We all get wrapped up in the day-to-day operations of social media. Where to post, what to post, when to post it...sometimes it's hard to see the forest for the trees. Nonetheless, it's important to take a step back and consider whether or not your social presence, as a whole, is reflecting the brand of the business it supports.
Taken all at once (like on your Twitter profile page) or on an individual basis (in your followers' Instagram feeds) does your brand always translate? One way successful businesses express their brands is with color. To the extent that it's possible, having a cohesive overall look to the imagery you post on social is a great way to reinforce your brand's values.
Is your brand dark and moody, or light and airy? Is there a specific color you could try to feature in your posts? These questions are important to ask, and to find the answers, you need look no further than your logo. Your brand identity (which stems from your logo) should inspire the look of everything you do - including your social accounts.
Take for example the integrated marketing and branding agency HZDG, which I personally follow on Instagram. Their orange logo has been so well integrated into their social presence that I almost can't see orange things anymore without thinking of HZ (which is a great viral marketing strategy, btw). But it's not just because of their logo or their promotional swag; all the imagery they post has subtle nods to oranges and browns that harken back to their central identity:
If you're just starting to establish a brand for your business, now would be an excellent time to think about the emotions and associations you want to convey with your logo, identity, and ultimately your social presence. Once you've identified those things, you can use this handy infographic from The Logo Company (see below) to figure out what colors should dominate your social imagery. Are you an optimistic yellow or a friendly orange? Are you creative and purple or balanced and silver? Take a look and find examples of companies doing a great job embodying their brand colors: