CS 101- Branded Content
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The document outlines the importance of brand identity and storytelling, emphasizing that successful brands sell a promise of improved self-perception rather than just products. It discusses the role of content strategy in expressing brand meaning through content pillars that align with consumer, brand, and business needs. Additionally, it highlights the necessity for brands to establish a unique voice and tone to engage customers effectively throughout their purchase journey.
CS 101- Branded Content
- 1. Content Strategy 101 Brand Content Pillars Voice & Tone
- 5. What does a brand represent? A brand does not sell coffee, concert tickets, books, lipstick, yogurt, entertainment or information.
- 6. What does a brand stand for? “Medicine doesn’t sell cures, it sells trust … many brands sell a promise of a better version of ourselves. Tiffany sells mattering, Facebook sells belonging and Whole Foods sells nurturing and self-love.” - The Story of Telling blog (http://thestoryoftelling.com/blog/)
- 7. How does a brand express itself? By telling a brand story…
- 8. Brand meaning and value can be expressed in lots of ways • • • • • Service (Amazon) Price (Wal-Mart) Durability (Dickies) Design (Apple) Reliability (Hyundai)
- 9. When a brand wants to tell its story it is increasingly choosing to express and convey it through content…
- 10. A CS can help a business translate brand meaning into content
- 17. YOU ARE NOW HERE!
- 20. Keep customers engaged throughout their purchase journey
- 21. With differentiated, authentic content that has a personality
- 22. That informs and, when appropriate, delights
- 23. Get content that matters most correct first
- 24. Then fan out and speak more broadly, more boldly
- 25. Brand content is a conversation with your customers
- 26. It shows you get your audience
- 27. From clear, concise language prompts
- 28. To experiences that are spot on
- 29. It’s the words, messages, images, videos -- the content experiences
- 30. That can help elevate a brand
- 32. Uh, what about the content pillars?
- 33. Content pillars define the major themes and motifs of the brand
- 34. Content Pillars Consumer Business Brand Content pillars should intersect at the needs of the consumer, the brand, and the business.
- 36. Establishing pillars Review the brand’s current content Review the competitor’s content Understand where the brand wants to be Understand where the customer wants to be or what the customer wants to become Gather the troops and ideate > think about the main meaning and the subtext of the message Make recommendations > iterate on them Create pillars that the stakeholders believe in and can embrace Create pillars that creative teams can act on Filter out content that doesn’t align (i.e., use the pillars as guardrails) Pressure test existing content against the pillars and larger brand promise
- 37. Bring the pillars to life with brand voice and tone
- 38. Your favorite magazine has a voice and a tone
- 39. Your favorite brand has a voice and a tone
- 41. Does your brand know what its content sounds like? What it feels like? What it looks like? What it smells like? What it tastes like?
- 42. Some light reading on branding
- 43. Some light reading on content strategy