Flexible office space operators with multiple locations have the extra challenge of reflecting a cohesive brand from a marketing and customer experience standpoint.
CloudVO’s sister company, Pacific Workplaces (Pac), with 17 flexible office space locations in California and Nevada, is sharing its internal webinar with CloudVO Partners. In this team training, Social Media Manager Sasha Bonar covers best practices on how to keep a consistent look and feel in messaging and design on Facebook, Instagram, and Twitter to communicate a cohesive brand across multiple coworking locations.
Please fill out your information below to view the video recording of the Social Media Branding Training.
You want visitors of any of your coworking spaces to know what your brand is about based on a few elements, and the same holds true when looking at your social profiles, or anything you communicate to the public on a local level. Every space can have its own unique flavor and community, but there should be uniformity in terms of branding.
- Brand Logos should be standard across all locations and should not be altered in any way
- Use company-wide standard fonts and colors on all content
- Create a branding sheet that contains the proper logo to use with specific hex codes and fonts and make it accessible to your team
Think of your location as a subset of your entire brand as a whole. Location profile bios and pictures should be uniform and feel like one brand/company.
- Location specific social media accounts should use the same profile image as the main brand account.
- Cover photo could be a high-quality image of your specific space exterior (or an interior space with good lighting), but all profile photos should be the main brand logo or icon.
- Depending on the social media platform, you should consider including the following information in your bio:
- Where you are located, who you are, what you provide, contact information, and link to your specific location page on your website.
- If you have a specific tagline it should be included in bio’s, captions, etc. Adding your tagline helps create a clear message about the services you offer.
- If character count allows, include keywords and call to actions in your bio.
Instagram Link in Bio
This is where you will direct your audience whenever using a call to action (i.e. directing folks to a special offer, blog, or to your newsletter). We highly recommend using a link service like Taplink. Each location can have its own set of links specifically for your audience, but you should include some standardized links such as a link to your Health & Safety page on your website.
Additionally, the profile pages on your link service such as Taplink should be uniform (i.e. use the same colors, logos, etc. as your main brand). Also keep in mind that these links need to be updated regularly.
The length of your Instagram caption depends on the type of content.
- Longer captions are best for sharing more about the brand, offers/promotions, storytelling, etc.
- If you’re sharing a lifestyle post, a short and snappy caption is best
- No direct links should be used in captions.
- Include only a few main hashtags related to your post and add the rest of your hashtags to a comment.
- Use a call to action to encourage your audience to visit your website or purchase a product.
- If you want to share a post, avoid copying and pasting the same caption as your other locations. When reposting, try to change the caption and make it unique to your location.
Facebook, Yelp, and Google Posts are great platforms to use for local offers, but check with your marketing team to make sure they’re not already advertising a similar offer for the entire company.
Every platform has a slightly different process for creating a local offer, so familiarize yourself with the process for each individual platform. We recommend having a start and expiration date for each offer and also attaching a UTM tracking link to whatever landing page or form you are sending prospects who want to learn more or redeem your special offer.