Shining Your Armour

Branding: More Than Just A Logo & Colour

There are lots of definitions to branding, but to keep it really simple, think of it as a set of guidelines that helps you produce Content representing your business in the best possible way.

It’s not what you say, it’s how you say it, and how you want to be known by your customers.

When you create Content for your customers, what impressions are you creating and how do you want them to feel?

Ask how you want your customers to see your business: do you want them to see you as

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  • Fun or serious?
  • Cutting edge or traditional ?
  • Relaxed or Formal?
  • Stylish and sleek or quirky ?
  • Technical or approachable?
  • Premium or affordable?

This list goes on and on, but the point we are making is what kind of brand do you want to present to your customers? And are you showing them this with your Content?

Let’s say you you want your customers to see you as a premium and modern IT service. If you create Content that looks unpolished, is quirky and tongue-in-cheek, then your Content is not matching how you want customers to perceive your brand.

FloSocial’s brand is all about being fun, approachable and informal. We use Nerds when describing our team. We are funny and more relaxed in language with our blogs and videos while our colours are bright and fun. We purposefully create Content that is a bit quirky or funny, as it’s part of our brand to not to be too serious.

Branding Identity FloSocial Branded Icon

Using the Branding Worksheet, create ‘rules’ for your brand to apply to your Content.

Remember these rules are designed to provide a framework in creating the right content in the right way for your business. There is no right or wrong. It’s all about you setting guidelines for yourself.

Colours, Logos, Music & More

Okay, so while I said branding isn’t just about a logo and colours, they form a major part of it.

If you don’t have a logo or haven’t established your company colours, we suggest working with a designer to help you create the right look and feel for your brand which also helps towards creating your Content. Some basic questions to ask are:

  • What colour or colours do we use in our branding?
    Make sure you get this down to the HEX code (a special six letter code that identifies the exact colour of your brand) so every time you want to apply your company blue, it’s the exact right shade of blue for you.
  • What will be your company font or fonts
    Then decide if you use ALL CAPITALS, Title Case, Sentence case – or not
  • What images will we visually identify with?
    They could be images of people, landscapes, graphics or – like us – iconography images
  • How will your logo be used?
    Decide where your logo features on your posts or images, and what size it should be when you use it
  • What kind of language will you use?
    Decide if  you will be funny, formal or technical
  • How will your brand be conveyed in video?
    When creating videos, decide if you use an intro or bumper (short piece of video featuring your branding ) and whether you will always have a certain kind of background
FloSocial Branding

This is an example of a Post we created for Instagram: it’s on brand for us with guidelines on colour, logo, font and tone of voice.

The Value Of Video

FloSocial Creating Content

Video is one of the most powerful ways to showcase your brand

Video allows your customers to connect with your brand and your services in a much more intimate way that a static image ever could. If a picture says a thousand words, a video says a million!

Video is fast becoming the most preferred and consumed form of content across all Social Media Channels. Video particularly leads the way with Facebook, working just as well on Instagram and now becoming popular on LinkedIn too.

Despite what many people think, producing video for content on Social Media is relatively easy and can be cost-effective with just the use of a smartphone. Editing videos is becoming easier with a suite of apps and programs to make our worlds much easier to manage (more on this in Module 4 )

Video can also be used to powerfully create audiences of people who have already engaged with us – or what we would call “warm audiences”. If someone is watching your videos in full, they are showing great interest in you and are likely the warmest prospect you could connect with to talk to.

Types Of Video Content

Authority Video

An Authority Video is where you are the authority in your field of expertise in the eyes of your customer. Authority Videos are all about educating your customer, sharing your knowledge and presenting why you are the best person to help them with their issues.

Here is an example of an authority video

An Authority Video Is

  • Educational and helpful
  • Answers questions or addresses common concerns
  • Short and to the point
  • Easy to understand while still offering value

An Authority Video Is Not

  • Salesy in any way (you will lose authority if you try and sell at the same time)
  • Preachy or patronising
  • Too generic or wishy-washy
  • Longer than it absolutely needs to be


Behind-The-Sscenes Content is a great way to connect with your audience and show your customers a more intimate look into your business. BTS Content should still reflect your values and not be too formal in approach.

Here is an example of a behind the scenes video

Behind-The-Scenes Video Is

  • Informal and authentic
  • Shows your business as human and honest
  • Allows your customer to get to know you better

Behind-The-Scenes Video Is Not

  • Overdone – don’t make it all about you
  • Overshared or damages your brand with inappropriate content
  • Staged or stuffy

Here is an example of a social proof video

Social Proof Video

Social Proof Video uses your clients’ and customers’ Feedback, Testimonials and Case Studies to highlight how good you are and the value you bring to your customers.

A Social Proof Video is told from your customer’s narrative and doesn’t need to be overly scripted so it appears authentic.

Social Proof Video Is

  • Honest feedback from your customers and clients
  • Case studies, testimonials and achievements
  • Short in format and authentically shot

Social Proof Video Is Not

  • Staged and over scripted  this will appear fake
  • Salesy
  • Used without the consent of the client (get written consent when you can)

The ultimate guide to producing great video content, with tips and an outline to really connect with your audience.

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How to improve your video with a few simple tools

Just a few in expensive piece of equipment can make your video quality much better and they can be light and easy to transport.

  • A smart mic – small simple lapel mic can help improve your sound quality
  • A light or clip on light to make sure you are well lit and you video is easy to view
  • A tripod stand to keep your camera still and at the right height
  • A power pack because filming takes a lot of battery from your phone

Happy Content Branding!