Building a Brand People Remember on Social Media

Nobody remembers a brand because of one brilliant post. They remember it because, week after week, it looked and sounded like the same person. Consistency is less glamorous than creativity, but it is what builds recognition.

Choose three things to be known for

Before thinking about formats or schedules, decide on three themes you can talk about for years without getting bored. They become the pillars of everything you publish. When an idea doesn’t fit any of them, it is probably not for your account.

Build a small visual kit

• Two typefaces, used the same way every time.
• A palette of four or five colours, with one clear accent.
• Three or four layouts you can repeat: a quote, a tip, a behind-the-scenes photo, a result.

The kit is not there to limit you. It is there so that a follower recognises your post before reading your name.

Recognition is built in repetition. If you are getting tired of your own style, your audience is only just starting to notice it.

Plan less, show up more

A realistic plan you can keep is better than an ambitious one you abandon in three weeks. Two thoughtful posts a week, prepared in one calm sitting, will do more for your brand than a daily rush. Leave space for the spontaneous, but let the foundation be planned.