How Content Writing Can Help Build A Strong Brand Identity

How Content Writing Can Help Build A Strong Brand Identity

How Content Writing Can Help Build a Strong Brand Identity

How Content Writing Can Help Build A Strong Brand Identity

Amy de Doncker
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Building a strong brand identity has become crucial for businesses of all sizes in an era dominated by digital content. Brands need to be more than offering a quality product or service; companies must craft compelling narratives and establish distinct identities. This is where brand content writing and branded content come into play, acting as vital tools in shaping a brand’s voice and persona. 

Platforms such as Instagram provide fertile ground for these branded narratives to grow, and this article will delve into the role of branded content on social media, focusing on Instagram.

Table of Contents

The Concept of Brand Content Writing

In the evolving world of digital marketing, the concept of brand content writing is gaining unprecedented traction. This innovative form of marketing has allowed companies to form more profound and meaningful connections with their target audience. Unlike traditional advertising, which often feels intrusive, branded content integrates the brand’s message into engaging and informative content, whether in a blog post, a YouTube video, or an immersive online experience.

Campbell’s Tomato Soup. An example of classic advertising.
Campbell’s Tomato Soup. An example of classic advertising.

What is Brand Content Writing?

Brand content writing refers to creating content that not only informs and entertains, but subtly promotes a brand and its core values. Unlike traditional product-focused advertising, high-quality branded content delves deeper; it embodies the brand’s identity and communicates the brand’s ethos, company culture, and brand story in a manner that resonates with the audience.

The primary aim is not to sell directly but to raise awareness, build trust, and stimulate a positive emotional response toward the brand. It’s about telling a good story that reflects your brand identity and entices the audience to be part of it.

Differentiating Branded Content Marketing and Content Marketing

Though often used interchangeably, ‘brand content marketing’ and ‘content marketing’ are distinct strategies in the broader field of marketing. Content marketing entails creating and sharing valuable, relevant content to attract and engage a defined audience, driving profitable customer action.

But, branded content marketing is a subset of content marketing where the emphasis is more on promoting the brand than a specific product or service. It’s about boosting brand awareness and creating a positive association with the brand, often leveraging storytelling techniques to achieve this.

Branded and non-branded content differ primarily in their focus. Branded content subtly incorporates the brand into the content. Whether it’s a blog post, video, podcast, or social media post, it’s directly related to the brand and works to reinforce the brand identity.

In contrast, non-branded content aims to provide helpful content that addresses the interests or pain points of the target market. While it may indirectly benefit a brand by boosting SEO or establishing the company as a thought leader, it does not promote the brand or its products.

The most compelling branded content examples seamlessly blend promotional elements with high-quality content. They offer audiences something of real value while subtly reinforcing brand identity. If you need further insight, we have a guide on how to write persuasive content that could help you create the perfect article for your audience and bottom line. To understand the impact of branded content on the digital marketing landscape, see these statistics from Statista.

Statista hosts a plethora of statistics concerning marketing.
Statista hosts a plethora of statistics concerning marketing. – Source: Statista

The Role of Brand Content Writing in Building An Identity

Brand identity has become more significant in an increasingly digitized and competitive marketplace. It represents how a company wants to be perceived by its customers and sets the foundation for all marketing strategies. This is where brand content writing comes into play, helping to shape and reinforce the business’ identity.

What is a Brand Identity?

Brand identity is the collection of elements a company creates to portray the right image to its consumers. It includes everything from the brand name, logo, and tagline to the colors, typefaces, and language used in all communications. It’s not just what you see but also the emotions and associations these elements elicit.

The 5 Pillars of Brand Identity

Your brand identity is the personality of your business and a promise to your customers. It informs them what they can expect from your products and services while differentiating your brand from your competitors.

Brand Purpose

Understanding your brand purpose is fundamental to constructing a coherent and compelling brand identity. The brand purpose goes beyond what your business does; it encapsulates why you do it. This includes your company’s mission statement, your core objectives, your vision, and the values that guide your business practices. Another crucial element is your brand promise, the unique value proposition, and the experiences you pledge to deliver to your customers. Collectively, these components work together to provide a clear, purposeful direction that drives your brand forward and distinguishes you in the marketplace.

