Unlimited access to sources of information and entertainment has completely changed the relationship between the public and the media, between consumers and brands.

Today it is very easy to understand why less invasive and more attractive connection alternatives than conventional advertising have been imposed, capable of creating content linked to the brand with informative or entertaining edges, but above all designed to provide value to customers. And, of course, in a way that is consistent with the brand’s objectives.

Branded content, branded content, breaks with traditional communication. It is a meeting place where delicacy prevails and whose main objective is that the interlocutor searches, consumes and shares content that is attractive to them and with which they can feel identified. In this way, the brand is ultimately so integrated into that content that the viewer does not seek to avoid it, but rather consumes it without complexes.

Branded Content is very effective in conveying emotional bonds between the brand and people, and that is precisely the essence of branding

. Branded content allows you to focus on the values and meaning of the brand, not necessarily on its products or services.

Branded Content vs Content Marketing

The content must be based on the brand’s DNA and seeks to share valuable information related to the brand in order to strengthen the relationship ties with customers. Content marketing refers to the tools used to achieve this. You could say that while the former promotes an emotional response, the latter promotes a call to action.

Content Plan vs Brand Plan

Since content is part of the brand’s DNA , before a content plan you need a brand plan, a brand strategy. You must find what identifies you, the reason for your reason for existing as a brand and then think about what to communicate and how to communicate it.

How do I reach more audiences (notoriety)? What kind of content do I offer my audience (relevance)? How can I motivate, build an attitude and build loyalty? All of these questions should only be asked as long as we have first answered the main question: Why do I exist? What am I offering in a relevant way to my audience? It is clear that brands that are built solely by investing in communication end up acting aimlessly and falling into undifferentiation.

Therefore, if you intend to create a content strategy, it is necessary to maintain a perfect balance between several factors:

  1. Why? (Identity). Everything that is said and done must respond to a brand essence, an idea, a positioning. Be meaningful and, to some extent, aspirational.
  2. What? (Relevance). The brand must offer what society demands. It must be useful and respond to the concerns of customers and the needs of the environment in which it operates.
  3. How? (Difference). In such a saturated market where information overload reigns, being or showing yourself to be different is essential to stand out.
  4. How much? (Constancy). Linked to coherence, it facilitates the construction of a brand image over time.

A balance between these 4 factors is absolutely necessary. Creating a brand under the sole perspective of WHY can lead us to have great meaning but that doesn’t really matter to anyone. Creating a brand under the sole perspective of the WHAT will make us relevant, but it will not be differential. Creating a brand under the sole perspective of the HOW will probably lead us to stand out, but we will be building a soulless plan that will change according to trends and that might not even be relevant. Creating a brand under the sole perspective of HOW MUCH can give visibility but without bringing us closer to a business objective.

Steps for defining a Branded Content strategy

  1. Part of the brand strategy

Contrast the brand’s values, positioning, purpose, and personality. Get inspired by the brand’s territory.

  1. Define the tone of voice

According to the personality of the brand, it is necessary that you define the tone of voice, the way in which the brand expresses itself verbally, both orally and in writing.

  1. Check out your competitors

Identify and review what other brands competing in your space are doing. Find out what they don’t do and fill in that space.

  1. Decide on the channels you’re going to use

Identify where your customers are and what you want to tell them. Diversify your actions so that you don’t get repetitive and decrease efficiency.

  1. Promote your content

Make sure your content corresponds to the 4 factors outlined above: Identity, Relevance, Difference, and Consistency. Also, make it easy for your content to be shareable, use keywords. Use the tools that the different platforms make available to you.

  1. Measure your campaigns

Analyze the data generated by your campaigns. Identify the most appropriate KPIs:

  • KPIs in Branding: brand recall, spontaneous mention, etc.
  • Engagement KPIs: audiences, leads, queries, engagement, web analytics, sales, etc.

At the center of it all are the stories that humans have been telling since the days when they lived in caves. They have helped communicate ways of survival, comfort the mysteries of life, convey beliefs and values, and even provide entertainment. These stories provide an opportunity for people to recount their own experiences and generate shared feelings with those around them. Stories dress up facts with emotion. Therefore, storytelling inspired by what the brand stands for is a way to engage the audience with memorable messages with greater impact than telling the facts themselves. What is the story your brand shares?


Carlos Puig Falcó
CEO of Branward