Have you ever played the game where you try to guess a fast-food restaurant based only on its building? No logos, words or colors. You may be surprised at how many you can identify. This is the power of branding.
Organizations work hard to get people to recognize their brand with as little as just a logo, a color scheme or even a catchphrase. The more you are able to recall a company, the more successful a brand may become. Organizations aim for this level of recognition because staying top of mind increases the likelihood of earning consumer business.
Every organization has a branding guide to maintain consistency and build recognition. These guides usually include logo usage, primary and secondary fonts, and a defined color palette. As companies post on social media, maintaining brand consistency is essential.
For the past few months, I have been observing Caterpillar’s online presence. I have been reviewing press releases and exploring their Instagram, YouTube and LinkedIn pages. While each platform serves a different purpose, CAT still successfully incorporates their brand voice across all channels.
On Instagram and Facebook, Caterpillar posts similar content on both platforms. The content varies from reels and partnership promotions to general imagery. While the posts differ in content, each one consistently incorporates the black and yellow color scheme of the brand and encourages audience engagement.
YouTube, on the other hand, focuses more on promotion. Videos highlight partnerships, new products and upcoming challenges. Each post that includes typography uses the fonts associated with their brand. Again, the color scheme is an important aspect of the company and is incorporated through each video. Lastly, every video uses high-energy language, which not only matches the physical brand but also the missional brand of the company as well.
LinkedIn presents a more professional perspective. Many posts feature employee stories, highlighting qualities that are highly valued and encouraged by the brand, such as leadership, work ethic and problem-solving. The platform reflects the company’s voice by reinforcing key values such as innovation, efficiency and leadership.
As you have seen, the voice of your brand can get lost when you begin posting on social media or be strengthened through consistency. Clearly communicating who you are and what your organization represents contributes to increasing brand recognition outside of services and products. Consider your own organization’s presence and whether branding is consistent across all platforms. Ultimately, it depends on how strongly you want your brand voice to be heard.
