What Is Brand Content?

In a nutshell, brand content is content created to convey your brand’s values in a way that speaks to your audience.

Brand content is different from traditional marketing approaches in that it gently encourages your audience to engage with your brand and what it stands for.

Unlike pushy sales tactics (ew) that simply tell your customer to buy your product or use your service, brand content is designed to evoke emotion and make people think.

Not only does it humanise your business, but its subtlety helps customers connect with your brand and its message on a deeper level. After all, your customers are human, and most of them can smell a hard sell from a long, long way away.

Here’s a bunch of tips to bear in mind when creating some hot new brand content your audience is sure to engage with:

1. Determine your message

2. Create content that speaks to your audience

3. Get a video production company on board

4. Avoid common pitfalls

5. Prioritise storytelling

It might sound simple, but to create compelling brand content, you’ve gotta determine what your brand is trying to say to your audience.

Customers care more than ever about a company’s ethos, with 82% of consumers wanting the values of brands to align with their own. If you don’t know what your brand stands for and why people should care, how can you expect your audience to?!

Ask yourself: What is your brand trying to say? What sets your company apart from the competition? What problems can your brand solve?

Determining what message you want to convey with your brand content at the start will point you in the right direction.

One of the best things about brand content is that it offers a means to connect with your audience-- take advantage of this opportunity!

Brand content has the power to transform a brand from a boring product or service provider into something representing values and beliefs.

Considering that ‘76% of consumers say they would buy from a brand they feel connected to over a competitor’, it’s so important to create brand content that resonates with your audience on an emotional level.

It’s all about crafting something that speaks to your audience and aligns with their beliefs so your brand content hits the mark every time.

Getting a video production company on board is a must for creating effective brand content.

Whether you have a brief or not, video production professionals can help you create brand content that encapsulates your brand’s ethos and values and shows your audience why they should invest!

While it’s possible to create brand content yourself, if you want to create content that balances creativity with a solid strategy, it’s best to bring in the big guns.

At STORM+SHELTER, we get off on coming up with ideas for a brand’s content campaign and helping businesses build bonds through brand content.

Contact us today to find out how we can assist your project.

It might sound easier said than done, but avoiding common pitfalls is key to creating engaging brand content.

It’s easy to get swept up in what’s worked for other companies in the past, but remember, your brand content should be unique and authentic to you!

Here are some pitfalls to avoid to make sure you’re creating effective brand content:

• Telling, not showing your audience.

• Using narratives that are too pushy. No one likes a hard sell.

• Making your product the main character. Spoiler: it shouldn’t be.

• Trying to copy another brand’s ideas to make them fit your brand and message. A square peg, round hole type-scenario.

A common mistake we see often is failing to tell a story, which nicely leads us to our next point…

To make killer brand content, you need to prioritise storytelling.

Stories are not only memorable, but they often resonate with your audience and teach them something they can take away and hopefully tell others about.

Whether it’s a fun animation or a memorable case study video, storytelling can evoke emotion.

This helps you to foster a deeper connection with existing and prospective customers, and ‘emotionally connected customers rate brands higher (71%) than satisfied customers (45%)’.

Harnessing the power of brand content offers the perfect vehicle to tell your brand’s story in an engaging and memorable way.

Are you looking to strengthen the bond with your audience with brand content? STORM+SHELTER is on hand to help.

Show your audience what you care about and why with our brand content service, and see firsthand the impact of fostering deeper connections through brand content.

Fancy a chat to see if we’re a good fit? Contact us at content@stormandshelter.com or on 02920 251255, or keep an eye on our socials, including our Instagram.

Written by Jemima for STORM+SHELTER.