Content creation
Brand copywriting
Brand copywriting refers to the act of writing text for the purpose of explaining or promoting brand content in a defined tone of voice.
‘Branded content’ can refer to a number of marketing terms such as original content, content marketing and native advertising. These topics each trigger a range of meanings and interpretations, however, the common theme that unites them is the drive to produce ‘content’ for a brand. The role of new and original content has grown hugely in the last few decades partly due to increasing audience awareness and the exponential growth in the amount of marketing content we consume. In addition to this, the number of ‘touch-points’ that a brand might have (i.e. the moments where a brand comes into contact with its audience) has also greatly expanded. In previous decades a brand might have undertaken print and TV advertising campaigns alongside their packaging design. Today’s landscape includes social media, websites and other digital platforms as well as a huge array of print, digital and experiential touch-points. This increase in quantity has resulted in a need for brands to produce fresh material to help them communicate their message effectively.
This leads us to topics such as content marketing and native advertising. These primarily focus on building brand awareness through non-conventional, indirect and often sub-conscious means. This kind of exposure might take the form in settings such as product placement in TV and film, campaigns and written articles. For more information on this type of content strategy, you can click here to read an article produced by the incredible Mission.org.
In terms of ‘content creation’, we define this as the elements required in order to tell a specific story. These elements have a shelf-life and should form part of a robust brand strategy. For example, if Apple produces a new iPhone every year, they will also need to produce photography, video, copywriting and other assets to let consumers know. This differs from brand identity assets such as a brand logo or typeface as those do not typically have a pre-defined shelf-life and should be used across all applications.
Content creation covers a wide range of new and original brand content. Some examples of this are:
Brand copywriting refers to the act of writing text for the purpose of explaining or promoting brand content in a defined tone of voice.
Brand illustration refers to the process of visualising an image or idea as part of a wider visual system.
Brand photography refers to the creation of an image that represents a brand, service or product as part of a wider visual system.
Social media content is a type of digital media created for platforms such as Facebook, Pinterest and Instagram.
Brand animation is the process of creating animated brand elements that are both visually appealing and communicate something about a brand.
Brand film is the process of planning, capturing and editing film for the purposes of brand building.
New and original content is a key consideration for brands that need to keep their messaging fresh in the minds of their audience. A recent study by the World Media Group has discovered that a content-driven campaign that comes from a brand perspective can increase engagement by up to 34%. For example, blog articles or podcasts that are produced by a business not only help to indirectly drive sales but also build brand recognition and understanding.
An effective content strategy, as defined during the brand strategy phase of the branding process, will identify the type of content that should be created, what its shelf-life should be and how regularly it will need to be replaced.
If your business would benefit from a fresh approach to content creation, please get in touch and we will be happy to advise on the best route forward. We recommend that a strong brand identity is defined to ensure all printed, physical and online materials are unique, consistent and effective.
We partner with ambitious businesses to breathe new life into their brands, products and services. If you have a vision for your business, we’d love to hear from you.
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