Build Your Brand through Social Media Consistency

This is a guest post by Eduard Ezeanu who provides communication coaching and helps people put their best foot forward in communication, both online and offline.

I believe that one of the best things you can do though social media is build your brand. This means creating a unique, memorable and convincing image of yourself in the eyes and minds of others.

When you as an individual have the characteristics of a brand, you can leverage this to influence things on a large scale and better generate the impact you want. Of all the traits which create a brand, consistency is the one that I appreciate the most.

Why Consistency Is King

The ordinary person surfing on the Internet is bombarded with a tone of information. The majority of it, they will forget in a couple of minutes. It is a real challenge in this information overloaded environment to make yourself remembered. This is where consistency comes in.

What consistency basically means in personal branding is that the information you send reinforces the same key messages about yourself.

The result is that the more a person gets exposed to information from you or about you, the more probable it is for that person to associate you with a few key traits suggested by that information. Consistency helps you be memorable and thus it helps you to be a brand.

There are various ways to insure consistency in your communication, offline and online. Social media has its own distinctive traits, which make certain strategies work best in achieving consistency. The following are what I consider some of the most effective strategies to build your brand through social media consistency.

Repeat the Same Core Messages

One of the most important laws of memory in psychology is ‘The Law of Repetition’. According to this law, the more a message is repeated, the better it remembered. In addition, the message is even better remembered if it is repeated in the exact same form.

You can use this law to build your brand in social media. The most effective strategy to do this that I know is to create a few core messages about you and copy them in multiple social media sites you use.

These messages can be about what you are, what you do, how you do it, why you do it etc. Whatever their content, it is critical for them to be short, simple and suggestive, as these three traits increase their chances of being remembered.

Here is my personal example of applying this strategy. I use two core messages about me and my work:

1) “I’m a communication coach” – the message about what I am professionally.
2) “I teach people how to put their best foot forward in communication and get top notch results” – the message about what I do.

All my profiles on social media sites like Facebook, Twitter and LinkedIn repeat these exact two messages, in the exact same form. You can also find them on the ‘About’ page of my blog, and in the bio I use with every article I write for other blogs.

If one reads about me on a few blogs and social media sites, because these two messages get reinforced by repetition, it’s easy for them to remember these messages. Apply the same strategy and you can position yourself in the minds of your audience with the crucial messages you want.

Use the Same Photo

The law of repetition can also be applied in your visual communication using social media. It is more probable for you to be remembered if you use the same photo of you in all your social media presence. Furthermore, if you decide to change your photo (which shouldn’t be very often) change it everywhere.

In order to successfully apply this strategy, you will need a photo of you which has a clean professional look, makes it easy to distinguish your features and has a human touch at the same time. One good photo based on these conditions is all you’ll need for a couple of years.

Focus On Your Topic

Often, people will remember very little of what you say using social media. However, they may remember the topics you tend to talk about the most or the particular subject area you’re in, provided that you focus on one.

This is why an effective online branding strategy is to write and talk about things which are on your topic and reinforce your image as an expert on that topic. You don’t need to do this exclusively, but you do need to do it with more than 80% of your content to see results.

If, for example, you aim to brand yourself as a career coach, then you want to write career articles, share good career articles you’ve read, give career advice, tweet career quotes, talk about your career coaching activities and promote career events. This way, you will be recognized as someone who is in the field of career development.

If on the other hand, most of your social media content is represented by jokes with no relation to a particular topic, you might be remembered as “that person with the funny jokes, although I have no ideas what they do for a living”.

Use the Same Communication Style Everywhere

It used to be believed that you need to adapt your style of communication to the specific environment you’re in. In personal branding, this no longer applies. You want to adapt your audience to your style, rather than your style to your audience.

It is very important in using social media to maintain the same style of writing and talking across the board, on all social media sites. If you write in a direct, to the point style, do so everywhere. If you talk in a humorous style, do so everywhere.

As people come in contact with your content and your style in social media more and more, you can even reach a point where they can recognize you as the author of a piece of content strictly though the style, before they look at the author’s name. Consistency in style can be that powerful.

Fundamentally, consistency in using social media is the byproduct of a strong focus and a lot of authenticity. Combining these two qualities, you can create an image about yourself which is unique and memorable. From there, all sorts of great things can happen.

Your Message

Do you use a consistent message throughout your social media platforms? Please share your message below in the comments as an example to others looking to create theirs!

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  1. says

    Hi Eduard,
    We use the “Coca Cola” method on the internet. (Repeat, repeat, repeat) We write all the time strong and interesting articles about hotel, car rental, shopping, beaches, restaurants, bars, nightclubs, tourist attractions, cities, museums, etc. in our working area, along with perfect SEO and links. We are on the first or second place with over 3000 keywords in the SERP. Automatist recognize people our company name as something “good and friendly which they know about from before” when they are going to buy or rent a property in our area. You are totally right in your article.

