Ask social media managers about “brand standards” and you might elicit some uncomfortable expressions. Brand standards, created to ensure uniformity with brand messaging and imagery, can sometimes feel like restrictions for creative social development.
“Do I really need to include all these brand logos and elements in every social message?”
The answer (most often) is yes, but don’t let this dampen your spirits. Maintaining a consistent brand identity is vital for long-term business growth, and you can still flex your creative social muscle within brand guidelines. Here are some tips that can help you stretch your brand’s identity to its creative peaks:
Expand on the brand’s story
Remember that the brand’s identity is more than just logos and images. The brand’s narrative must weave throughout any social campaigns, with each message calling back to a larger initiative or point-of-view. Focus less on the message-specific requirements and more on the overarching story.
Creative strategist Todd Metrokin argues that companies don’t own their brand stories, but add to them. Marketers are valuable assets in expanding that story without jeopardizing the brand’s identity with its customers.
