What is Brand Building?
There are two fundamental categories of content creation motivators that we use to help our clients get the more powerful content to reach their goals.
Sales Emphasis Content
With this content type our main objective is to craft a powerful and engaging message, generating desire for your product through various techniques and then delivering a call to action - we want your audience to purchase, subscribe to or call your business. This category of content is a single, targeted and very sculpted piece of content with the main goal of increasing immediate sales. Although we do present the Brand DNA and increase brand awareness, the main purpose is to deliver a message and excite your audience with a call to action. We pair the finished content with a marketing budget to advertise on the most ideal platforms for your business, maximizing audience engagement for that specific message. We help with crafting the message, producing the content, and finding the best channels for distribution. We can help you do this!
Brand Loyalty Content
This is what we call a Stage II type content creation initiative because this is generally a second step after creating a basic Brand DNA. This is the content creation strategy that the largest corporations in the world utilize, and it is always created in series or packs - think multiple episodes, or multiple photographs or videos. In other words we need to create a series of individually unique lifestyle pieces that specifically marry the Brand DNA to a lifestyle that your clients would desire to live - we generate the desire, and not specifically try to sell them anything in this category of content. In other words we make buying your product "cool". What we achieve by creating a series of Brand Loyalty type content is to engage your audience that may like your brand, convert them to fans that don't just buy your product, but become evangelists for it. The phrase we like to use to describe this initiative is "people like us do things like this" - and with this idea in mind, we create desire, we create fans, and create a multi-tiered Brand DNA that will grow your audience, and sales for years to come. Generating desire, and ultimately building fans is the most powerful way of maintaining a successful brand, and CEG helps you do that!
What Makes a good brand, a "good brand"?
What does a good brand really mean? Does it mean you have a logo? A great website? Is that really it? And if we knew what a good brand is, then why do we need one? Who says brand is king?
When I say Nike, what do you immediately think of? Most of you will think of an athlete running down the street at dusk, with some white iPhone ear buds and an great pair of running shoes with the big swoosh on them. You see, there we have it. We answered the question of what a brand is in practice. But what makes a good brand? To me, the fact that you had a vivid image in your mind when I merely mentioned the name of a company tells you how effective that brand is, and an effective brand is a good brand.
I didn't mention a website, I never mentioned a product, or anything specific at all. But you knew exactly what it was when I said it, and your vivid reaction to it was already formed. You see, a good brand is not any product, or service because those things evolve and sometimes stop being offered-making them a poor brand anchor. A good brand speaks to the soul of that company, your company. The products and services you offer don't need to be mentioned in order to have a good brand. Because if you do that, you're off immediately competing with the next guy that offers the same thing, and that's where brands fail.
A great brand needs to stay in a philosophical green zone, where it's merits and virtues power its values. And it's these values that birth the product that this great brand offers. People aren't interested in comparisons, a vs. b, b vs.c and so forth - thats boring! They want to find something that they can connect to, something that they understand, that shares their values, because ultimately people get excited by cultivating bonds, which are emotional and a great brand answers that. I heard it said once "people like us do things like this", and answering that for your audience is perhaps the most critical part of building a great brand and and a dedicated following.
A good brand leaves no room for competitors. It doesn't even bring them up, because the connection is made to it's values and drive, not it's product. But remember this - A good brand dominates the minds of it's followers and when I say your brand, the response of your audience should be clear, vivid and exactly what you intended it to be. That's what a good brand is, and we're in the business of creating content that gives you that.