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Brand identity: the core of meaningful marketing content


As a marketing consultant, I know that the brands that win and always drive sales are those that keep a relationship with their audience. Hence, they engage with their community through relatable content. But, How? With a solid brand identity to develop custom messages that resonate with their base while communicating the value of their offering.

A value-infused brand identity is at the heart of loyal customer relationships. This guide will walk you through the essentials for building that identity for your company. 


Attaching your digital content to a strong brand identity 

A strong brand identity is rooted in a holistic, user-centric story. Thus, when your content aligns with your user or clients’ values, you’ll get that client’s attention. But first, you’ll need to gather a few key insights about your target, how your offering will help them, and how your company’s brand will fit into their world.


Who’s your AUDIENCE?

To position your offering, you must first dive into whose life your offering will improve. Therefore, your audience’s interests, demographics, and pain points are crucial aspects to study when building an appealing brand. 


What’s your OFFERING?

Tell your audience exactly what you are selling. Therefore, write a concise definition of the product or service you’re providing to satisfy your audience’s needs or desires. In other words, it is the solution to their problem. 



Your brand’s mission describes what your offering helps your customers achieve as an emotional or intangible result. So, define how the essence of your solution contributes to the world.



Shared ideas are the glue of social communities. So, it’s crucial that your audience knows what the brand stands for and the kind of mark it aims to make on the world. Besides, a well-defined belief system is a core part of the brand’s digital marketing strategy to support its community-building content.

Furthermore, when you express your brand’s principles clearly, your audience can identify your shared values and begin to connect with the company. 


Brand TONE

For your audience to be interested in interacting with your brand, it must have a unique and relatable personality. For example, if you imagined your brand as a friend, would it be snarky and funny like Taco Bell? Or would it be a helpful fellow like GEICO? 

A well-defined tone will ensure that your audience’s perception of your brand is consistent. So, it would be best if you were careful to create a brand personality that isn’t too similar to those of your competitors, or you risk diluting your edge and getting lost in the crowd. 


Bringing your campaign to life

Besides just raising awareness of your company and its offering, a successful brand identity cultivates a mutually beneficial relationship with your brand’s audience over time. Therefore, once this critical piece forms your digital content strategy’s backbone, you can expect not just growth but also customer loyalty.



About the Author

Alejandra Copeland cut her teeth as a visual communication expert by producing and editing video content for MTV Networks, NBC Universal, and Viacom. Since 2004, Alejandra has pushed Andromeda Productions as a premier marketing video production agency. She has created enduring client relationships with multiple Fortune 500 companies such as MasterCard and Sony Music US Latin.


Leveraging 20 years of experience with visual storytelling, I’ve created Ok, Yes! a toolkit for the early-stage startup. It’s loaded with how-to guides to creatively empower founders tackle things like:

– 𝚆𝚛𝚒𝚝𝚒𝚗𝚐 𝚊 𝚙𝚒𝚝𝚌𝚑 𝚏𝚘𝚛 𝚢𝚘𝚞𝚛 𝚜𝚝𝚊𝚛𝚝𝚞𝚙

– 𝙿𝚛𝚘𝚍𝚞𝚌𝚒𝚗𝚐 𝚊 𝚙𝚛𝚘𝚍𝚞𝚌𝚝 𝚍𝚎𝚖𝚘

– 𝙼𝚊𝚔𝚒𝚗𝚐 𝚊 𝚙𝚎𝚛𝚜𝚞𝚊𝚜𝚒𝚟𝚎 𝚌𝚊𝚜𝚎 𝚜𝚝𝚞𝚍𝚢

– 𝙲𝚞𝚝𝚝𝚒𝚗𝚐 𝚙𝚛𝚘𝚖𝚘𝚜 𝚝𝚘 𝚕𝚊𝚞𝚗𝚌𝚑 𝚢𝚘𝚞𝚛 𝚋𝚛𝚊𝚗𝚍

– 𝙲𝚛𝚎𝚊𝚝𝚒𝚗𝚐 𝚑𝚎𝚕𝚙 𝚊𝚗𝚍 𝚑𝚘𝚠-𝚝𝚘 𝚌𝚘𝚗𝚝𝚎𝚗𝚝

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