Articles about content are all the rage nowadays, the irony of which is not lost on this author nor ignored in the writing of this post. The thousands of articles about content make up the bulk of the modern marketing conversation, one that spills over into conferences, webinars and other venues. As more content is created, the tendency to run out of ideas feeds into the issues stated above, all while forgetting that the attributes of a brand can offer not only new ideas for content but provide clarity in its direction. 3 Brand Attributes To Communicate In Your Content
Unfortunately, brand attributes are commonly associated with its products. A brand is more than its products. It is a concept that seeks to answer a problem through both tangible and intangible means. Below are three foundational attributes possessed by almost every brand and should be included, to some extent, in all the derived content.
This is the heart and soul of a brand. As stated before, the brand exists to solve a problem. Its creators saw an issue and decided to take it upon themselves and fix it. This is its purpose, and therefore easy to communicate. From the mission and vision statements to the products themselves, the essence of any brand should be easily identifiable. A brand’s content should mirror this consistency.
Milk’s favorite cookie
The essence of Oreo is encapsulated by its slogan, “Milk’s Favorite Cookie.” Who doesn’t love a package of Oreos, a gallon of milk, and a dark room to hide one’s shame in eating them all? It’s impossible to associate this little piece of cookie magic with anything other than milk and a smile. All social shares and social media interactions, blog posts and interactions are a reflection of the aforementioned slogan, and reinforce the tangible experience by the consumer.
The Tangible 3 Brand Attributes To Communicate In Your Content
A product or service is the brand’s answer to the problem it’s trying to solve. Since the customer controls the buying process at the onset, the tangible benefits offered by the product need to be communicated clearly. The content surrounding said benefits should reflect the reality that the consumer will do their due diligence before deciding to purchase.
This means that the conversion is not limited to a purchase; it also extends to the experience of the product as a reflection of the brand. The content surrounding the product should therefore work to enhance the said experience by providing answers the consumer is trying to find.
Apple: thinking different
Personal computing mobility is provided by Apple, a company that successfully built and executed on the perception that they’re innovative. Is there any other company that would take something as complicated as a portable MP3 player and giving it the perception of simplicity (white case, simple screen and user interface), granted the consumer the ability to make it theirs by adding their favorite movies, songs, and books? The answer is no.
Perception is truth, whether it’s true or not. If the brand was created to solve a problem then the consumer has to believe that brand is capable of solving it. Again, the customer controls the buying process—so it’s up to the marketer to convey the benefits of the product as a reflection of the brand’s essence.
The brand communicates its essence through content, then executes with products intended to solve a problem. The consumer vets the product through research and purchase, weighing the marketing message of “peace of mind” against their personal experience and subsequent reviews. The intangible benefits perceived by the consumer are the true conversion.
Honda: the power of dreams
Honda is a brand known for reliability and functionality. Its products are easy to fix, use affordable parts, and hold a reputation for lasting a long time. The stability of this brand generates a peace of mind that gives the consumer a safe choice in an automobile without being boring. You can have something family-oriented, sporty, or off-road…the quality is the same.
As said in an earlier article, content is never just one thing. It’s not just the blog post, the social share, or the eBook. It is the result of the research you do about your customer in order to meet them where they are within the buying process. By targeting your audience with information that they care to read, you automatically start a positive perception of consideration and the conversion begins.
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