So we’ve all heard of brand name strategies and we’ve all heard of content strategies. But despite what most may think they are not actually the same thing. It’s true that they fall under the same umbrella strategy yes, but in truth their differences are as great as the textures and uses of the shaft vs the canopy, they make up one very useful item but are used and understood differently while at the same time still connecting and supporting each other.
This is the very nature of business strategy when done right. Different components all working singularly in a greater master machine, all independent in their importance yet moving together like cogs in an engine.
So in our quest to oil up those gears, let’s start by examining how they fit together.
Brand Name Strategy
Put simply, a brand name strategy is the outlining design of how you intend to establish and grow your brand. It's the method in which you identify yourself and your company to the world including who you are, what you stand for, what you provide and how you communicate to the public. In essence it’s your company’s profile pic.
Content strategy is the way in which a company executes their proposed brand strategy via content created and released on their business site or advertising.
These two facets are singular in their importance yet work together to create a desired and necessary effect.
The Struggle In Aligning Brand Name Strategy With Effective Content
Unfortunately, in many organizations around the world today, there is a distinct disconnect between content strategy and brand strategy, statistics have shown that less than 40% of marketers even use content strategy in their daily dealings at all.
In most cases the daily grind has truly become a rat race in which pulp marketing is demanded to create a quick product market fit, and instead of focusing on innovative, long lasting marketing creations, content teams are forced to concentrate on only two objectives. Making the product and selling the product, a process that may be quicker but can and does affect the overall quality of what is being achieved.
The problem comes in when demand surpasses supply and the creative become the pressed. On a daily basis marketers are pulled in a million directions each one needing immediate attention and a speedy completion, and with so many needs pulling on your resources how is one to keep up?
While each and every company want to stand the test of time, it’s often time that works against them.
Overcoming These Obstacles And Properly Aligning Your Company
In order to build a strong and long lasting brand name you need to work with intent in everything you do. As the age old saying goes thought leads to planning and planning leads to action, if one does not plan correctly you could end up marching your company right off a cliff, and no you won’t have a parachute! Why not? Because you didn’t think to pack one- hence lack of planning.
A well presented brand and relevant content affects how you do business—and, most importantly, how you’re perceived. A misaligned content strategy not only dilutes but actually damages your brand.
So how can you improve this all important baseline, and where do you even start?
Here are some tactics to set you on your way:
Ensure that your Content Mirrors Your Core Identity
In the business world perception is everything. Simply saying something isn’t going to cut it! Each facet of your company needs to be punctuated with relevance and purpose. There is no better way to achieve this than by utilizing effective content. Content can help your brand when talking about causes you care about or sharing an exciting behind-the-scenes look at your office, it’s the perfect tool to draw people in and get them looking. While also describing who you are as a company in the now as well as who you want to be in the future.
Follow Brand Guidelines Like Dorothy On The Yellow Brick Road
As business owners we all want to reach that coveted emerald city! Gems, prosperity, success, wealth! It’s just unfortunate that none of us have the map, or do we?
In actual fact that is exactly what brand guidelines are. When preserving your brand, consistency is key. Everything your company does should follow your brand’s visual and verbal language, in essence painting a map of where you have been right through to where you plan to end up. A well planned journey is a joy to take and a timeous arrival.
Always Refine Your Content Strategy
No business strategy is immortal, times change and with it your needs and ideas. Because of this it is important to evaluate your strategies and refine them accordingly. Relevance has always been the key factor in keeping with the times and cresting the waves. This is easily achieved by monitoring your website metrics, keep up with the in crowd by researching current trends and elevate your content by including things that make people think.
Assign A Brand Content Manager
If the emerald city was the promised land, the continuance of constant perfect execution would be its garden. In reality for most marketers via being pushed for time or inspiration this is usually not the case. Because of this it is always very beneficial to have a team member in charge of overseeing your content creations in order to ensure they are not only accurate but appealing for their intended use.
Making Success The Very Content Of Your Future Business Relations
Brand names have long been recognised as the basis of a successful company, even going as far as the majority of society swearing by certain brands while others could actually be just as good they are in fact just not as well known. That is the very reason why we do what we do and strive to be fantastic at it. That is the very reason why planning is key and action is reflected in the final product.
At the end of the day if a company has all of its ducks in a row and its content is properly aligned with its brand name it shows. So the next time you find yourself bowing to the pressures and whims of time, buckling under the weight of performing, try taking a step back and looking at the bigger picture.