https://www.spincreativegroup.com/how-social-media-can-impact-an-entire-brandBranding encompasses everything your customers learn to identify with you—from your name and logo to your
and tone to the art style and color scheme you use. These things speak to who you are and what your brand represents. Over time, consumers will grow to know your brand more intimately. This is why it’s absolutely crucial to maintain it.
Companies that go “off brand”—or act in a way that’s not consistent with their branding efforts—not only confused customers but can cheapen their
brand value
and work directly against everything the brand has built thus far.
What does it mean to go “off brand?”
In simple terms, going off brand means sharing or promoting messages that conflict with the ideals, values and purpose your company tries to maintain on a day-to-day basis. Most companies have brand guidelines that influence the tone, voice, style and overall messaging used for any product announcements, marketing efforts or customer communications. Going off brand might deviate from these guidelines.
One easy example of this is deviating from your brand colors. If your company’s color scheme is focused around pastel pink and white, but suddenly your marketing collateral includes neon orange or green, the new marketing pieces will clash with or stand out from the norm. While this can be done purposefully, it’s usually best to stick to the prescribed guidelines to create a cohesive appearance that your customers know and love.
The same goes for things like voice or even products and services. If your company is normally professional and precise but your social media posts rapidly change to casual and sarcastic, that’s going off brand.
It’s also important to note that
rebranding
and going off brand are different things. Rebranding is your company’s conscious effort to reshape the perception of the company. This is usually accompanied by an announcement or message explaining the rebrand. Going off brand is usually random and jarring, with no notice or purpose.
Why staying on brand is essential
There are many reasons why brands should always aim to stay true to their branding efforts. While a single offense might just seem like a one-time failure, it could have much more catastrophic effects.
• Cause confusion:
When a loyal consumer sees an off-brand post from your company, their first reaction might be confusion. The message might throw them for a loop and make them question whether your brand is the right one for them.
• Lose consumer trust:
Customers like reliable brands because they feel like they know them, and vice versa. When your messaging slips off brand, customers can lose trust in your business. This can severely damage the reputation of a company and cost you sales and audience members. Remember,
social media impacts an entire brand. Therefore, being careful on all social media platforms can help you build long term healthy relations with your clients.
• Reduce brand awareness:
At the end of the day, customers recognize and remember brands that are the most consistent. If your company’s voice and messaging is all over the place, your chances of being recognized by a simple logo or color scheme are far reduced. Staying on brand makes you memorable and improves brand awareness, impacting your sales and reach.
A single deviation from your brand is unlikely to cause major disruption, but go off brand too often, and you’re risking your company’s integrity, reputation and value!
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
