This blog is our take on the role of content creation and its impact on brand building. Content creation is a vital aspect of growing your brand and achieving success. We believe that a brand is not just a logo, it is a consistent attitude and a carefully managed experience that should surpass consumer expectations.
So what is the role of content creation in building a brand? To build a strong brand we believe that you need to be consistent! This means that the personality, messaging and style of content that you create must be crystal clear. Content should be created and designed to spark action. And ultimately, when someone thinks of/sees your content it should directly reflect your brand and build a clear understanding of who you are.
So let us dive into the role of content creation and how it can help build brands effectively…
Generating brand awareness
Brand awareness is the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services. The key to creating and building brand awareness is being consistent. Ensuring that your brand and content can be seen repeatedly over time – naturally generating more awareness for your brand. Brand Awareness doesn’t mean customers have to remember the name of a brand but it could be as simple as recognising the main colour or tagline, in a recent study in 2021 it was found that colour can improve brand recognition by 80%.
When we hear ‘I’m lovin’ it’ we know straight away that it’s Mcdonald’s. And similarly, with the colour yellow we may associate that with Mcdonald’s as they have a very recognisable colour palette. This is what brand awareness is all about, and the goal is to be remembered. A 2021 study found that 59% of customers prefer to buy from brands they already know/ recognise. So getting your name and branded content out there is vital to building strong brand awareness. Leading to customer trust, therefore improving your brand equity.
From our experience in helping many businesses to build strong brand awareness and rethinking their branded content. It is important to know who your content is aimed towards this directly helps your creative teams execute and deliver the right content for those people. Creative content must engage and speak to existing consumers whilst reaching wider new audiences. Content creation can come in many creative forms such as:
- Infographics
- Graphic Design
- Blogs (or short-form articles)
- Social Media
- Videos
- White Papers
- Events
- Case studies
Through these different content mediums, companies can develop their brand awareness through a unique tone of voice, style and personality whilst aligning with their brand. Modern-day consumers have a thirst for authentic and impactful brands. Having a good product will not successfully attract or retain consumers anymore. Brands that produce high-quality and engaging content can tell their own stories to more people, be more effective and build the strongest brands on the market.
Building trust and familiarity
Brand awareness and trust work closely to help build strong brands and content. Building trust and forming strong connections with your audience has the power to determine purchase decisions and customer loyalty. A study has found that 81% of buyers think about the brand whilst pondering over making a purchase. So having trust in a brand has never been more vital and could be the difference between customers choosing your brand over one of your competitors.
Recently the floodgates for new and exciting opportunities to develop trust with consumers have opened. According to the 2021 Edelman Trust Barometer, companies are more trusted than nongovernmental organisations, the government and media outlets. Companies and brands are in a prime position to develop stronger relationships with their customers than in the past.
Successful content provides your audience with clear value, helping customers feel comfortable and considered by the brand. Your content should always reflect your brand by translating a clear message, focusing on creating an experience that adds value and builds familiarity. Furthermore, brand content should be modified to fit all channels and devices. Consistent and high-quality publishing of new content can increase the trustworthiness of your brand and this naturally creates more loyal customers.
Demonstrates and builds on the brand voice and personality, helping establish positioning
Adopting a consistent brand voice and personality is vital to creating successful content and ultimately building your brand. Communications need to be in line with your brand, including the same voice, tone, and style. A brand’s voice plays a big part in content creation and it also makes you stand out from your competitors. Ensuring a consistent brand voice will give your content a feeling of cohesion and make your company appear professional and trustworthy.
Furthermore, using the correct brand voice and messaging has a big impact on how shareable your content is. So how can you keep your content and brand voice aligned? If your brand was a person, what would they sound like?
It is difficult for brands to constantly compete with same-sector rivals, especially through traditional media sources. And that’s why nailing your brand positioning throughout the content you share is so important.
Summary
We believe the most successful creative content is authentic and consistent with the overall brand, which is the key to brand building. Content creation has the ability to provide your brand with a wider audience reach, creating loyal customers, stronger brand recognition and more these naturally lead to brand building.
It doesn’t matter if your content takes the form of an infographic, a video or a blog — it should always reflect your brand by translating a message and creating an experience that reinforces your connection with the audience. When working with our clients through the content development process, we create content that clearly communicates and engages the desired audience/s. Creating shareable and successful content involves the close alignment of your content strategy and your brand this will help to build and promote your brand and accelerate growth.
Thanks for reading, if you’ve liked what you’ve seen today then check out our new sevice offering Amplify. Also, if you’d like to receive exclusive Notepad content then be sure to sign up to our Noteworthy Newsletter here.
