Social media and brand consistency: why the details still matter
Social media has moved on from curated perfection - and thank goodness. Audiences want content that feels real, human, and honest - not staged flat-lays or glossy graphics.
But in the shift to be more reactive and relaxed, something else can quietly slip: brand consistency.
I say this as someone who used to care a lot about the details. Maybe too much.
At one of my previous in-house roles, it became a bit of a running joke that I was (frustratingly) precious about the Instagram grid. The spacing. The colours. The “only branded graphics or photos on the feed” rule. No screenshots. No flyers. No exceptions.
My poor Social Media Officer got used to hearing me say, “not quite right for grid.” And he and I had regular debates with colleagues across the charity about what was “worth posting.”
But honestly? I stand by it.
Because being fussy about those things isn’t about being difficult - it’s about protecting your brand. Every post, every swipe, every visual cue adds up to a message: we know who we are, and we show up like it.
Why it matters (especially for charities and small teams)
For purpose-led organisations, brand isn’t just about aesthetics - it’s about identity. Mission. Trust. And for many small teams that don’t have the time, capacity or budget to post every day, your social channels (and let’s be honest, usually Instagram) become your most visible brand touchpoint. Which means what you do post needs to work even harder.
If you’re not jumping on trends or posting behind-the-scenes Reels every week, then consistency is your strategy. You don’t need to be reactive - you need to be recognisable.
Because when brand consistency slips, it’s not always obvious at first. Maybe it’s a couple of off-brand colours. A graphic posted in the wrong size, so the text is cut off in the grid. A partner’s event shared to the feed that doesn’t match your tone or style. It might feel small. But it chips away at the bigger picture.
And when no one’s paying attention to the details? It shows.
What brand consistency on social really looks like
Let’s be clear: this isn’t about creating a perfect grid or rigidly controlling every post. It’s about making sure your content feels cohesive, intentional, and true to who you are.
Some of the simplest things can make the biggest difference:
Using brand colours and fonts consistently
Resizing graphics properly so nothing gets cropped
Maintaining a clear, recognisable tone of voice
Avoiding reposting off-brand content to your grid
Creating templates or visual guardrails for different types of posts
It’s not about perfection - it’s about clarity. And when people know what to expect from you, they’re more likely to stop scrolling and engage.
If your brand feels fuzzy, you're not alone
Not every team can be trend-led - but every team can be brand-led. And the good news is, brand consistency doesn’t have to be overwhelming.
At olio creative, we work with small teams and overstretched comms leads to bring clarity, consistency and creativity back into their content - whether that’s through clear guidelines and strategy, easy-to-use branded templates, or monthly content support.
We also know the reality: sometimes the “fussy” comms person who used to protect the brand has moved on. And suddenly, there’s no one watching the details. That’s where we (and I!) come in.
If your brand’s feeling a bit lost on social, we can help bring the focus (and the fussiness) back.
