Branding is Your Social Media Workhorse—Make It Work for You
WHY BRANDING SHOULD BE YOUR SOCIAL MEDIA FOUNDATION
A strong social media presence isn’t just about posting pretty pictures of horses—it’s about making sure people know your content belongs to you. The key? Branding. Without a clear, consistent branding strategy, your social media presence is just another voice in the crowd. Read on for more information on how to leverage your branding to create a stakes-winning social media presence.
Keeneland Racecourse. Photo by Rachel Bissonette.
BRANDING IN HORSE RACING CONTENT: HOW NOT TO BLEND INTO THE PACK
Think of branding like a jockey’s silks—save saddle towels, it’s the most instantly recognizable marker in the heat of competition. Wearing generic track silks makes you blend in, but an owner’s custom silks ensure a horse stands out in the field, unmistakable at a glance.
Similarly, your branding should set you apart and make you instantly recognizable. Here’s why it matters:
85% of consumers use social media to research brands—first impressions happen online.
55% of brand first impressions are visual, so cohesive design makes or breaks credibility.
77% of consumers prefer shopping with brands they follow on social media.
Consistent branding can increase revenue by 33%—because familiarity breeds trust (and sales).
Racing content all looks eerily similar—horses training, racing, standing in a field looking majestic, and so on. Here are some easily implemented strategies you can use to make your content stand out:
Use a consistent font across images, videos, and graphics. Pick one. Stick with it.
Incorporate brand colors in overlays, text, and backgrounds—think “branded saddle pad” for your visuals.
Logo everything—infographics, photos, and videos should always have your stamp on them.
A LITTLE EFFORT NOW = A RECOGNIZABLE BRAND LATER
The recognizable Ramsey Farm silks and Breeders’ Cup logos.
Photo by Steve Heuertz.
Think branding is too much effort? It takes less than 60 seconds to run a photo through an app like Canva, Adobe Express, or Lightroom to add a logo. That’s less time than it takes for a deep closer to get into stride out of the gate. You can also use these programs to save editing presets for videos and photos, as well as brand kits that save your brand fonts and colors, allowing you to work smarter, not harder.
It takes 5-7 impressions before people remember a brand.
If your content looks different in every post, you’re wasting valuable exposure. opportunity. The goal? People should see your content and know it’s you before they even read the caption. That’s how you turn casual scrollers into loyal followers—and eventually, customers.
BRANDING ACROSS ALL SOCIAL MEDIA CONTENT: REPETITION IS THE KEY TO RECOGNITION
No matter what you post, it needs to scream, “This is OUR brand.” Here’s how to make that happen across different mediums:
Infographics – Racing stats, breeding trends, industry facts—if it’s text and visuals, it needs your fonts, colors, and logo.
Videos (Live & Recorded) – Wear your logo, have a branded backdrop, or at the very least, add an overlay of your logo when editing.
Photos – Even a quick phone snap should run through an app to add a watermark before hitting “post”.
WATERMARK EVERYTHING—BECAUSE THE INTERNET IS WILD
Every single piece of content you publish on social media should be trademarked or watermarked. Why? Because content gets shared, reposted, and — sometimes -- even stolen. A watermark ensures your brand remains attached to your content no matter where it ends up.
Videos: Overlay your logo in a corner or at the start and end of the clip.
Photos: Add a small, subtle watermark in a non-intrusive area.
Infographics & Graphics: Place your logo, website and/or social handles somewhere visible so if the image is saved and shared, your brand remains attached.
A COHESIVE SOCIAL MEDIA STRATEGY = A WINNING BRAND
When done right, branding makes social media easier, not harder. A strong brand presence means:
Every post reinforces your identity.
Your audience recognizes your content instantly.
You build credibility and trust, leading to more business.