The power of branding: How to build a memorable brand
In an increasingly fragmented digital world, consistency is key to building a strong and memorable brand. Branding content allows us to create a unified brand experience across all customer touch points. By personalising our content and tailoring our communication to the needs and preferences of our audience, we can build stronger, longer-lasting relationships. In this article, we will guide you through the fundamental principles of content branding and provide you with the tools you need to create a successful strategy.
TABLE OF CONTENTS
What is branding content and why is it important?
Branding is the process of creating a unique and memorable brand identity. It involves building an emotional connection with consumers through all points of contact with the brand.
It is any type of content that communicates the values, personality and mission of your brand. It goes beyond simply promoting products or services, it seeks to connect emotionally with your audience and build loyalty.
Branding content is the vehicle we use to bring that identity to life. Through stories, images and coherent messages, we reinforce the perception that consumers have of our brand.
The pillars of content branding
The pillars of content branding are the foundation on which a solid and coherent brand identity is built. Branding requires a well-defined content strategy to stand out in a saturated market. These fundamental pillars will help you create messages that resonate with your audience and reinforce your positioning in the market.
Consistency
It is the key to making your brand recognisable and memorable. By maintaining a consistent tone of voice, visual style and messaging in all your communications, you will create a unique and strong identity.
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Tone of voice: Define a tone of voice that is authentic and reflects the personality of the brand.
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Style guide: Create a document that serves as a reference to maintain consistency in the use of language and expression.
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Visual style: Maintain a consistent aesthetic across all content pieces.
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Colour palette: Define a palette that evokes the emotions and feelings you want to convey.
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Typography: Choose fonts that complement your visual style and are easy to read.
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Iconography: Use graphic elements that are recognisable and reinforce your message.
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Messaging: Ensure that all messaging is aligned with brand values.
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Brand values: Make sure each piece of content reflects your company's core values.
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Brand promises: Deliver what you promise your customers.
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Storytelling: Use stories to connect emotionally with your audience and make your brand memorable.
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Importance
It's about understanding your audience and providing them with content that is valuable and useful. By creating relevant content, you will not only capture their attention, but also build brand loyalty.
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Understand the audience: Research consumers' interests, needs and pain points.
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Personas: Create detailed profiles of your ideal customers to understand their habits, preferences and motivations.
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Analytics: Use analytics tools to measure engagement and adjust your strategy.
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Create valuable content: Provide useful and entertaining information that solves problems or satisfies needs.
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Educational content: Offers guides, tutorials and useful tips.
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Inspirational content: Share success stories, case studies and testimonials.
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Entertaining content: Use formats such as infographics, videos and memes to capture attention.
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Quality
Quality content is essential to convey professionalism and credibility. By investing in production and optimisation, you will ensure that your content is engaging and easy to consume.
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Professional production: Invest in quality design, writing and editing.
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Creative team: Invest in professionals to help you create high quality content.
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Tools: Use specialised software and tools to improve the quality of your pieces.
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Optimisation: Ensure that content is easy to consume and shareable.
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SEO: Optimise your content for search engines.
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UX: Make sure your content is easy to find and navigate.
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Format: Adapt your content to different platforms and devices.
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Steps to creating effective branding content
Creating effective branding content is critical to building a strong and memorable brand in today's marketplace. By developing a coherent and engaging content strategy, you can connect with your audience, strengthen your reputation and achieve your business goals.
1. Define your brand
Defining your brand is like creating a roadmap that will guide you in all your marketing and communication decisions. It is the process of giving your business a personality, a purpose and a unique voice.
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Mission and vision: What is the purpose of your brand, what do you want to achieve in the long term? It is your long-term aspiration, the ideal image of your brand.
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Values: Your values are the fundamental principles that guide your actions and decisions. They are like a compass that guides you in times of uncertainty.
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Personality: Your brand personality is the expression of your identity through communication. It is the way you want your customers to perceive you.
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Target audience: Knowing your target audience is essential to creating messages that resonate with them.
2. Create a content strategy
Una estrategia de contenido bien definida es el pilar fundamental para alcanzar tus objetivos de marketing. Al planificar y ejecutar tu contenido de manera estratégica, podrás conectar con tu audiencia de manera más efectiva y lograr un mayor impacto.
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Objectives: Before you start creating content, it is crucial to define your objectives. This will help you focus your efforts and measure your success. Some common goals include:
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Increase brand recognition: Make more people aware of your brand and associate it with certain values or attributes.
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Strengthen reputation: Build a positive and trustworthy image of your brand, positioning yourself as a leader in your industry.
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Generate leads and sales: Connect with potential customers and convert them into buyers.
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Channels: The channels you use will depend on your audience and your objectives. Some of the most common channels include:
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Identifying your target audience: Knowing your audience is essential to creating relevant and engaging content.
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Create buyer personas: Develop detailed profiles of ideal customers.
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Demographics (age, gender, location)
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Psychographics (interests, values, lifestyle)
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Behaviour (buying habits, preferred channels)
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Segment your audience: Divide your audience into smaller groups based on their characteristics and needs. This will allow you to personalise your content and target each segment more effectively.
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Editorial calendar: An editorial calendar will help you maintain consistency and plan your content in advance.
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Plan ahead: Establish a calendar with publication dates and topics.
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Maintain consistency: Publish content on a regular basis.
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Format: Your content should be relevant, useful and engaging for your audience. Some types of content you can create include:
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Blog articles: Offer valuable information and solve your readers' doubts.
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Videos: Create tutorials, interviews, product demonstrations, etc.
