Branding and Content
Think of a brand as a personality. People have personalities, and we come to expect certain responses from them as we get to know them. Brands are the same way, which is why clear branding guidelines are central to any content strategy. Branding guidelines tell you who the brand is, what it’s about, how they reinforce those attributes, and what they’re prepared to do for their customers.
If content is a conversation, we need to know who we are before we start talking. When you develop content, which is a shared asset in an organization, you need to know who you are, what you represent, and what personality promise you’re making to your customers. Everyone in the organization needs to know it too, so they can create content that centers on those brand values.
Today we focus in on Margot Bloomstein.
She has some great insights into branding strategies that I think you might enjoy.
Part One : Whoa Nellie Content Strategy for Slow Experiences (slideshow)
Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. We click confirm too soon, confuse important details, or miss a key feature in a
product description. Efficient isn't always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy...
and that’s just right.
Entropy drives discovery, but it requires careful planning in the form of content strategy. Content strategy can identify and support these outliers of user experience. Let’s look at REI, Target, Patagonia, Disney, and others for content strategy that you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty; content strategy can help you control the pace.
In Part Two We Find out the Importance of Asking Why? (audio)