5 Tips on Making Your Website Content Reflect Your Brand Identity

Coca Cola, Apple, Tesla, IKEA. These four companies all operate
in different industries. One is in the soft drinks industry,
another in the tech, third makes electric cars and fourth sells
read-to-assemble furniture. 

So why are we talking about these four companies in the same
sentence if they are so different? Because, despite all their
differences, they still have one thing in common that connects
them.

They all have a clear and unmistakable brand identity. 

There’s almost no person in the world today who hasn’t at
least heard of these four companies, or even bought something from
them. When people think of refreshments, they grab Coca Cola; when
they want a new computer, they buy Apple and when they need new
furniture, they buy and assemble IKEA.

People don’t simply buy their products for taste, quality or
design, although they certainly don’t lack these. They buy their
brand.

Of course, these four were quite easy examples of brands. But
what of the millions of other companies that are trying to develop
a brand identity for themselves? For instance, how can you showcase
your brand identity on your website?

Well, this article will give you some tips on how to create
website content that reflects your brand identity.

What is Brand Identity and Why it’s Not the Same as Brand
or Branding?

Before we get into how you can make website content that
reflects your brand identity, it’s important to understand what
brand identity is in the first place.

Fortunately, for something like this, we don’t have to look
very far and a simple Google search reveals the answer we are
looking for. 

For instance,
Crowdspring
defines brand identity as “everything visual
about a brand, including color, design and a brand’s logo”. In
other words, what the customer can see.

Although “brand identity” often gets mixed up with
“brand” and sometimes “branding”, these three terms are
different. 

The brand reflects the name, design, symbol, logo or some other
feature that differentiates one company or seller from another in
the minds of their customers and prospective customers.

Branding, on the other hand, is a process of creating a brand.
This includes what the customer can see (logo, visual design,
name…) and what they can’t see (loyalty, awareness…).

How to Create Content that Reflects Your Brand
Identity

With that out of the way, let’s take a look at how you can
create website content that will echo your brand identity.

1. Understand how your brand stands out from the
rest

This is perhaps a no-brainer, but it’s still crucial to
understand how exactly does your brand differs from its
competitors. What is your unique selling point and why do customers
trust your brand?
This is often difficult to do with content, as it’s very easy to
fall into the trap of making generic content. However, while it may
be easier to just churn out content like everyone else, keep in
mind that for
80% of people
, the “authenticity” of content is the main
deciding factor in following a brand.

2. Can you identify the company from its content?

Every time you create content for your company, I want you to do
a simple text. Remove any visual characteristics that can be used
to identify the brand, like logo or name and leaving just the bare
content, ask yourself: can you identify the company from its
content?

Visuals are still important for separating brand A from brand B,
but it’s easy to become too dependent on them and neglect the
content you write itself.

If you or another person consuming that content can’t tell it
from the competitor’s website, start again.

3. Connect with your audience

Brand identity doesn’t happen without an audience to follow
that brand. That is why your focus should always be on connecting
with your audience.

You need to deliver content that your target audience finds
informative and useful and you need to be consistent with it. It
doesn’t help your brand identity much if you do this from time to
time.

If you deliver content periodically every month, it will be much
harder for the audience to connect with you. However, that
doesn’t mean becoming a content production factory either. You
also need to put serious thought and plan your content that the
audience will want to engage with.

4. Use different types of content

Website content isn’t just articles and blog posts. It’s not
enough to just write a 1,000-word blog post every week and call it
a day. 

Content comes in many forms, and text is just one of them. For
instance, perhaps your message would be better served to your
customers as a short 1-2 minute animation, or a 10-minute video, or
perhaps an infographic?

While the text is often easiest to make, you shouldn’t ignore
other content formats either.

5. Use social media wisely

While not directly on your website, content that you create or
share on social media should work together with your website
content to reflect your brand identity.

Of course, you need to be strategic with social networking as
well. Although there are plenty of social media platforms out
there, ask yourself this: “does this work for my brand?”. Is
this somewhere where your audience hangs out?

Social platforms will often have quite different audiences and
trying to cover them all is not only difficult but can also dilute
your message.

The same goes for timing. Finding out where your audience hangs
out is only the first step. To engage with them, you also need to
be there when they are as well. If you’re not there when your
customers and prospects need you, you are missing a big opportunity
to engage with them.

Conclusion

Producing content that displays your brand identity clearly and
concisely is very important. However, as you can see from thousands
of online examples, it is also difficult to do. 

The most important thing from the consumer’s perspective,
however, is whether that content is useful to them. According to

TextMagic
, 91% of users opt to brand’s text messages because
they see it as “somewhat useful” or “very useful”.

Hopefully, these 5 tips will help you create content just like
that.

Source: Marketing Blogs
5 Tips on Making Your Website Content Reflect Your Brand Identity