Products and Services

Your products and services reflect your brand identity, serving as tangible expressions of your purpose. What you offer needs to align with your brand promise, ensuring that it delivers the value and fulfills your customers’ expectations. Moreover, your products and services should cater to the needs and desires of your target audience, thus substantiating your company’s commitment to customer satisfaction. By creating offerings that echo your brands’ values and promise, you build credibility and foster a loyal customer base.

Brand Voice

Brand voice is the distinct personality and tone embodied in your brand’s communication. Just as individuals have unique ways of expressing themselves, your brand should also have its own identifiable voice. This voice should remain consistent across all communication channels, be it your social media platforms, website, or business blog. Ensuring this consistency helps strengthen your brand identity and fosters a sense of familiarity among your audience. Engaging professional content writers can significantly help in this regard, as they are skilled in molding language and tone to resonate with the desired brand persona and audience preferences.

Visual Elements

Visual elements play a vital role in shaping your brand identity. They are the tangible assets that people first notice and associate with your brand. This includes features like your logo, your unique color scheme, the typography you use, your product packaging, and the design of your website. These elements should create a cohesive and engaging visual identity that aligns with your brand voice and purpose.

Brand Story

A brand story is a powerful tool in your branding arsenal. This narrative encapsulates your company’s history, the problems you aim to solve, and what sets you apart from the competition. A good brand story goes beyond just facts; it weaves together a compelling and memorable narrative that engages customers on an emotional level. It tells your audience not just what you do but why and how you do it, providing them with a glimpse into your company culture and ethos. Well-told brand stories can help build trust, cultivate loyalty, and contribute significantly to your brand identity.

Good branding relies on businesses effectively telling their stories.
Good branding relies on businesses effectively telling their stories. Source: Medium

The Purpose and Four Characteristics of Brand Identity

The primary purpose of brand identity is to make your brand memorable, recognizable, and cherished. It builds customer loyalty, boosts brand awareness, and gives your company a competitive edge.

A strong brand identity should have the following characteristics:


The cornerstone of a robust brand identity is its uniqueness. Your brand should have a distinctive character that sets it apart in a saturated market. This unique factor could be anything from your groundbreaking products or services, your innovative approach to business, or even your exceptional customer service. The goal is to cultivate a brand identity that’s as singular as a fingerprint, allowing your brand to break away from the crowd and be remembered. Whether it’s through your brand voice, visual elements, or the narrative you weave in your brand story, uniqueness should reverberate throughout your brand identity.


Consistency is the thread that ties all elements of your brand identity together. It ensures that whether a customer interacts with your brand through a social media post, a blog post, or any form of branded content, they experience the same core message and feel. This consistency should be reflected in everything from your brand voice to your visual aesthetic. By being consistent, you strengthen your brand identity, making it easily recognizable and trustworthy in the eyes of your customers.


A powerful brand identity is one that’s relevant to its target audience. It should speak directly to their needs, desires, and expectations, providing them with products, services, or experiences that solve specific problems and improve their lives. This relevance is achieved by intimately understanding your target market and ensuring your brand promise, message, and branded content align with their values and lifestyle. Relevance also entails staying attuned to changes and trends in your market, ensuring your brand remains significant to your audience over time.


Authenticity is the backbone of a strong brand identity. Your brand identity should truly reflect your business, mirroring your company culture, values, and the actual experience you deliver to your customers. It should not be a fabricated image designed to sell, but a genuine representation of who you are as a business. Authenticity builds trust and fosters a deeper connection with your customers, making your brand more likable and relatable. An authentic brand identity is transparent, accountable, and stays faithful to its promises, earning the respect and loyalty of its customers.

Apple Inc. stands as a paragon of a brand with a robust identity. A brand that continues to dominate its industry, Apple has crafted an identity that is unique and consistent. Its unique selling proposition lies in its innovative, high-quality products, which are always a step ahead in terms of design and technology. Coupled with its minimalist visual aesthetic, Apple’s products are instantly recognizable in a sea of competitors.

How Brand Content Writing Aids in Building Brand Identity

Content creation is a crucial part of building a brand identity. You can connect with your audience on a deeper level by producing high-quality content that embodies your brand’s voice and values. Whether it’s a blog post, a social media post, or a YouTube video, each piece of content is an opportunity to reinforce your brand identity.

