How is your brand identity holding up in the social media world? Social media guru and The Business Insider contributor Rick Gardinier thinks the proliferation of various social media and promotional platforms—from Facebook to Twitter to YouTube, and more—are making it very hard for brands to stand out from each other.

Recently, he published some savvy thoughts about how the various platforms are overshadowing brand messaging. A few highlights:

Over the years, trends in marketing and advertising have become formulaic. Today for example, fabricated characters—“Flo” from Progressive Insurance and “the most interesting man in the world” from Dos Equis—rule in the advertising and marketing worlds.

Where’s the creativity? Social and promotional platforms today enable virtually anyone, experienced or not, to execute a campaign. Many are copying each other, and creativity is sadly lacking. To illustrate his point, Rick asks if there’s a real difference between two quite different steakhouse brands’ fan pages, Morton’s Steak House and Outback Steakhouse.

How can you make sure your brand is not from the same mold as another? Find your brand voice; keep in your mind what makes your brand different and bring that to creative life in social media. Try something new and keep evolving in your social media. Use your social media program to provide value to your target audience.

A strong and memorable brand identity is crucial for social media success.

If you’re in healthcare, insurance, technology or other professional services sectors and need help with a creative social media program, contact Scott Public Relations.

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