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How to Create Content That is On-Brand

by | Mar 24, 2020 | Brand Strategy, Content Marketing

If you’ve been following along for a little while, you know that I preach consistency. If I’m being honest, I think it’s the number one factor to building a brand your audience trusts.

Brand consistency doesn’t just mean using the same colors and fonts and photography style. It also means making sure your messaging and content is consistent. Both in how often you’re sharing but also in WHAT you share.

Since the beginning of the year, I have been in a consistent cycle of posting a blog on Tuesday and sharing about it on Facebook Live in my group, The Brand Building Collective, the following Monday.

I’ve had this repurposing plan since I started my Facebook group in October 2019. However, I wasn’t consistent about posting on my blog. Not because I didn’t remember – quite the opposite in fact. What I got hung up on was the ‘what’. What should I share? What type of content would be aligned with the Witt and Company brand and help my community?

In late December and early January, I spent a few days brainstorming content ideas and mapping out my strategy. Now, even if that scheduled idea isn’t what I want to write about, I have an entire list filled with ideas that all serve my brand.

What’s my secret?

Oh, I’m so glad you asked!

Today, I’m walking you through my four-step process for identifying what content is on-brand for your business in an effort to help you stay consistent. Because, in case you didn’t know, consistency builds brand trust 🙂

And as an added bonus, you can also pick up a Brand Strategy Workbook in the Brand Resource Library by clicking here!

Start With Your Core Offering(s)

Your core offerings are the services and/or products that make up the primary work that you want to do. I would recommend putting this in a ladder-style format.

For example, here at Witt and Company, I have three tiers of offerings. The first is brand strategy, the second is either brand design or web design and the top offering is a full brand and website design package. The idea is that as you go up the ladder, the value, deliverables and price increases because you’re providing a more high-touch level of service.

When you tier-out your services, you’re also naturally putting potential content ideas into buckets. I write content related to brand strategy, brand design and web design – all three topics cover my core offerings.

Determine Your Core Belief as a Brand

Every brand has a core belief that they’re operating from. Most often, it’s the combination of the reason why you started your business and the number one problem that you’re solving for your ideal client.

Here at Witt and Company, I believe that business owners should be excited about their brand. I think brand excitement comes from clarity, consistency and cohesiveness. My goal is to help my community get clear on their brand so that they are excited to share it.

A quick and easy core brand belief framework:

My brand’s goal is to help my community (( the transformation provided )) so that they (( your belief )).

When you think about content creation, it should stem from this core belief and/or help the reader/view/listener achieve this belief.

Understand Your Audience’s Point ‘A’

Their point ‘A’ is where they are in the customer journey. It’s the point right before they decide to throw in the towel and start looking for help. When you can clearly understand your ideal client, you’ll be able to speak directly to them at this point – and be there to guide them to Point ‘B’

When you can identify where they’re starting from, you’ll be able to create content based on their journey and where they’re currently at. Again, you can’t guide them to your core belief and end result if you don’t know where they currently are.

Get Clear on the Transformation You Provide — The End Result

Every person that willingly follows along with you is trying to solve a problem, and they’re hoping you can help them. Whether they just downloaded a freebie or they’re spending money on your service and/or product, they’re looking to you to get them from point ‘A’ to point ‘B’.

By clearly understanding what transformation you are providing clients, you’re better able to articulate the specific result that you deliver. You’re creating a certain expectation and the person who comes into contact with your brand can decide whether or not that’s what they’re looking for.

In addition, when you can clearly identify the transformation, you’re better able to create content that leads the reader/listener/viewer on a certain journey, showcasing your expertise along the way.

More often than not, the transformation is intertwined with your brand’s core belief. For example, the transformation that I provide clients who go through the full brand and web design package is that they walk away excited to share their brand because they have clarity and a brand that visually represents their business.

Showing up on a consistent basis doesn’t just mean sharing content at the same time, every day or week. It also means sharing the RIGHT content that is consistent with your brand.

Identifying that frame of reference for what is on-brand doesn’t have to be a lengthy process – it just requires you to dig deep and make some decisions about what you want your brand to stand for. Sometimes easier said than done, I know.

But, once you decide, I promise it’ll be so much easier to stay consistent and create content that aligns with your brand and how you want to show up.

All four of these elements help you create content that is on-brand as well as value-providing to your community. If you’re struggling with content creation or you aren’t sure whether or not an idea is a good fit, filter it through these four steps.

If the topic is aligned and on-brand, it will:

  • Speak to your expertise and lead people to your core offerings
  • Align with your core brand belief
  • Understand where the viewer/listener/reader currently is in their journey, and
  • Clearly communicate where you’re taking them

Remember, consistency builds trust with your brand. And trust is the foundation for building a strong relationship with your community.

All my best,


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How to Create Content that is On-Brand | Witt and Company