Brand content writing not only educates and informs but also helps shape the perception of your brand. Consistently delivering valuable content can build trust and loyalty among your audience. Moreover, content marketing is an effective way to boost SEO (Search Engine Optimization), increasing your brand’s visibility and reach.

Characters and Storytelling in Brand Content Writing

In the vast ocean of brand identity, one strategy is gradually gaining momentum due to its effectiveness in capturing the target audience’s attention: the use of characters and storytelling in branded content. Well-crafted narratives can go a long way in fostering emotional connections, cultivating loyalty, and inspiring actions that align with your business objectives.

Introduce Characters Who Personify Your Brand’s Core Values

One powerful way to strengthen your brand identity is by creating compelling characters that personify your brand’s core values. These characters could be anything from a natural person, a mascot, or even an anthropomorphized version of your product. What’s important is that they reflect your brand’s personality, values, and promise, giving your audience something relatable to connect with.

Consider the ‘Most Interesting Man in the World’ from Dos Equis or the GEICO Gecko. These characters are memorable and embody the qualities that these brands want to project. Implementing such characters in your brand content writing is a powerful way to deepen your brand’s resonance with its audience, making your messages more memorable and impactful.

The Geico Gecko personifies the brand in an approachable and memorable way.
The Geico Gecko personifies the brand in an approachable and memorable way. – Source: Geico

Create Stories that Highlight the Benefits of Your Product

Storytelling is not merely about spinning a good yarn; it’s about making your audience see themselves in the narrative you create. Beyond advertising your product or service, stories can underscore your product’s benefits to customers’ lives.

For example, Apple often highlights stories of people achieving great things with their products. These narratives don’t merely showcase the products but, more importantly, demonstrate their real-world impact on people’s lives.

In creating such narratives, remember that your brand content writing should not solely focus on promoting your product, but also on establishing a meaningful connection with your target audience.

Defining Your Voice and Tone for Effective Storytelling

Defining your brand voice and tone is essential in crafting narratives for your branded content. Your brand voice is the unique personality of your company expressed in communication. It’s consistent, resonating across every touch point. It could be professional, friendly, edgy, or witty, depending on your brand identity and the image you want to project.

The tone, on the other hand, can change depending on the context. While the voice remains consistent, the tone adapts to the emotions or information being conveyed at the moment.

Your brand voice and tone play a vital role in how your audience receives your brand story. If your brand is playful and youthful, a formal tone might create dissonance. Similarly, if your brand is more serious and professional, a too-casual or quirky tone might feel off-putting.

Leveraging characters and storytelling in branded content is an excellent way to strengthen your brand identity. Through compelling narratives and relatable characters, you can connect with your audience more profoundly, ultimately influencing their perception and interaction with your brand.

Bear in mind, however, that it’s not just about telling stories, but about telling the right ones in the right way. To this end, consistency in your brand content writing and ensuring your accounts align with your brand identity is paramount.

Remember, a compelling story can turn passive viewers into active participants in your brand’s narrative. This is where the true power of storytelling lies in reinforcing your brand identity.

The Value of High-Quality Branded Content

In the world of content marketing, creating high-quality branded content has emerged as an essential strategy to communicate your brand identity effectively. With a focus on providing value rather than direct advertising, branded content can generate a more meaningful engagement with your target audience, ultimately strengthening the relationship between consumers and your brand.

Tips for creating high-quality branded content:

  • Understand Your Audience: Knowing your audience is the first step in creating resonating content. This involves identifying their needs, interests, and pain points. With this insight, you can produce content that provides solutions, entertains, or educates, all of which can engage your audience effectively.
  • Develop a Unique Brand Voice: Your brand voice is a reflection of your brand identity. Whether it’s professional, friendly, or humorous, ensure that it’s consistent across all content to establish familiarity and build trust with your audience.
  • Tell a Story: People love stories; they evoke emotions and are easier to remember. Sharing your brand story can create an emotional connection with your audience, making your brand more relatable and memorable.
  • Focus on Quality, Not Quantity: While regularly posting content is essential for maintaining visibility and engagement, don’t sacrifice the quality of your content. High-quality content that provides value will keep your audience coming back for more.
  • Use Visuals: Images, videos, infographics, etc., can make your content more engaging and digestible. This visual content can complement your written copy, helping to convey your message more effectively.
  • Optimize for SEO: To reach a larger audience, your content should be optimized for search engines. Use keywords relevant to your content, incorporate meta descriptions, and utilize other search engine optimization (SEO) strategies to increase your visibility online.
  • Encourage Engagement: Encourage your audience to interact with your content. This could be through comments, likes, shares, or any other form of engagement suitable for your platform.
  • Measure and Adjust: Use analytics tools to measure the performance of your content. This data can provide insights into what’s working and what isn’t, allowing you to adjust your content strategy accordingly.

