Build both brand awareness and customer engagement with these simple tips for brand marketers looking for new ways to produce visual content.
Your customer’s attention is a finite resource. Faced with increased competition for brand awareness in the form of other brands, social media, and mobile games, marketers are inclined to create more content. That instinct, with no other considerations, is often wrong.
For most brands, creating more of the same isn’t enough. If brand awareness and customer engagement are lacking, it’s likely that the types of visual content needs to be revisited. Most people choose to consume content through apps and mobile news feeds. When you increase volume without addressing how to help your brand stand out in those feeds, you only waste resources.
To create successful campaigns, marketers need content that supports the following three objectives:
- Uniqueness — Content used for videos, advertisements, and other collateral must stand out to the customer.
- Identity — All visual content should align with a consistent identity so as to easily recognize your brand.
- Optimization — Use analytics effectively to support the creation of unique content that delivers great results.
We’ll look at each in turn.
Driving Brand Awareness Through Unique Content
Image via Elena Dijour.
A piece of content isn’t “new” if it looks like every other image or video your customer has seen before. Brand awareness suffers when content and ideas are bland, uninspiring, or overused. Even if your customer hasn’t seen that exact creative before, they’ll feel like they have and they won’t associate your brand with the content.
Content that is bold, interesting, and creative stands out from competing updates. Consumers appreciate it when marketers take the time to produce content that’s unique, and are more likely to engage with brands that show personality.
Businesses that use unique, high-quality visual content receive many benefits.
- Perception of Quality — If you look better than your competitors, they’ll think you are.
- Word of Mouth — Customers share and talk about truly creative advertisements.
- Improved Branding — Unique content expresses your brand’s core values more effectively.
- Decreased Ad Fatigue — Customers see thousands of ads, but fresh content makes people stop and look.
However, creating unique content doesn’t require custom photography or videography for every one of your campaigns. You can use creative services that house libraries of unique or hard-to-come-by assets to establish your own brand identity. You can also subscribe to custom creative solutions to build your own library of authentic content that’s completely unique from your competitors.
Building the Brand’s Identity with a Consistent Style
Image via Gustavo Frazao.
Have you ever watched an advertisement and immediately known the brand it represents, even before the logo pops up? That’s a good sign that a brand has a solid visual identity in place. Creative nuances that associate a brand with certain feelings and experiences help the mind make the association. Think of content produced and promoted by brands like Gap, Coca-Cola, and Apple.
Your visual identity might begin with a logo, but it doesn’t end there. Your color palette, typography, and even the style of your videos and photos are all keys to building a consistent brand identity. Essentially, anything that can represent the look and feel of the brand influences its visual identity.
Customers get confused when there’s no consistency. It’s harder for them to recognize your content, and it’s difficult for them to determine what your brand represents. Consequently, you struggle to increase brand awareness or boost customer engagement. Your brand becomes diluted, and customers are less likely to buy from brands they don’t understand.
On the flip side, businesses with strong and consistent identities benefit from increased brand awareness, greater trust, and authority. Customers can recognize the brand, articulate what the brand represents, and comprehend a consistent style or message that resonates with their needs.
Using Data to Optimize Content
Image via Olivier Le Moal.
Unique creative content and data-driven insights aren’t always happy partners. How can creativity, the act of making something new and unique, work with data, which measures the success of that which has already been made? Finding a balanced answer to this question is critical for the long-term health of the brand.
To put it simply, creative cannot ignore data. Use information from previous marketing campaigns, content collateral, and your audience profiles to optimize your future content plans. CTR, ROI, and other statistics are vital pieces of data. Use those numbers to establish logical assumptions about the effectiveness of your content and your audience’s perceptions towards your brand identity.
In some instances, your data will tell you to experiment with your creativity. Every new campaign is an experiment to see what will resonate with your audience. You can also conduct thorough A/B testing to compare a new creative decision with a past piece of content and measure performance based on the results. The data from those tests could even influence the future of your brand identity. If a new idea strikes a chord with your customers, you’ll know about it. You can optimize your visual identity in hopes of further improving brand awareness and customer engagement across all of your campaigns.
Top image via Dmitry Tkachenko Photo.
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