Social media thrives on visual stories. And as you get busy creating photos and videos to show your business to the world, consider how the elements of your overall graphic design can give coherence to all your social storytelling.
Your graphic design aesthetic is an extension of the personality of your business. It conveys not just a theme, but an attitude and a sense of the values that your business represents. Customers relate to the feeling your business conveys. And that feeling is the first level of connection you have with them. It’s the first opportunity you have for creating brand loyalty. But it should also be part of every conversation going forward.
Look at all of your branding: logo, website, blog, business cards, etc. Is there a disconnect anywhere? Does your business card match your website? Are the colors, the font, and the graphics aligned with the impression you want to make? Are you a plumber whose design style introduces you as “I’m Mr. Suit from XYZ Investing. Might I interest you in a mutual fund”? When your business was new you wanted to convey professionalism to potential customers so you chose a style to reflect that. But since then your story developed into the friendly local plumber with the awesome sense of (toilet) humor. It’s time to use the magic of great design to show the true personality of your business.
Ideally, the design of every photo, video, and piece of written content should connect and reconnect the customer with your brand’s narrative. It’s fine to use more than one style as long as you blend them in a way that sends a consistent message about your business. If modern and vintage design elements work together without making your business personality look unfocused, then go for it. But if you have too many design loves fighting for attention, then step back and let the core of your business guide you back to center.
Are your Pinterest boards a seamless reflection of your stories? What about the visuals you post on Facebook, Twitter and YouTube? All of it needs to be cohesive so that it becomes instantly recognizable to the customer. Even those cool photos with quotes you love should be related directly to your company’s purpose.
Ever open a book to discover that the gorgeous cover doesn’t match the dull prose inside? Yeah. Don’t do that. A pretty cover that doesn’t live up to its promise is a pretty cover that ends up in a thrift store bin. Each piece of storytelling should move your plot line forward and engage the customer while letting them anticipate the next chapter.
Don’t be random. Learn to curate and create with a graphic design style that reflects the personality of your business. Bravely edit elements that don’t fit into the greater whole, no matter how much you like them. If a visual doesn’t lend itself to a specific story, if it simply cannot mesh with the information you’re trying to convey, then set it aside. Move on to what works. Ask yourself what you really want for your customers. Is it comfort, adventure, reliability or something else entirely? Make that message recognizable and tangible across your chosen social media platforms.
Graphic design that illustrates the personality of your business through social storytelling is smart branding. Go after it. Be creative. Have fun. But always be consistent and recognizable. There’s a fine line between magnificent and meh in storytelling. Choose to be magnificent.
Photo credit: Shutterstock
