting including when you're taking photographs and videos. The colour palette hues and tones should reflect the logo colour and feel of the brand. Colours can set a mood that should reflect in the photo’s environment. Filters can be a popular and quick method for making colour settings consistent over time.
( Instagram: @ lunarshoesonline )
A Photoshop template for graphic designs will help co-ordinate content and remind the viewer of a previous announcement which will recall the brand. Choose fonts that match the brand's personality by modern or decorative styles so that the text will have emotive connections to the company.
Visual extension could be important for Instagram where free posts can’t include links to a product or website. Consider that Instagram demands photographs to suit the platform’s aesthetic and this results in strategically planned photographs. The setting will be lavish and distracting, and a product that clearly indicates the age range, colours and style of the brand is featured.