Content though underestimated holds a great importance for your brand building and its online reputation. With the digital marketing becoming significant and the increasing number of consumers online – brands are realizing it is important to have a strong online presence. Just reaching to the worldwide web through a website is not enough anymore. What you need to do is to create an engaging space for the consumers who reach there looking for the relevant product/services. Gone are the days when a website & an email account were sufficient to connect the internet. Now consistency is not enough, the only brands which are working right and becoming better with time are those which are innovating – in service as well as in connections, in reach. Most of the bigger brands stick because they start innovating, offering add-on to the service umbrella and keep coming to the consumers with a newer approach every time. They do it because they know it is important to keep the content evolving. That can only happen if your brand is evolving and both these phenomenon work vice-a-versa. Keep Focus Content can be generated. You can hire content writers, talk about your projects, clients, experiences – all these are the easy ways of content development. Also you can write about the competition, the market scenario, the market trends and changing consumer preferences. While all of the above would help you in learning, you need to maintain focus. Focus on what is the purpose of this content. Are you trying to create a portfolio, an identity online which speaks for itself like a Business Development pitch. If that is the case, you need to check your content. Keep Focus – if the idea is to share information, you can all the above but if the focus is lead generation – focus on solutions. Are you offering a content which signals – your signature services? Does it depict that you could be a choice for a certain specific service? All these answers should come from the content. So, keep focus and maintain that the content takes care of the rest. Make it Relevant Relevance is another significant content strategy. Idea should not be have ample of...
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Each brand has got a voice, the way they communicate, the language they use to convey the message is their voice. Each brand voice out their message loud, they customize it to reach the right people, make it consumer friendly and voice in a way that they get to hear back. A Brand Voice is clearly critical to establish the brand image, to talk about the attributes, to reach the right target segment and to make emotional connections. The Brand voice is very much an influencing factor to the brand image. It instates the Brand Personality, the purpose and its identity. And that is why a brands voice is the ultimate reason behind a people perception about the brand. In your Brand Voice, you need to Stand Out, Speak Loud, Get into the Groove and establish your Brand. A typical Brand Voice shall be implied in the following heads covered: Name / Nickname / Popular Name What a brand is called? How people remember it and what is the name it is best recalled with? For example, Brand Coca Cola is always popularly known and recalled as Coke. Remember, the functioning attribute of the brand Xerox became the synonym for photo-state. That is how the Brand Voice establishes a Brand in the consumers mind. PERSONALITY Check out the Personality of Mc Donald’s, the brand voice is there in all the communications, the brand message, the promotions, the TVC, the restaurant ambience and even the attributes and positioning. The personality suggests it is for – the kids, the youth, the working, the grown-ups and the grandparents. They keep it simple – I’m lovin’ it. And everyone loves it. It is Quick Service Restaurant and it says it in the personality. It’s attributes are simple – quick food and happiness @ very affordable prices. The brand screams to convey the message – it is for all and everyone loves it. Their campaigns voice the brand in different ways to different set of target consumers but their USP remains the same. SLOGAN A Brand Voice is best known with its Catch Phrase. Many a brands are remembered by its tagline, the slogan, the punch-line. Reason, the taglines connect readily with the consumer....
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