6 EPIC Branded Content Strategy To Increase Brand Awareness
Did you know that a whopping 73% of consumers will switch brands after just one bad experience? Crazy right…
Think about that: you spend hours crafting what you think is a fantastic post or video, but if your audience has one bad experience with the content, they will immediately look for your competitors.
It's frustrating, right? All your effort feels wasted, and it can be seriously demotivating. Sometimes, you question whether creating more content is even worth it.
But the truth is that for your branded content to work like magic, you just need to stick with key branded content principles.
In this blog, we're here to show you those key principles and how to create a branded content strategy that increases your brand awareness and results in profits.
We’ll also give you the process we’ve refined over the years working with big brands like Nissan Smirnoff and Gibson.
First off, let’s address why most companies fail with branded content.
What Most People Get Wrong With Branded Content Strategies
One big mistake companies make with branded content strategies is focusing too much on selling the product without enough brand messaging and storytelling.
They think plugging the product is enough to get attention, but it’s not.
For example, when we worked a lot in the music video space before moving to the commercial space, we saw many people get product placement to help fund the video. But instead of integrating the sponsorship into a creative story, they would just plug the product.
Just imagine what it would be like watching a video like that. You probably would get annoyed and just stop watching the content altogether because it's a boring sales pitch that has nothing to do with you. Have you watched “Honey I Shrunk the Kids” lately? Oh my gosh!
And as a company, you can’t afford to have such a bad customer experience. The unfortunate truth is that bad branded content can actually leave your customer with a bad taste in their mouth.
…which is the EXACT opposite of what you want.
That’s why at Bolo Brothers Creative, we focus on creating tactical and exciting ways to build a brand. We make it fun and engaging without shoving the product down the customer’s throat.
That’s what we’ll show you how to do in this post–so your audience actually enjoys the content and connects with your brand on a deeper level.
The 2 Main Goals of Branded Content
All branded content has 2 main goals: increase brand awareness and sell branded products.
When you make your branded content strategy, it’s essential to be clear about these goals because they shape every decision you make in your content strategy. If you don’t know your goals, your content will be all over the place, and your audience will get confused.
Goal #1: Increase Brand Awareness
The more people know about your brand, the more likely they are to engage with it. Awareness builds familiarity and trust. When customers see your brand repeatedly (and in a positive light), they start to recognize and remember it.
For example, think about a company like Coca-Cola. They don't just sell soda; they sell a lifestyle and a feeling. Their branded content, from catchy jingles to heartwarming commercials, ensures you remember them.
This familiarity leads to higher chances of choosing your brand over others.
That’s the power of brand awareness.
Goal #2: Sell Branded Products
When people trust your brand, they are more likely to buy from you.
This is where brand equity comes into play. According to Investopedia, brand equity directly affects sales volume because consumers gravitate toward products with great reputations.
For instance, Apple doesn't just sell gadgets. They sell innovation and quality. Their branded content showcases their products' sleek design and advanced technology, making them highly desirable.
That’s one of the reasons why Apple earned the title of one of the World’s Most Admired Companies. They built a culture of quality and a premium image around their brand.
Being clear about these 2 main goals helps you avoid common pitfalls, like focusing too much on one aspect and neglecting the other.
If you only concentrate on selling products without building brand awareness, you’ll end up with a forced advertisement, and your audience will not trust or remember your brand.
On the flip side, if you only work on brand awareness without integrating sales strategies, you might struggle to convert that awareness into actual sales.
But how do you create a branded content strategy that boosts awareness and drives sales like these famous companies?
How to Develop a Branded Content Strategy That Increases Awareness and Profits: 6 Tips
1. Capture Attention in the First 3 Seconds
Today, people have ridiculously short attention spans.
You just have a few seconds to make a strong impression. Viewers will likely scroll past if your content isn’t interesting.
So, you have to grab your audience’s attention in the first 3 seconds.
One way you can do this is by using a surprising fact, a compelling question, or an eye-catching visual at the start of your content. We love throwing something a bit over the top or compelling in the top of the piece to catch the viewers attention.
