How to Develop Your Visual Brand on Social Media

You know that a strong brand is much more than just how it looks, it’s about how it works across all platforms and about how both your business and team embrace it.  When it comes to social media though, how you convey your brand visually is an essential element to great social media presence and success. 

Sure, we’ve written about social media strategies before and how to know if you’re measuring up but today, it’s not about what you do, it’s about how you look doing it. A little different than what you’re used to, yes? 

We’ve all heard the statistics about how posts with a visual element are much more likely (93% to be exact) to garner a response than posts without.  So we know it’s incredibly important, but do we know how to add a visual element that is on brand and cuts through the incredible clutter on newsfeeds?  There are a few fairly simple strategies to ensure you’re always on brand and always engaging to the best of your ability with both your current customers and your target market. 

A colour palette.

When you first developed your brand, your designer, agency (or perhaps if we were lucky, Chilli) gave you a detailed style guide. Dust it off and check it out. There’s probably a colour palette already in there. If so, do your best to follow it on social media. That doesn’t mean every single image or post you upload has to look exactly the same, but they should follow some sort of pattern.

Always remember, the colours you use should appropriately reflect your brand. If you’re a youthful and energetic business then the colours you use should suggest that. Additionally, you’ll need to ensure they are colour schemes that will appeal to your target market.  If you’re selling a traditionally masculine product to men, they probably aren’t going to be interested in dusty pink Facebook posts.




Selecting the fonts you use is almost as important as the colours. Sure people probably aren’t going to notice if you make slight, subtle changes to fonts but they will notice if you’re constantly jumping from large loopy lettering to block lettering etc. Try to stay as consistent as possible and remember to always keep in mind your service offering and your target market. 


Be selective with filters and imagery

Basically, if you’re going to use a filter, try to use it ongoing-don’t just apply random filters that you think look good, own that filter.  Eventually, people will begin to associate that specific filter with your brand so even if another company is using that it when your target market sees it, they will think of you.  It’s all about consistency. 

Now that we know the rules of the filter, let’s move on to what exactly we mean by the phrase, ‘appropriate images’.  Here we are talking about images that fit your brand.  Just because you took a photo of someone wearing your product doesn’t necessarily mean you should post that photo on Instagram or Facebook.  You’ll want to ensure the person featured in the photo is either a.) your target market or b.) doesn’t alienate your target market in anyway. Remember if you’re posting it then it should be a perfect reflection of your brand and if it’s not, then save it for a more appropriate format.