A common mistake is to treat every platform as a separate project. The Instagram looks playful, the Facebook page hasn’t changed its cover since 2019, and the LinkedIn profile seems to belong to a different company. Customers move between these channels all the time, and they notice.

Keep identical everywhere

• Name, logo and profile picture – the same file, cropped correctly for each platform.
• Colours and fonts in every graphic.
• Bio essentials – what you do, where, and one clear link.
• Core values and promises – the reason someone should choose you.

Adapt to each platform

• Instagram – visual first: vertical photos and Reels, short captions, stories for everyday life.
• Facebook – local community, events, reviews and practical information such as opening hours.
• LinkedIn – expertise, team, case studies and the founder’s voice. More text, fewer filters.

A simple tool: the one-page brand sheet

Put on one page your logo versions, colour codes, two fonts, three photo examples you like, five words describing your tone, and three you never want to sound like. Share it with everyone who posts for the business. It removes most inconsistency in a week.

We prepare this kind of sheet and matching templates as part of our branding for social media and digital marketing services.