If you’re doing written content, starting your intro with a relatable problem will capture your audience’s attention.
In your videos, you can also take advantage of quick cuts. Fast-paced editing can keep the viewer engaged. Think about how TikTok videos quickly switch scenes to maintain interest.
Upbeat music or sound effects can also make your content more engaging. For instance, a fitness brand could start a workout video with energetic music to pump up the audience.
Additionally, consider using pattern interrupts. Pattern interrupts are unexpected elements that break the viewer's habitual thought process and grab their attention.
For instance, if your audience expects a typical product demo, start with a humorous skit or an unexpected twist. This element of surprise can make your content more memorable and engaging.
Whether you write your content or do it in video form, grabbing your audience’s attention in the first 3 seconds will decide whether people view your content.
2. Don't Sell, Tell a Story That Sells
Good branded content tells a story that sells, not selling just for the sake of it.
Blatant advertisements can turn off viewers. People want entertainment or information, not a sales pitch. When you tell a story, it feels more authentic and less like a sales pitch.
To tell a good story that sells, you can follow these steps:
Identify Your Audience’s Pain Points: Start by understanding your audience's challenges or desires. Understand their pain points better than they understand them. That way, you can tailor the story and make it more relatable.
Create Relatable Characters: Develop characters your audience can identify with. Show them facing problems or situations where your product can help. A lot of our characters are inspired from real life situations we incur.
Set the Scene: Create a setting that reflects your audience's world. The setting should feel familiar and relevant to your audience.
Highlight the Conflict: Every good story has a conflict or challenge. Show the problems your characters face and how they struggle to overcome them. For instance, a runner struggling with hydration during long runs can highlight the need for your sports drink.
Show the Solution: Introduce your product as the solution to the conflict. Demonstrate how it helps the characters overcome their challenges. Show the sports drink, refreshing the runner and helping them complete their run.
End with a Strong Conclusion: Wrap up your story with a satisfying ending that shows the benefits of your product. The runner finishes the race, celebrates their achievement, and thanks the sports drink for the boost.
3. Think Outside the Box
Ordinary content gets lost in the content noise, while innovative content grabs attention and encourages sharing.
Thinking outside the box allows your brand to be memorable and unique.
With platforms like TikTok and Snapchat dominating the video space, you must think creatively to stand out.
So, stay updated on the latest trends on platforms like TikTok and Snapchat. For example, if a new challenge is going viral, think about how your brand can participate in a way that feels authentic.
You can experiment with different formats like stop-motion videos, interactive stories, or augmented reality experiences. A beauty brand, for example, could create an AR filter that lets users try on makeup virtually.
People will always try to find something new and trendy. So, to take advantage of that, you can combine elements that don’t usually go together to create something surprising. For instance, a food brand could team up with a famous dance influencer to create a dance routine that includes their product in a fun and unexpected way.
Think of unique angles or perspectives that you haven’t explored before. A travel company could create a series of videos showcasing lesser-known destinations with intriguing local stories and traditions.
The keyword here is “branded.”
Don’t be afraid to let your brand’s uniqueness shine and experiment with different ways to engage with your audience.
4. Streamline Your Process
A streamlined process ensures that your content is high quality, consistent, and delivered on time.
It minimizes errors and maximizes efficiency, allowing you to produce content that captivates your audience.
However, remember to leave a wiggle room for creativity. Push your process to its creative limits to reach a space where your audience can’t help but engage—all while planning every detail carefully and executing it flawlessly.
To achieve this balance, here’s what you can do:
Develop a Content Calendar: Plan your content ahead of time with a detailed calendar. This helps you stay organized and ensures you have a steady flow of content. A content calendar also helps with creativity because you’ll have more time to strategize.
Set Clear Goals and KPIs: Define success for each piece of content. Are you aiming for more shares, likes, or comments? Setting clear goals helps you measure success and refine your strategy. A fashion brand might set a goal to increase engagement by 20% on their new collection posts.
Use Project Management Tools: Tools like Monday or Asana help keep your team on track. Assign tasks, set deadlines, and track progress to ensure everything runs smoothly.
