In times of a digital revolution – brands need to focus on the quality of their brand messages more than ever.

The future of communication is digital, and data driven. The digital transformation that we have all experienced in recent months, has forced everyone to rethink the role of digital in our business from all points of view.

This results in into a rush of digital content. Every brand is pushing out texts, images, ads and other types of content. Just in time and every day. The amount of brand messages is flooding our digital channels.

On closer inspection, however, it is noticeable that in this flood of information, fewer and fewer of those brands care about what their messages convey. In the end, there is no red line, we recon different or missing storytelling not to mention a strategic approach for emotional and community targeted story angle.

Every brand-leader must decide whether it’s all about selling products/services or uplifting the brand to a love-brand for the community. But to be honest – people buy brands and not products. They are longing for the top range products, empathize in your brand spirit or vision – and then buy the cheaper range in the end – full of passion. And what if your brand has no relevance at all in a desired target group? You won’t be selling a piece, although you upscaled your performance marketing for those.

The „Content Creator“ helps to align your strategic storytelling in all channels

But how to make the point of a strategic brand message in different channels? You can’t sell products and tell an emotional story in one asset – is an often-mentioned problem. Now you can – with the help of a so called “Content Creator”. It helps you to set up a stringent communication strategy for every purpose and channel. Be it Social Media, PR, an ad campaign, advertorials or newsletters – yes even postings from your external influencers can easily follow your content strategy.

Based on different and common Marketing principles I developed a simple tool to align the most important aspects of your brand in line – fully expandable and easy to understand.

Intention -> Value/Vision -> Mission -> Visual -> Topic -> Needs -> Peers

Once set up and aligned from time to time you will never have to think about what your brand content should look like – and it helps connect your brand to the real and deeper needs of your customers. Because it sets the focus on how to make customers‘ lives better.

Curious about what your brand message looks like after being twisted by the “content creator”?
Please comment, like and subscribe – to find out.