Visual Branding on Social Media: The Power of Consistency and Creativity
With Instagram entering its 15th year and new platforms like TikTok and Bluesky capturing attention, social media is more fragmented than ever. Brands and organisations often find themselves scrambling to keep pace with the fast-evolving digital landscape. Yet, those who craft a distinctive and consistent visual brand have the power to stand out and thrive.
According to the State of Football Social Media Report 2024, while 98% of social media managers acknowledge the importance of social media in their overall marketing efforts, only 40.8% have a documented strategy. This gap presents a significant opportunity: brands that prioritise visual branding and content strategy can achieve a competitive edge.
Anderlecht: From Football Club to Media Brand
In 2022, Belgian football club Anderlecht redefined its online identity. Their rebrand aimed to transform their digital presence from that of a traditional football club into a cutting-edge media brand. Central to this evolution were bold visuals and bespoke photography , which set their content apart. By using tailored imagery rather than generic, widely available Getty-style photos, Anderlecht crafted a digital identity that is instantly recognisable and uniquely theirs. This trend of using bespoke photography has gained traction across sports and entertainment, as brands look to differentiate themselves in crowded feeds.
Burnley FC: Harnessing Humour and Pop Culture
Burnley FC offers a completely different, yet equally effective, approach. Their humorous transfer announcement videos, often referencing pop culture and memes, showcase an acute understanding of platform-specific content.
Take their now-iconic tweet announcing a player transfer, which leveraged a clever pop culture nod and was shared widely beyond the club’s core audience. This demonstrates the power of creating content tailored to each platform’s strengths—in this case, X (formerly Twitter), where humour and shareability reign supreme. Burnley’s strategy proves that even smaller organisations can achieve significant digital reach by focusing on creativity, relevancy, and shareable moments. The lesson for all industries? Great content doesn’t just attract attention; it builds connections and extends your reach far beyond expectations.
You shall not pass :bricks:️ pic.twitter.com/7cxipSQDWV
— Burnley FC (@BurnleyOfficial) August 21, 2024
TOPJAW: The Art of Attention-Grabbing Content
Outside of sport, food and travel channel, TOPJAW, provides an excellent example of how a consistent and recognisable visual identity drives success. Initially focused on long-form YouTube videos, the brand pivoted to short-form video content on TikTok and Instagram Reels, tailoring their strategy to suit the demands of these platforms. Their fast-paced editing style ensures there’s no dead air, holding attention in a digital space where users are fed an endless stream of competing content. This consistency in visuals and tone has helped build a brand identity that viewers instantly recognise. As a result, TOPJAW’s Instagram following more than doubled in 2024.
The Core Takeaway: Consistency is King
The temptation to chase fleeting trends and quick engagement metrics can lead brands astray, sacrificing long-term strategy for short-term gains. However, the most successful digital brands—whether it’s Anderlecht, Burnley FC, or TOPJAW—demonstrate that consistency, creativity, and an understanding of platform-specific behaviour are the keys to cutting through the noise.
- Consistency: A recognisable visual identity builds trust and recall. Whether it’s bespoke photography, a distinct colour palette, or a unique editing style, your audience should identify your content at a glance.
- Creativity: Bold, innovative content—like Burnley’s humorous videos or Anderlecht’s striking visuals—commands attention and makes your brand memorable.
- Platform Understanding: Tailoring content to the strengths and culture of each platform ensures you maximise engagement and reach.
In an increasingly saturated digital landscape, a consistent and recognisable brand is no longer optional—it’s essential. Whether you’re a football club, a consumer brand, or a content creator, aligning your visuals with your strategy will not only help you stand out but also build a loyal and engaged audience.
