Your organization has original and unique perspectives, beliefs and values, and your content needs to reflect that. If not, you’re stuck in the generic aisle and that’s no good for your perceived value. Is your brand positioning buttoned-up and professional, lighthearted and fun, or something in between? Do you champion beliefs like women’s rights, quality education for all or treating animals humanely? Or do you support causes such as conservation, healthy children and families or ending hunger? When you create content that represents the ideals you stand for, it will be obviously recognizable as yours and yours alone. By answering the question, how do you want to change the world for the better, you can drive originality which over time, turns into authenticity—the bedrock of building trust.
This is why it is important to have a well-defined brand strategy that clearly describes your brand messaging, brand positioning and brand promise. Reflect on the brand essence outlined in your brand strategy and make sure your most important qualities are communicated through all of your content.
So, when you look at your content, is it immediately identifiable as yours? Does it look like only you could have created this content? If not, you need to go back to the drawing board and build a distinctive, original and ownable message.