How content speaks to your brand
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The content you produce acts as a mouthpiece for your brand. When your target audience comes into contact with it — online or elsewhere — they become acquainted with your business. This is because your content conveys who you are, what you do and why they should use your product or service. In this article, media update’s Maryna Steyn looks at three ways content can speak volumes for your brand. Brand voice is the discernible way people identify how your content sounds in their minds. It draws on the style, tone and format of how the material is presented. Your voice needs to be distinct, consistent and in line with your brand identity in order to avoid confusing your audience.Brand identity is established through your brand voice, logo and visuals as well as the brand image. Take, for example, the recognisable ‘golden arches’ of the McDonald’s logo. Without mentioning the name, you already picture your favourite menu items and connect the sound of their jingle to their brand image. All of these elements communicate who the organisation is as a brand. The unique combination allows them to be discovered, recognised and stand out from the crowd. Content informs customers about your core business practices and beliefs, such as products or services, by being the channel through which they interact with your brand. Potential clients already know who you are, the next step is to help them understand you are selling and This can be done by generating press releases that showcase new products and even creating SEO-driven product descriptions. Your content communicates the expertise, uniqueness and added value of what you offer. It should entertain and inform while being simple and easy to consume. There are many ways to package this content, including: Content is the voice your brand uses to speak to your target market. When you call your audience to action, it lets them know exactly who you are, what you do and creates a connection between the audience and your brand.Consumers nowadays are less responsive to traditional forms of advertising. This is because people are aware that they are being bombarded daily by marketing messages. Instead, they crave meaning and depth in their brand interactions. That is where content marketing comes in.This type of marketing ensures that your content has a human element to it so your customers can feel that they relate to your business. It starts an empathetic and informative conversation between the brand and the target audience. The more they interact with each other, the stronger the resulting connection will be. By building relationships through your content, you harness brand loyalty and trust in the process, meaning your consumers are more likely to buy your product or service. Have you noticed these three areas in which content speaks for your brand in your communication? Let us know in the comments section below.*Image courtesy of Pixabay
