There are many components that make up a brand strategy, and the fundamental pieces of a brand go far beyond the company’s logo. While a well established brand can be immediately identified by a company’s logo or trademark alone, these images are no more than symbols of a promise to the consumer. A logo signifies to a customer that they can trust the value of the product because they already recognize the brand, but it does not encompass the whole of the brand itself. Without a clear marketable message, a logo is no more than a picture. In order to become memorable, a brand must first take on its own personality – its own voice.
A successful brand has a voice that has been shaped to match its target market, such as the witty, sophisticated voice of Apple, or the fatherly tone of Home Depot. It’s the technique CoverGirl cosmetics has used to sound like your best girl friend, and the method by which Publix Super Markets has grown to become a favorite among upper middle class grocery shoppers.
How are these ultra successful brands able to create such a distinct and cohesive brand identity? This is mainly achieved through lots of high quality copy within their advertisements. However, as the internet claims its place as the leading form of media, crafting a consistent message within your web content has become more important than ever.
Web content writing can make or break your brand. For example, plenty of high quality, well researched and search engine optimized content can help improve your brand’s appeal. Great content can attract new customers by not only proving your competency within your industry, but it builds trust in the eyes of the consumer. Content tailored to your brand’s personality will help you craft a more cohesive and polished brand identity. However, poorly written, error-filled, keyword-stuffed and “fluff” content will detract from your brand and cause customers to doubt your abilities.
Content writing completed by skilled writers does more than simply fill your site with eloquent wording – it drives your customers to act. First, content writing directs customers to the site with strategic and legitimate search engine optimization tactics, such as organic keywords and back links. The content should also include an engaging tone that matches that of the brand’s identity to keep the reader interested.
Secondly, content writing offers potential customers the well-researched information they’d been seeking. Lastly, content writing provides a compelling and irresistible call to action – which generally encourages the reader to invest in the product or service without using blatant sales speak. Unlike a sales pitch, content marketing helps a company build rapport with its customers, and this rapport ultimately builds both brand recognition and consumer confidence.
Despite the fact that content marketing is incredibly effective (according to a case study by Marketing Sherpa, content marketing strategy lead to a 40% boost in revenue), some companies are still spending thousands of dollars each quarter on traditional and increasingly outdated marketing tactics. Unfortunately for these companies, this is not only a waste of money, but also prevents them from reaching many of the newer, internet savvy audiences. Luckily for the content creation company, this marketing method is continuing to grow more powerful.
Now please share with us – how has your company’s brand recognition improved or grown since you began using web content marketing techniques?