We have previously analyzed how companies build a brand image that is inconsistent with their identity due to poor management of content, marketing and communication strategy.

However, it is possible to build a successful brand if we balance our strategies and tactics.

Balance Brand Content Chart

As we have seen, brand image is built with every tactic, whether we like it or not. However, only those who know how to keep the focus on the end (creating a brand strategy) and not on the means (creating a content strategy) will be able to build an identifying, relevant, differential and constant brand.

When creating a content strategy, it is necessary to maintain a perfect balance between several factors:

1- Why? (Identity). Everything you say and do must respond to a brand essence, an idea, a positioning. Be meaningful and aspirational.

2- What? (Relevance). It must offer what society demands and needs. It should be helpful and responsive to your concerns and the needs of the environment and community in which you live.

3- How? (Difference). In such a saturated market where information overload reigns, the more innovative what we offer, how we communicate and demonstrate it, the easier it will be to differentiate, position and be remembered.

4- How much? (Constancy). It is necessary to keep the essence impregnated as long as possible so that the construction of the brand image is progressively more coherent.

 

Consequences of Content Strategy Imbalance

If we do not manage to reach the balance, we may face serious consequences:

1- Creating a brand from the sole perspective of WHAT will make us relevant, with useful, practical and in-demand content. But, on the other hand, it won’t be differential, we won’t show a unique essence and we can fall into aimless variations from time to time.

Example: How many travel blogs do you know? The audience wants recommendations about places and experiences, no doubt. But, building a brand only focused on offering these types of tips can make your message get lost in the saturated maelstrom of media. In this way, brands such as Skyscanner (flights, hotels and car rental) or EF (language academy) within offering different products, have blogs with travel recommendations.

2- Creating a brand under the sole perspective of the HOW will probably lead us to stand out, attract attention and generate notoriety. However, we will be building a soulless plan, which will change according to trends and may not even become relevant to the audience, beyond the enjoyment and temporary amazement of the experience

Example: Many brands manage to generate virals thus obtaining high notoriety for a short period of time. We check it out with the Rise of “funny” Community Managers” in which, yes, some brands such as Media Markt had their own personality at all points of contact but others such as Alcampo joined the trend without really being very clear that this attitude responded to their essence.

3- Create a brand from the sole perspective of WHY It will lead us to build a truly unique, ambitious project, for which our entire team will work with pride but we may fall into “product blindness”, that is, not taking into account the environment, trends, the real demand of the audience, the competition and not knowing how to differentiate how we communicate our objective from the rest of the agents that also include it in their essence.

Example: There are several instant messaging services that, in essence, are building truly meaningful brands: Telegram, Line, Wire… However, despite the fact that each one has a clear positioning, do you really think that they are knowing how to compete against the leader Whatsapp, communicating in a differential way and understanding the demands of the audience?

4- Create a brand from the sole perspective of the HOW MUCH It will take us to have a brand that is always visible, active and present on a day-to-day basis but without any defined objective, without attending to the real needs of the audience and with an attitude of “being there for the sake of being” that can become a hindrance.

Example: The indiscriminate remarketing used by many brands shows that sometimes, insisting and remembering can be annoying and counterproductive.

Conclusion

Before you can fly, learn to crawl. Don’t confuse the means with the end. Understand what content you offer (society demands it), how you offer it (identify, differentiate), why you offer it (essence and commitment to the environment) and for how long you offer it (consistency, facilitates understanding) in order to build an identifying, relevant, differential and constant brand.

 

Ruben Gonzalez-Roman Quignon

Brand Consultant at Branward®

Photos: Shutterstock