  2. says

    Thanks for your guidance, Eduard. I think my brand is relatively consistent across social media. You asked us to provide examples of our brand.

    I am a professional networker and a former Assistant Professor of Social Psychology. I make friends for a living. I specialize in winning friends and influencing people online and offline. My blog is about Social Media Relationships. My tag line is “Turning Friends and Followers into Real Relationships.”
    Buddy Hodges just posted Relationships and Extended Family at Christmas

    • says

      That is nice Buddy, the tag line resonates really well in my head, it’s catchy. Personally, I’d consider simplifying it even more by using only one word instead of “friends and followers”. The message might not be as rich, but it would be more memorable.

  3. says

    Very well said, and welcome to the blog here Eduard. :)

    Currently my social scene is my own blog, blog commenting and twitter, and yes I am same same all the way through and plan to continue with same.

    Use the Same Photo or image is something I stress most to folks.

    I don’t actually use a photo of me, but the same avatar/logo. I am known all over the net for it. I try to explain this to people that keep telling me to switch to an actual photo.
    Dennis Edell just posted Link Roundups – How Many Links is Too Many Links

  4. says

    Hi Eduard,

    Excellent tips to have a solid consistency.

    I’ve changed my default avatar after long time and I’m in that process of update it in all my social platforms – I know I must have coherence in that pic.

    Repeating the same core messages is so true and I need a more coherent one – homework for me 😉

    Happy Holidays Eduard and Kristi!


    Gera just posted Guest Post on BizChickBlogs – Best of the Week in Blogging- Social Media- Food- Facebook and Internet Tools

  5. says

    The best sites I follow for my niche do this very well. They are consistent in the sense that they always leave readers with something of value to take away from their posts. Definitely a key to keeping a steady stream of readers coming back for more. Good post, Eduard.

  6. says

    Hi Eduard,

    I’m kind of a new blogger, but an old man. You should bring me to a wedding…something old, something new…oh well. Your post encourages me, since I have strived throughout to brand myself consistently, although I’m certainly not in a technical niche. My blog is consistently fiction or anecdotes, which I hope reveal something of myself, and give the reader something to take away. Being kind of a careful shopper myself, I understand it takes a while before people will trust you enough to pull out their credit card. I think that in corporate America, large business startups are not expected to break even until five years has passed. So patience is something that has to be present in the branding process. Thanks for the great post!

    Lou Barba
    Lou Barba just posted PAR FOR THE COURSE72 plus 20-000-000

    • says

      Hey Lou,

      I think patience is very important in personal branding and it goes well with progress. If you’re not making progress (one way or another), that’s sometimes a sign that your patience is misplaced and you need to stop having patience and start changing tactics.

  7. says

    Hi Eduard,

    I agree that social media are one of the best tools to create and develop your personal brand, as you said people are bombarded with huge amount of information from all sides every day.

    Strong personal brand is something why will people follow your voice and stick with your opinion.

  8. says

    Hi Eduard

    You have touched a very significant and often forgotten aspect of personal branding via social media. Having separate social media profiles(blogs and twitter accounts) for each brand you have is also another key tip. This method prevents brands dilution and improves consistency.

  9. says

    Thanks a lot, Eduard! I agree with most points. I also think that repetition of the same phrases and images plays a vital role in any marketing. The best example here is probably the Coca Cola logo – a red bottle. But this company needed about a hundred years to become so popular :)

  10. says

    I agree with consistency. It really helps build your brand. And with consistency, you should really have that same picture, same logo and everything else. I have read somewhere that people should see your ads 7 times before it can really stick to their minds. So make it consistent and try to appear everywhere if possible.

  11. says

    Very well said. I think it is important to be consistent in order to reinforce those that resonate with your message and style. That still leaves plenty of room for variation – in the same way people vary in the real world. A consistency keeps the interest but within that consistency a variation of specifics can also be helpful.
    John Hunter just posted Are Municiple Bonds Safe

  12. says

    Hello Eduard,
    I have heard of the importance of keeping the same image, same photo everywhere and I try to stick to it as much as possible.
    I do have one question for you. I work in two completely different niches. Should I maintain one “image” in both of them, the same Twitter image for both user names, etc?
    Thanks for reminding me of importance of this.
    Brankica just posted Wanna blog better Top 5 blogs to learn from

  13. says

    When I work with clients one of the first things we decide on is their communication style, and graphics so that they can portray a consistent message. Rebranding takes forever and trust is build around one name so constantly changing really hurts their business. I think it’s also very important to have a mission statement for any blog or business because it drives every action afterwards. Not sure many bloggers build a mission statement.
    Ryan just posted Has Google Visited my Blog