When you think of on-brand content, what comes to mind? Perhaps it’s a consistent tone, carefully curated visuals, and messaging that perfectly aligns with your identity. While each of these is essential in its own right, when it comes to content, sticking too far in this lane can limit your potential. Especially in cutting through the noise.
Many businesses are already getting ahead of the curve. Hootsuite’s 2025 Social Trends Report discovered that 43% of organisations have tested a new tone of voice, or personality through their social content in the last year.1
Here’s the truth: In today’s digital landscape, being on-brand is all about evolution, not repetition.
Redefine the meaning of brand
In traditional marketing and most cases, using a brand is to be consistent—sticking to the same look, tone, and message. Social media is another story. It’s a two-way street where audiences expect authenticity, engagement, and creativity. To truly thrive, brands need to rethink what staying on-brand means. It isn’t wholly abandoning brand consistency, it’s expanding what that can look like.
To redefine what it means to be on-brand, it’s essential to recognise that consistency doesn’t mean rigidity. Social media isn’t a one-size-fits-all environment. What resonates on LinkedIn might fall flat on TikTok, and vice versa. By tailoring your brand voice to the nuances of the spaces you’re in, you can embrace the flexibility needed to engage diverse audiences.
Know the spaces you play in
Your brand voice doesn’t have to be identical across every channel. Social media allows you to show a more human, relatable side of your business and its people. Taking a look at the data, Pew Research’s recent report on social media use highlights how user behaviour varies across channels.2
- LinkedIn thrives on thought leadership and professional insights.
- Facebook skews toward an older demographic, making it great for community-building.
- Instagram users respond to visual inspiration and short-form storytelling.
- TikTok users like to see content that is authentic, entertaining, and follows popular culture.
- X (Twitter) is all about wit, trends, and real-time interaction.
Potentially, your social media tone is more upbeat and playful than your website’s professional tone. This doesn’t mean you’re running off-brand. It means you’re tailoring your voice to connect with different people in meaningful ways.
A content strategy that does more than sell
Effective content strategies are the ones that leave room for disruption. This means experimenting with new formats, exploring unconventional ideas, and taking calculated risks. Not every post needs to act as a sell. Some of the most engaging content tells a story or sparks curiosity. This shift from promotion to storytelling fosters deeper connections with your audience. Think beyond selling; think storytelling.
We know that this is easier said than done. A good place to start? Start small by testing new formats, sharing an unconventional story, or amplifying the voice of your team. Measure the response and refine your approach to what fits your organisation best.
Where to go from here?
On-brand content isn’t seeking perfection, it’s connection. Let’s help you find the sweet spot between consistency and experimentation. If you’re not sure where your current strategy stands, the Driven team can help.
To kick off 2025, we’re offering a free social channel audit—for a limited time. Get in touch with our team to learn more about our content capabilities.
Create content that clicks
