If you took your brand’s name and logo out of your content, would your community still recognize the content as yours? For many content marketing teams, the answer is “no”—and we want to explain why that is an issue and how to fix it.
In this #ContentChat recap, Erika joins Melanie Graham (@MG_Content), content marketing manager at Gemtem Health, to discuss how to achieve consistency in your content branding. In this recap, you’ll learn how to define your brand voice and create a content style guide and messaging framework that empowers all creators in your company to reinforce your unique branding.
Read through a few highlights from the conversation below, and listen to the full recording here.
Q1: What is meant by consistent branding when it comes to content? What are the elements of content branding?
A consistent brand carries the same voice, tone, style, and visual identity across all content.
A1a: Consistent branding means your brand has the same voice, tone and style across all its written content and the same themes and color schemes across visual content. #ContentChat
— Melanie Graham (@mg_content) April 17, 2023
A1b: One way I like to think of consistent branding: If you removed your logo/company name from all of your content, would your audience still recongize it was your brand? #ContentChat
— Melanie Graham (@mg_content) April 17, 2023
A1. Consistent branding when it comes to content is consistency in;
👉Tone of voice
👉Messaging
👉Brand identity
👉Customer persona
👉Customer journey#ContentChat— Shruti Deshpande 🇮🇳🇬🇧 (@shruti12d) April 17, 2023
Erika uses Super Bowl commercials to explain the importance of consistent branding. Listen to the audio recap for more on that, and to hear Erika explain how an awful experience with Chewy customer service felt like a “gut punch” and contradicts their historically inclusive brand voice.
“I think a great example of [the importance of consistent branding] is the annual Super Bowl commercials. If you asked people who weren’t already customers of whatever brand ‘who was the company that sponsored the ad,’ frequently people don’t know. And that’s because [the commercial] wasn’t consistent with [the company’s] branding, in addition to going out to an audience that isn’t the right audience. It’s absolutely critical to focus on having that consistent content branding, and having it go beyond just the logo and brand colors being on everything.”