It is a challenge for most brands to find compelling content ideas. It’s hard if you’re a start-up, but particularly harder if you’ve been doing it for a while.
However, there are infinite content ideas that can help tell your brand story, all you need is a little guidance.
Content is the best way to communicate your brand story to your audience, but how do you make sure that your content is engaging and effective? It starts with remembering what your brand story really is.
Basics of Your Brand Story
There are several ways through which you could tell your brand story and many mediums to help you tell it. Whether you’re creating a campaign, an annual report or a social media post what really matters is that you’re allowing people to get to know your brand.
There are several branches of your brand story, with each helping you connect to your audience in a specific way. These branches include:
- Who you are
- What you do
- Why you do it
- Who you do it for
- How you do it
It is important that when you brainstorm content ideas you consider these five branches, as they will help grow your brand and help it reach its goals. Unfortunately, many brands barely vet their content ideas through this lens.
How to brainstorm ideas?
A cool and creative idea will give your brand that edge, but if it doesn’t fit with your brand story it isn’t the strongest idea. Therefore, it is crucial for brands to brainstorm around those brand story basics. This will help you and your team to narrow your focus and come with better ideas in less time.
Here are five ways to brainstorm around your brand story that can translate into cool content:
Who You Are
Your organisation definitely has a face, as real people work in your office, make your product and run your social media. Giving your brand a face is the best way you can create a connection and show people who you are, what your culture is and what you care about.
This type of content is fun to create because it offers you a chance to work around your brand personality. From behind-the-scenes spotlights to employee showcases and causes your brand cares for. All of this can create some exciting content.
What You Do
There are various ways through which you could showcase your product or service, beyond the traditional sales material. When brainstorming ideas don’t just focus on what your product is and what it does but on how it functions in or improves everyday life.
Consider the unique features that are particularly useful and effective. With a little creativity, you can come up with out of the box ideas to showcase your product or service.
Who Do You Do It For
Your customers are the heart and soul of your brand. These are the people you are creating the content for, in order to sell your product or service. Therefore, think about what type of content will educate, entertain or inspire them
Why You Do It
It doesn’t matter what product or service you deal in. Whether you are a small start-up company or a well-established brand, there’s definitely a reason why you exist. If you’re a home security company you protect people’s property hence giving them peace of mind. If you’re a granola bar company you provide healthy and nutritional treats to people.
Using content to convey your mission is a great way to promote your brand and show people what you really stand for.
How You Do It
People just don’t want to know why and what you do but how you do it as well. Brainstorming content ideas that provide visibility into your product and production process can be quite impactful.
Does your brand use unique technology? Are your materials environmentally and sustainably sourced? This type of content educates and provides insight into the way your business is run, hence providing the transparency that people crave.