Now these days, a brand without a purpose no longer counts. But purpose alone isn’t enough. The purpose needs to be authentic & sincere. And proof for your purpose is a necessity. Sooner or later, your customers will know when your purpose is just a marketing tric. This is because a lot of brands still use traditional advertising strategies as building blocks for their marketing. For the long term this strategy doesn’t last.
There are several ways to accomplish your marketing (branding, positioning, advertising & promoting your products). A lot of companies are still doing this the way they did for many years. Once in a while an advertisement in a magazine. Maybe sometimes an interview or review in a magazine. Maybe a Facebook page. At least some Instagram exposure. And of course the website. They completely forget to really build their brand!
What we want to discuss here is to let content be leading in your overall marketing to build successfully your brand. A very effective & sustainable way to do this, is following a few steps.
The story/narrative of your business
The first step is writing the story (or even better: narrative!) of your company (or yourself) as the starting point for all future expressions. If it is about your company video, advertising, an infomercial, editorial or whatever, it should be based on this story to express a consistent message to your customers and prospects.
If the story is genuine, authentic and sincere, content as the starting point guarantees that your target audience/customers/prospects are getting your undivided attention.
However, the story needs to be told. This is the difficult part. You need a context, purpose & goals. These will determine the various chapters for telling the story the right way. A key element is your branding.
Branding & Purpose
A strong authentic & sincere purpose, determines the success of brands & companies. Especially in crowded markets, like Europe, brands with a successful implementation of a powerful purpose stand out and show a faster & sustainable growth. In this article we talk about branding!
A strong purpose, however, needs content. Stories that indicate the purpose, deepening the argumentation. And, most of all, proving the purpose.