7 Ways to Improve Your Brand: #6 Content Creation
Each week we are working our way through the 7 Ways to build your brand, and this week is #6: Content Creation. You can click here for the overview, click here for #1: Target Audience, #2 Specific Messaging, #3 Points of Differentiation, #4 Touchpoints, and click here for #5 Strategic Brand Plan.
Once you know who you are talking to, wat the message should be, and where that message should go (all of the elements of a strategic brand plan), then you get to create the actual content. See, the tools (radio, tv, billboards, Facebook, Instagram, etc) are all just megaphones. What message you put into that megaphone is your content. These are the stories that you are going to tell – and how you tell them.
You can use videos (tv or youtube), audio (radio spots), ebooks, white papers, posts, ads (newspaper, magazines) and so much more. Depending on which stories you are telling will help you determine which mediums are best suited.
If you have the budget to do it right and need to reach a large audience then tv (broadcast or cable) would be the best fit. You can take utilize all of the bells and whistles to ensure great production values and tell a powerfully connecting story that will engage your audience emotionally and change their behavior.
If you don’t have as large a budget for great production but still need to reach a large audience then radio might be the perfect fit for you. When you tell a story, you can engage the listener’s mind to really “see” what you are talking about.
If you are focused on social media, then the quantity of your posts will be much higher than the number of ads you would utilize during a traditional ad campaign. Look to rotate your content through questions your customers ask, sharing the culture of your company, highlighting specific products/services, telling the stories of your satisfied customers, and acknowledging outstanding employees.
No matter what content you utilize to tell your story, make sure that it looks professional (videos are oriented properly – graphics are sized correctly), is emotionally connecting, and doesn’t focus too much on features instead of benefits.
If you want more info, or you are ready to put your own strategic brand plan together, check out our Brand Builders Workshops. Go to brandrusso.com/brandbuilders to learn more. The next workshop is for nonprofit organizations on Feb 28th. Click here to read more and sign up while the early bird discount is still available.
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RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more, click HERE to learn more about our process, RAZOR BRANDING.
