Welcome to our December issue!  As I continue to cover what I consider to be the essential guiding principles for those who want to market their businesses/organizations effectively, based upon a number of reputable resources intermingled with insights I’ve learned from 20+ years of experience with content marketing in my own business, we’ve been exploring content and how it supports your marketing strategy and branding identity efforts.

So now that we’ve established exactly what we mean when we refer to “content,” and its incredible potential to positively impact your marketing campaign, let’s examine the possibilities for developing your brand through the use of content.

First thing’s first: Before you actually start planning and generating your content, it’s important to define your brand identity. In the world of advertising you are not only competing with those in your business or industry, but also with everyone else who is putting their message out there. Why? Because you’re all vying for attention. You’ll have a much better chance of getting it if you have a distinct style, and a better chance at keeping it if you have a distinct brand identity.

What’s widely known as a “brand identity kit” is something that any business, large or small, should compile so that everyone is on the same page and committed to a consistent, memorable brand identity. This is a concise, written document that outlines how the brand should be presented in its content.

Here are the key elements that should be present in your brand identity kit:

Contact Information – This is the critical lifeline from your audience to your company. Establish a clear and open path to finding out more information or reaching the right person.

Brand Platform – According to www.smartimage.com: “Before one is to communicate your brand, one should understand it.” This should include a positioning statement, brand promise, brand personality traits, and a tagline.

Unique Selling Proposition (USP) – Once you know who you are, you’ll be better able to pinpoint and convey exactly what makes you special. Your USP is what differentiates you from your competitors. As detailed in Reality in Advertising by Rosser Reeves, there are three parts: 1. You must make a benefit-oriented proposition to the consumer; 2. The proposition must be one the competition cannot or does not offer; and 3. It must be strong enough to move the masses. (Stay tuned, there’s more to come on this piece next month!)

Visual Identity – It’s not only about how your brand should sound but just as much about how it should look. Visual identity plays a major role in the recognition of your brand as well as the perception of it. This includes any characteristics that should be consistent; perhaps the biggest one of all is your logo, which is the face of your brand and should appear in as many places as possible – your website, your press releases, your emails, your advertisements, etc. Color is also an important part of your visual identity, as the primary colors are what make your brand instantly recognizable. Typography is yet another opportunity to support brand recognition and to promote uniformity. Finally, carefully consider your graphic elements. Supporting your content with graphic elements will direct the viewer’s attention to imagery that can later be easily recalled.

Brand Voice – Your tone of voice both embodies and communicates your brand’s personality and values. By definition it’s the purposeful, consistent expression of a brand through words and prose styles that engage and motivate. Make no mistake; what you say is just as important as what you show.

Just as every brand identity is different, every kit is unique to that business. Remember, your goal is to promote a singular brand identity that is clear, concise, and impactful. Once you’ve established your brand identity, you’ll be well on your way to creating content that will captivate your audience, educate or inform them, and compel them to act.