The Importance of On-Brand Content | And How to Create It!
What do you want potential clients to think of when they think about your business? What emotions do you want them to feel when they see your products or read your messaging? What do you want clients to associate with your company?
A brand is more than a logo: it’s a combination of elements (such as fonts, colors, tone of voice, personality, and more) that expresses who your company is, what it stands for, and sets it apart from the competition.
When your branding is consistent, customers know what to expect from you. It also leads to stronger brand recognition and higher company value. On-brand content is a vital component of your digital marketing strategy.
So how do you create on-brand content?
In addition to showcasing your products, photos should include a color scheme and style that are consistent with your brand. This contributes to a cohesive look and feel in your marketing materials.
Let’s say you want to create content for social media. Do you want light and airy photos with soft hues? Bold photos with vibrant colors? Photos with a moody vibe and dark hues? The possibilities are endless, but not all of these photos are going to be the right choice for your specific brand. If your brand is bright and cheerful, it may confuse your audience to see dark, shadowy pictures. Effective photos highlight what makes your brand unique while keeping the same look and feel as the rest of your branding.
You’ll also want to avoid using stock photos when possible. It can be tricky and time consuming to find quality stock photos that align with your brand and don’t seem cheesy, staged or fake. Plus, you run the risk of using the same photos as other brands, making it harder to differentiate yourself.Your customers want to get to know the real, authentic you, which is why it’s best to opt for custom photography.
The importance of staying on brand applies to creating graphics, too, such as those quote graphics you often see on social media. You’ll want to use colors and fonts that make sense for your brand. If your brand has a more serious tone, you probably won’t want to create a graphic with a whimsical font. If your brand is fun and playful, using Times New Roman font and dark hues won’t give off the right look and feel for your business.
Make sure the quotes (or whatever phrases you decide to use) are aligned with how you want your brand to be perceived, too. For example, if your brand is family friendly, you probably won’t want to use copy littered with curse words. (But if your brand is a little sassy or edgy, go for it! It’s all about knowing your audience and knowing your brand.)
On-brand content ensures you’re putting your best foot forward and presenting your company in the way you want to be seen. It helps your audience understand who you are, what you offer, and builds trust with consumers.
Creating on-brand content can take up a ton of time and energy. We get it. That’s why we provide content creation, photography, and graphic design services to ensure your digital marketing is on brand and effective, letting you get back to doing what you love: running your business. Book your free strategy call!