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Infographics: Visualise data in a clear and attractive way.
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Podcasts: Offer in-depth audio content.
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Webinars: Give live presentations on relevant topics.
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Case studies: Show how your products or services have helped other customers.
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3. Develop valuable content
Creating valuable content is much more than simply publishing something on the internet. It is an opportunity to educate, entertain and inspire your audience, strengthening your relationship with them and positioning yourself as a leader in your industry.
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Stories: Tell the story of your brand and how it can help your customers.
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Useful tips: Offer relevant and valuable information for your audience.
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Entertaining content: Use humour, stories or creative formats to capture attention.
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Engaging visuals: Images and videos are key to getting your message across.
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Consistency: Maintain a consistent visual and writing style throughout your content.
4. Promote your content
Once you have created valuable content, it is essential that you share it with your audience. Promotion is the key to getting your content seen and generating the desired impact.
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Social networks: Share your content on the platforms where your audience is.
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Email marketing: Send newsletters with your best articles.
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Collaborations: Work with other influencers or brands in your sector.
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SEO: Optimise your content so that it is easy to find in search engines.
The importance of branding in paid media
Paid campaigns in the upper funnel are essential to build a solid brand foundation. Their main objective is to generate top of mind and recognition, getting the message to as many people as possible. When working with broad, cold audiences, creatives need to be impactful and memorable, presenting the brand in a clear and concise way. Platforms such as Meta, TikTok, YouTube and various display networks offer a wide range of formats (videos, instant experiences, banners, etc.) to achieve this goal.
By measuring metrics such as reach, impressions, frequency and video view-through rates (VTR), we can evaluate the success of these campaigns and optimise them to maximise ROI. In short, paid in the upper funnel is a powerful tool for building a strong and lasting brand.
Types of branding content
Branding content is the fundamental tool for building a strong and lasting relationship with your audience. By creating content that is relevant, engaging and authentic, you can position your brand as a leader in your industry and build customer loyalty.
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Brand narratives: Stories that connect emotionally.
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Origin stories: Tell how the brand was born and what its values are.
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Success stories: Show how the brand has helped customers.
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Testimonials: Give a voice to satisfied customers.
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Educational content: Articles, tutorials and guides.
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Blog articles: Provide valuable information on topics relevant to the audience.
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Guides and tutorials: Help consumers solve problems.
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Webinars and podcasts: Offer more in-depth and interactive content.
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Visual content: Infographics, videos and social networks.
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Infographics: Present data in a visually appealing way.
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Videos: Create explanatory, testimonial or behind-the-scenes videos.
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Images: Use high quality images to illustrate the content.
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Examples of successful brands and their content strategies
Desigual
The case of Desigual x Nathy Peluso is an excellent example of how a strategic collaboration and a solid content strategy can revitalise a brand and attract a younger audience. Desigual, looking to rejuvenate its image, partnered with charismatic singer Nathy Peluso to launch a capsule collection that reflected the artist's energy and authenticity.
Key strategies:
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Collaboration with influencers: The partnership with Nathy Peluso and the use of content creators on TikTok were instrumental in generating buzz and conversation around the collection.
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User-generated content: Encouraging user participation broadened the reach of the campaign and generated greater engagement.
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Content personalisation: Tailoring content to each platform and audience segment allowed for a deeper connection with followers.
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Coherent narrative: The story of the collaboration was the common thread throughout the campaign, creating a memorable and authentic narrative.
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Strategic Paid media: The use of paid advertising on platforms such as TikTok and Meta allowed for a broader and more targeted audience to be reached.
Outstanding results:
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Significant increase in followers: Desigual managed to attract a new young audience, expanding its follower base.
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High engagement: The content generated reached a high level of interaction, with millions of reproductions and thousands of likes.
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Brand positioning: Desigual was positioned as a more modern and relevant brand.
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Return on investment: The campaign achieved outstanding results with an efficient budget.
Chiquilín
The case of Chiquilín is an excellent example of how a traditional brand can use a digital platform like TikTok to rejuvenate its image and connect with a new generation of consumers. Chiquilín, an iconic biscuit brand in Spain, decided to harness the power of TikTok to launch its new design, combining tradition and modernity.
Key strategies:
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TikTok Ads Manager: TikTok's advertising platform was used to accurately reach the target audience.
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In-Feed Ads: Ads were integrated naturally into the users' feed, maximising visibility.
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Creative concept: A Chiquilín character dancing to current music was the key element to capture attention.
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YouTube redirection: Users were directed to a full brand display on YouTube for a more immersive experience.
Outstanding results:
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Massive reach: The campaign reached more than 1.3 million users, far exceeding expectations.
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High click-through rate: 0.75% of users clicked on the ad, demonstrating high interest.
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Recognised success: TikTok highlighted this campaign as an example to follow.
Unicef
UNICEF, a global children's organisation, wanted to express its gratitude to donors who supported them during a particularly challenging year. To do so, they launched the THANKATHON campaign.
Key strategies:
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Clear and moving message: The core message ‘You make wonders happen’ connected emotionally with donors.
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Visual creativity: A variety of visual materials, from videos to still images, were created to convey the message effectively.
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Adaptation to different platforms: The campaign was spread across multiple social platforms, reaching a global audience.
Outstanding results:
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Global success: The campaign had a strong impact in several countries, strengthening the link with donors.
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Increased engagement: The campaign is expected to have generated greater donor commitment and loyalty.
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Brand reinforcement: UNICEF consolidated its image as a grateful organisation that is close to the people.