With the ever-increasing use of falsified beauty, such as: false eyelashes, Spanx (to keep it all together), and Botox, – particularly in television and entertainment – it’s less and less likely that the average woman feels beautiful on a daily basis. ‘Dove’ introduced a new outlook on ‘beauty’ when they introduced the ‘You’re more beautiful than you think’ video. This was a statement about what the Dove brand stood for: You don’t need to be a super-model to be beautiful with Dove.
Consumers grew connected to the stories that ‘Dove’ told and that’s how many people remember this brand; it made them feel good. This is a fine display of content that supported the brand message – content which strays from the more traditional advertising methods. This type of content brings relevant value to the consumer through emotional storytelling, will entertain consumers, or even teach them something and offers clear differentiation amongst competitor brands. This results in increased brand engagement, ultimately (hopefully) increasing sales growth for that brand.
Key Aspects of Content that supports brand messaging:
- Clarity and Consistency: Be clear on what your brand stands for, if you aren’t, then your target audience won’t be. And, be consistent. Being consistent will reinforce your message.
- Know your audience: Content can be created in different ways; it changes according to the target audience. For example, kids understand pictorial representation; the same cannot be used for an official purpose.
- Differentiation: Be different and be prepared to be different. Have a distinct message for your brand that resonates with your audience and establishes ‘clear, blue water’ between you and your competitors.
- Remember Company Culture: Never compromise on these, whatever you create. Company output should reflect the vision, mission, culture or any of those qualities which represent your business.
- Stay Updated: Check out your competitors; know what the audience wants and provide what they are looking for.
All of these points play a key role in connecting your audience with your brand message. Deliver what is apt for your product and audience, or we could help you. In Highlands’ next blog, we will look at how content can be created specifically for social media.
