There’s a certain kind of brand content that immediately screams, “This was approved by 7 people in the marketing department.” Perfectly on-brand colours. Logos in every corner. Polished to within an inch of its life. And completely forgettable. Especially on TikTok.
The harsh truth is… no one opens TikTok hoping to see your logo. People open TikTok to be entertained. To laugh. To feel something. To be nosy. To watch pimple popping at 2am.
They do not open TikTok hoping to be sold a product in a perfectly on-brand, overly designed post that feels like an ad before it even starts. This has been one of the biggest mindset shifts I’ve had working in social design: Strong branding is important, but if every piece of content you post feels like an ad, people will scroll right past it.
The Brands That Get It
Jetstar Australia on TikTok? Hilarious.
https://www.tiktok.com/@jetstaraustralia?lang=en
They lean hard into meme culture, self-deprecating jokes about cancelled flights, and relatable travel chaos. Minimal branding. Maximum entertainment. People know it’s Jetstar without them needing to slap a logo on every video because the voice is consistent, not just the visuals.
Ubank on TikTok? Chef’s kiss.
https://www.tiktok.com/@ubank?lang=en
A literal bank doing unhinged skits and relatable memes about spending habits (waiting for pay day, eating tuna to save money, endless bills). They don’t lead with product features. They lead with personality. And people love them for it (read the comments!).
What these brands understand is that social content isn’t about showing up as a brand first. It’s about showing up as a human first and then sneaking in the branding after the attention is earnt.
So How Do You Loosen Your Grip Without Losing Your Brand?
Don't get me wrong. I love good branding. I love consistency. I love when a brand feels considered and intentional. But social media, especially short-form video, is not always the place to treat your brand like it’s the main character. Here’s 4 steps to figure out xxxx
1. Know your brand voice beyond the visuals: Your colours and logo matter, but so does your vibe. Are you cheeky? Deadpan? Relatable? Sarcastic? Warm? Weird? That tone should guide your content way more than your hex codes.
2. Treat social content like a conversation, not a billboard: If your post sounds like it belongs in a TV ad... it probably doesn't belong on TikTok.
3. Let the idea lead: Start with, "What would actually make someone stop scrolling?" Then figure out how to tie your brand into it — not the other way around.
4. Save the heavy branding for the right moments: Your website? Ads? Product launches? Sure. Go nuts. But a silly meme about public transport etiquette? Maybe let that one breathe.
The Best Brands Right Now Know How to Get Out of Their Own Way
Yes, your brand is important.
But on social media, especially on TikTok, your brand is a guest in someone's feed. Not the star of the show. Be entertaining. Be human. Be worth following.
If people love your content, they'll figure out who you are.