March 30, 2023

Content and your brand: A relationship worth nurturing

Content content content. It’s a word that we’re all fairly familiar with these days. And thank goodness for that, because without content you really haven’t got much to work with to develop your brand…

Think of it like this:

  • What’s an incredible website without content? Not a lot.
  • What’s a huge email database without content? Nothing much.
  • What’s social media without content? Pretty boring.

Even the phenomenon that is the internet is lacklustre without engaging content to fill it.

Content has become one of the most critical aspects of building a brand and connecting with your audience.

As consumers increasingly rely on content hosted on digital channels to make purchasing decisions, creating high-quality, relevant, and engaging content is crucial to standing out from the competition and establishing a strong brand identity.

A few reasons why content will always be king

So many aspects of your brand are reliant on excellent content to allow you shine, starting with your website. Content is the backbone of a website, and a key driving force behind the user experience.

The design of a website should complement the content and vice versa. If you’re thinking about your website design or redesign, don’t ignore the importance of content! While it can be tempting to drop in lorem ipsum filler text, you’re better off putting the time in to align your content with your site early in the process.

Your designer will thank you for it too! From here, your web development team can present your content in a way that supports your customer’s journey offering a visually appealing, easy to read, and easy to navigate experience.

If you’ve done your brand development right (if you went through our branding process, you certainly did), the visual identity of your brand such as colours, fonts and logo will be married to a unique tone of voice. This is integral to successful branding. The tone of voice is the personality of a brand, and how do you showcase that? Content of course. Your tone of voice should be reflected in all content that is produced.

Content is a means for a brand to communicate with its audience while offering value — and it’s a critical aspect of building trust and rapport with clients. A consistent tone of voice can help to establish your brand’s identity and create a sense of familiarity with customers.

ChatGPT can inspire content

While we’re talking content, we can’t ignore our AI pals. ChatGPT has been the flavour of the month as far as content creation goes — and while yep, you sure can get ChatGPT to help you out with content idea inspiration, it’s important not to rely on it entirely.

AI-generated content (so far) tends to lack the personal touch and emotional connection that is necessary for creating content that resonates with your audience. It’s also not immune to pretty epic misinformation — for example, it read the Kick website to be a coffee roasting business (and while we drink coffee, we leave the bean roasting to the experts!).

So go ahead and use ChatGPT as a tool to supplement your content creation brainstorming, but it’s not a replacement for your thoughtful, human-centric content creation.

Create content that connects

Content is crucial to building a strong brand identity in today’s digital age. Align it to your business goals and tailor it to meet what your customers need and want from you.

By crafting compelling content, you can ensure that your website, social media, emails and more are not only visually appealing but also informative and engaging.

Need a hand with your content? Kick can help. Start a conversation about content with us here.