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What are some creative ways to express your brand values and attributes in your content?

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What are some creative ways to express your brand values and attributes in your content? If you want to stand out from the crowd and connect with your audience, you need to show them what makes your brand unique and authentic. In this article, you'll learn how to identify your brand personality, choose the right tone and voice, and use different formats and channels to showcase your brand story.

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1 Identify your brand personality

To identify your brand personality, start by asking yourself some questions. What are the core values and beliefs of your brand? How do you want your audience to feel when they interact with it? What words and phrases best describe your brand? How do you differ from competitors and peers? Additionally, use existing frameworks, such as the brand personality spectrum or the brand archetype model, to categorize your brand into one or more dimensions or archetypes. For instance, you could be a rebel, a hero, a lover, a sage, or a combination of these. This will help you communicate your values, mission, and vision to your audience in a consistent and memorable way.

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Nneka Enurah

VP of Partnerships @ Mass Appeal | Content, Community & Culture | Black@ADCOLOR Leadership Committee, Speaker
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Here are 4 steps you can take to identify your brand personality through your content: Define your brand values: Your brand values should inform all aspects of your content, including tone of voice, style, and messaging. Identify your target audience: Understanding your target audience is critical to developing content that resonates with them. Choose a tone of voice: Consider what kind of language and style best embodies your brand. Are you serious and professional, or casual and playful? Develop a visual style: Choose colors, fonts, and other design elements that work together to create a cohesive look and feel for your brand. From there, you'll be able to create content that reflects your brand personality.

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2 Choose the right tone and voice

To ensure your content reflects your brand personality, you need to select a tone and voice that resonates with your audience. For example, if your brand personality is playful and friendly, you can use a casual and humorous tone and voice. Conversely, if your brand personality is professional and authoritative, you can use a formal and informative tone and voice. To choose the right tone and voice, you should define guidelines for words, phrases, punctuation and grammar that you use or avoid. Additionally, you can create a tone and voice chart like Mailchimp's to show how your tone and voice vary depending on the context, purpose, and audience of your content. Finally, test and refine your tone and voice based on the feedback and results from your content.

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Brooke Eastman

Brand & Product Marketing | GTM Strategy Leader | Business Owner & Entrepreneur
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Language has so many options, and therefore so many ways to convey your brand tone and priorities. By using alternative words that communicate the same idea, you’re able to attach your brand to a message or perspective on a broad subject. For example, if your brand uses animals in their core identity, switching from footprints to paw prints, reinforces that concept.

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3 Use different formats and channels

Expressing your brand values and attributes in your content can be achieved through various formats and channels that are suited to your brand personality and message. Visuals, such as images, videos, infographics, or animations, can be used to illustrate your story and appeal to the emotions and senses of your audience. Audio formats like podcasts, interviews, or music can be used to share insights and opinions and engage your audience's attention. Text-based content like blogs, newsletters, or ebooks can provide valuable information to your audience. Interactive elements like quizzes, polls, or games can involve your audience and encourage them to participate. Additionally, you can use different channels such as social media, email, or webinars to reach your target market and connect with them on a personal level. Cross-promoting your content across different channels is also a great way to increase exposure and consistency.

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4 Show your brand values in action

Expressing your brand values and attributes in content can be done in a creative way by showing them in action. Rather than just telling your audience what your brand stands for, you demonstrate how you live up to your values and promises. For example, you can share behind-the-scenes stories of how you create products or services, collaborate with your team, or overcome challenges. You can also showcase your social responsibility by supporting a cause or community, giving back to customers or partners, or reducing environmental impact. Additionally, highlighting customer success stories such as how you solve their problems, exceed expectations, or delight them with service can help build trust, credibility, and loyalty with your audience and help you stand out from competitors.

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5 Experiment and learn

Experimenting and learning is the last creative way to express your brand values and attributes in your content. This means that you don't settle for the status quo, but instead look for new ways to improve and innovate your content. For example, you can try new formats or channels that are trending in your industry or niche, test different variations of your content, such as headlines or images, analyze performance metrics such as views and clicks, and learn from successes and failures. Doing so can help optimize your content strategy and keep you ahead of the competition.

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Anna Montgomery

Principal & Brand Strategist at Amenable | Growing Ideas, People, & Partnerships
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Not only does experimenting and learning keep you ahead of the competition and help your brand grow, but it also helps you understand your own brand values in new ways. For example, my team's most important core value is to "start with trust." But, as a creative agency who works with small, mission-driven organizations, we've learned (through asking a lot of questions) that many of our clients have had unpleasant experiences working with agencies in the past. This "data" helps us to reframe how to start with trust—both in the relationships we build with our clients as well as the work we do.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some creative ways to express your brand values and attributes in your content?

1

2

3

4

5

6

1 Identify your brand personality

2 Choose the right tone and voice

3 Use different formats and channels

4 Show your brand values in action

5 Experiment and learn

6 Here’s what else to consider

Creative Strategy

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What are some creative ways to express your brand values and attributes in your content?

1

2

3

4

5

6

1 Identify your brand personality

2 Choose the right tone and voice

3 Use different formats and channels

4 Show your brand values in action

5 Experiment and learn

6 Here’s what else to consider

Creative Strategy

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