Optimize Your Workflow: Look for ways to make your process more efficient. You can try batching content creation, automating repetitive tasks, or streamlining approvals.
Maintain Quality Control: Regularly review your content before it goes live. Regular reviews ensure everything meets your brand’s standards and resonates with your audience. We require multiple team members to watch projects before they go out, this ensures we catch everything!
5. Keep Your Content Fresh and Varied
Spice things up and avoid repeating the same content.
The digital world is flooded with content, so you must keep your audience interested by constantly introducing new and exciting ideas.
Use videos, blogs, podcasts, infographics, and more. For example, if you usually post blog articles, try creating a series of short, engaging videos to mix things up.
Seasonal and topical content also works like magic for brand engagement. So, create content that ties into current events, holidays, or seasons. A fashion brand, for instance, could release a winter wardrobe guide just before the season starts.
Partner with influencers who can bring a fresh perspective to your content. For example, a tech company could work with a popular tech reviewer to showcase their latest gadget in an engaging review video. When you partner with influencers, you’ll also be able to reach more audiences within your niche.
Create content series with a specific theme or story arc. A travel company could start a series called “Hidden Gems” featuring lesser-known travel destinations worldwide. Or, if you're a fashion company or influencer, create a "Monthly Lookbook" series to inspire your audience.
There are many ways to spice up your content. So, don’t be stuck on what you have been doing for the last 6 months if it no longer works.
6. Push Boundaries with Bold Ideas
In a saturated market, bold campaigns help your brand stand out, grab attention, and create memorable experiences for your audience.
Thought-provoking content is more likely to be shared, driving organic growth and increasing brand visibility.
How to do it:
Embrace Bold Ideas: Don’t be afraid to take risks with your content. For example, a fashion brand could create a provocative campaign that challenges societal norms, sparking conversation and engagement.
Leverage New Technologies: Use the latest technologies to create cutting-edge content. A real estate company, for instance, could use virtual reality to offer immersive property tours, giving potential buyers a unique experience.
Break Traditional Formats: Experiment with unconventional content formats. A fitness brand might create an interactive web series where viewers can choose different workout routines based on their fitness levels.
Encourage Audience Participation: Create campaigns that involve your audience in creative ways. A tech brand could launch a contest inviting users to submit their innovative uses for a new gadget, featuring the best ideas in a campaign.
Examples of Pushing Creative Boundaries:
Old Spice: Their “The Man Your Man Could Smell Like” campaign was a bold, humorous, and highly unconventional approach to advertising body wash. It stood out in a crowded market and became viral, dramatically increasing brand visibility.
Nike: The “Dream Crazy” campaign, featuring Colin Kaepernick, pushed social and political boundaries. It resonated deeply with its target audience, showcasing Nike’s commitment to standing for something bigger than just sports apparel.
Red Bull: Known for pushing boundaries, Red Bull’s sponsorship of the Stratos space jump was an extraordinary event that captured global attention. It reinforced their brand identity as daring and adventurous.
By pushing the boundaries of creativity, you can make a revolutionary that goes viral.
You’ll capture the audience’s attention, inspire loyalty, and generate buzz, ultimately boosting brand awareness and profits.
Elevate Your Brand with Engaging Content
Standing out requires more than just selling a product. It’s about crafting a compelling brand story that resonates with your audience and builds trust.
Today’s consumers are savvy and have countless options at their fingertips. They won’t settle for generic, pushy ads. They crave content that feels authentic and meaningful.
You only have a few seconds to make a lasting impression. If your content doesn’t capture attention in those first few moments, potential customers will scroll past and miss out on your offer.
At Bolo Brothers Creative, we understand the frustrations of creating standout content. Maybe you’ve experienced the disappointment of a well-crafted post falling flat or seen your audience switch to competitors after a single bad experience.
We’re here to change that. We focus on creating tactical and exciting content that doesn’t just promote your product but tells your brand’s story in a way that captivates and engages.
If you want to leave a mark on your audience’s mind and drive sales, contact Bolo Brothers Creative today.