Content Marketing Meets Brand Promise

How is Content Marketing Related to Branding?

Lately I have been thinking a lot about brand promise and the ways that companies boost customer engagement by fulfilling on a specific promise within a content marketing strategy.

Let’s take a step back…What is brand promise?

Brand promise deals with how any organization applies the combination of its values and capabilities to create distinct value or promises to its customers. It is more than just a tagline or logo. It is the overall communication of your brand and your customer engagement. BrandToolbox states that brand promise is “the crucial link to the day-to-day brand impressions that are delivered by an organization’s employees.”

Live Example: OpenView’s Brand Promise

OpenView’s brand promise to our target audience of senior managers of expansion stage tech companies is ultimately to deliver significant value by collecting and sharing ideas and inspiration to build great companies. Everything we do within our content marketing program ties back into this promise, this mission, and this aspiration. If you are familiar with OpenView, you know about our newsletter, blog, Labs site, eBook, research reports, videos and podcasts. We invest time and money into our content development efforts in order to live up to this brand promise. Throughout the week our entire team is focused on finding new ideas or generating valuable content for our audience.

So, What is Your Brand Promise?

If you don’t have your brand promise completely buttoned up, I recommend getting your senior management team in a room to flesh it out. Here are 3 keys:

1. Remember to think of the day-to-day activities that are delivered by your employees to your target audience or customer
2. Tie your brand promise back into your overall aspirations for your company
3. Connect and gather feedback from your employees who are most customer facing (i.e. customer service or customer support) to get a better understanding of the day-to-day interactions

Now How Can you Turn your Brand Promise into Reality? 
BNet recently shared our brand promise and our content marketing strategy. I encourage you take a look at the article to learn more about our process!