BRAND CONTENT
Wandera Hamala
Brand Ambassador @ Brand Nation - Helping people and companies gain influence using their brand
Branded content is a marketing tool that creates product placement or the method of planting references and connections of a particular brand in the eyes and mind of an audience.
Depending on the budget of the client, a brand can incorporate various creative works to have their brand stand out and have it established in the market.
Currently we see food companies associating with sports and large events not just to offer a meal but to build a relationship with a branded T-shirt, cup and social media team support campaigns. To add on, we see certain car brands associate with specific films with famous actors that share their values while other car companies place their brand next to product placements of private air companies. In all this, the content is not necessarily direct advertising to bring in customers but to also set a standard and control the direction of the brand.
Branded content is determined by the budget of the brand. With the budget available, creativity is applied to bring out the highest level of results.
Whether it is media, film, events, partnerships, the intention is to keep the brand alive even in changing seasons especially those brands that rely on traditional methods or have to contend with low quality results.
Branded content is most effective when it is authentic and is of high quality.
To deliver on branded content, original content is needed not generated content or graphics. If a brand associates with a music video or a particular event, it has to share the interests of what is being produced and distributed to build a relationship with the people who come across it.
Branded content should be consistent with the company image that it represents, create a lifestyle for particular groups of people and build awareness of the brand without needing to elaborate or add extra promotional features.
When it is perfected, it makes it easier to build a digital platform, distribute information, communicate to interested parties and gather large audiences whether it is events, media, competitions, partnerships and others.