In today’s information-saturated world, creating a unique brand identity is essential. The digital era has changed business communication. Amidst this change, a clear brand identity can make your company stand out. Let’s explore how to shape your brand and express its voice.
Why give a brand its identity?
Significance of content standards
Content standards refer to guidelines and principles that shape a brand’s communication and interaction with your audience. These standards maintain consistency and clarity in the brand’s identity and messaging across all channels.Returning to the brand identity example from the video in the previous section, here are some reasons why content standards significantly shape your brand.
Set content structure using guidelines
Guidelines serve as blueprints, they give your content shape and consistency and provide detailed advice for various parts of content creation. In other words, they help content creators understand what’s expected of them. Plus, you can use guidelines to control other parts of your content, such as:
Naming conventions
Accessibility guidelines
Character limits
In Kontent.ai, you can set guidelines whenever you create a content type and provide them within your elements inside the content type. You’ll soon dive deep into how you can create your guidelines in the following lessons.
Maintain brand charisma through the style guide
Style guides provide rules for writing, designing, and branding to ensure consistency in communication. They’re vital in presenting your brand’s content. Attributes of style guides are:
Format – your designers can focus on visual aspects of your content, such as font types, brand colors, or layout. Your brand’s visual identity uses the format to maintain consistency across all channels and marketing materials. Your content creators, on the other hand, can focus on the writing format, such as headings hierarchy, highlighting specific information using bold or italic, keeping within the recommended maximum read time, and so on.
Style – defines the writing style your brand can adopt. Style addresses writing aspects such as sentence structure, grammar, and punctuation. Consistency in the writing style helps maintain the brand voice.
Voice – reflects the brand’s unique personality, similar to a person’s voice, which doesn’t change. Your brand voice includes the choice of words and formality, which shows your brand’s values. The voice sets your brand apart from others.
Tone – This is the mood expressed in your brand’s voice for different types of communication. For example, your website content might use a professional tone to build trust and credibility. But your social media posts might use a conversational and friendly tone to engage with your audience genuinely.
Brand appearance, upheld by visual consistency, is key to earning the audience’s trust at first sight. A consistent brand appearance across all channels boosts recognition and engagement. The visual aspects of your brand – the logo, colors, typefaces, or images act as unique identifiers. When used consistently, they showcase your brand’s credibility and professionalism.
How your brand communicates is crucial because it shows how it talks to the audience with purpose and meaning. A clear, compelling message that resonates with your audience establishes a strong connection. The communication always reflects your brand’s:
Voice and tone
Values
Vision
Mission
Creating content that effectively communicates your brand message is no small task. It requires a deep understanding of:
Your branding guidelines
Audience preferences
Marketing objectives
Your team should represent and communicate your brand’s stance, values, and mission coherently and consistently. This nurtures familiarity and reduces confusion that may drive away your audience.
In omnichannel marketing, your brand’s content needs to be adaptable. Having a flexible strategy that covers various channels is essential. It’s much like dressing your brand’s content appropriately for different channels – be it social media, websites, emails, or in-store advertising. Maintaining the fine line between consistency and adaptability can help you effectively reach and engage with your target audience across these channels.
In today’s saturated markets, brands compete for attention. A brand defined by consistent content standards can provide a competitive edge.Consistency in your content’s voice, tone, and style helps build a unique brand identity. Adhering to content standards helps make your audience loyal, improves business outcomes, and crafts a unique brand experience.
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