Highlighting the Benefits of Your Products and Services Through Content

Branded content can effectively highlight the benefits of your products and services by telling stories, explaining use cases, or demonstrating how your offerings solve problems. This approach offers an organic way to introduce your products and services, focusing on their value rather than hard selling.

For instance, a software company could create a blog post detailing how their product simplifies a typically complex task. A compelling narrative coupled with an authentic demonstration can help potential customers understand the tangible benefits of the product.

Best Branded Content Examples

A great example of high-quality branded content is Nike’s ‘Breaking2′ documentary. This campaign followed three athletes’ journeys to break the two-hour marathon barrier, highlighting the role Nike’s products played in the process. This engaging content effectively demonstrated the value of Nike’s products while capturing the audience’s attention with an inspiring story. Another example is Blendtec’s ‘Will it Blend?’ YouTube series. These videos, showing Blendtec blenders grinding various objects, became a sensation, simultaneously showcasing the product’s durability and creating highly entertaining content.

Nike’s Breaking2 is an example of prime branded content.
Nike’s Breaking2 is an example of prime branded content. – Source: Nike

The Role of Creative Content for Brands

Creative content plays a significant role in communicating a brand’s identity, promoting products and services, and connecting with the audience. By employing creativity in your brand content writing, you can break through the noise, captivate your audience, and effectively convey your business message. Whether through a blog post, social media posts, or a YouTube video, creative content can significantly enhance your brand’s visibility and reputation.

High-quality branded content is an essential component of a successful content marketing strategy. It allows brands to provide value, tell stories, and build relationships with their audience, all while promoting their products and services. Whether you’re a content writer or a business owner, understanding how to create engaging, valuable, and SEO content can significantly enhance your brand’s online presence.

Outsourcing Your Content Creation

In today’s competitive digital landscape, businesses need to make their presence known, their voice heard. The bridge that connects companies to their audience is often well-crafted branded content. As such, professional content writers are invaluable assets, able to articulate a brand’s message, uphold its brand identity, and engage its audience through high-quality content. This article explains why you should consider outsourcing your content creation, and how it could save time, improve SEO, and enhance your marketing strategy.

Reasons to outsource your content creation:

  • Efficiency and Time-Saving: Having a professional content writer handle your content needs ensures timely delivery and allows you to focus on your core business responsibilities.
  • Expert Writing Skills: Professional content writers bring a wealth of writing experience, making sure your content is engaging, clear, and well-structured.
  • SEO Expertise: An experienced SEO writer can optimize your content for search engines, helping improve your online visibility and drive more organic traffic to your site.
  • Consistent Brand Voice: Consistency in your brand voice across all content is essential in maintaining your brand identity. Professional content writers can ensure this consistency.
  • Marketing Strategy: Content writers familiar with marketing can create content that aligns with your marketing strategy, enhancing the effectiveness of your campaigns.
  • Creativity and Fresh Perspective: Content writers can provide a fresh perspective and creative ideas that you might not have considered, making your content more diverse and engaging.
  • Reliability: With an outsourced content writer, you have a reliable source of regular, high-quality content, which is crucial for maintaining an active online presence.

How A Content Writer Saves You Time

Creating engaging, SEO-friendly content requires time and expertise. From researching the latest SEO trends to crafting engaging, grammatically correct text, content creation can be a lengthy process. Outsourcing to professional content writers means you can invest your time elsewhere while ensuring your brand’s message is articulated effectively.

The Benefits of Hiring An SEO Writer

An SEO writer understands how search engine optimization works and can optimize your content to improve its visibility on search engines. This can increase your site’s traffic, enhance brand awareness, and improve sales and conversions. Furthermore, they keep up-to-date with SEO trends and algorithm changes, ensuring your content remains relevant and practical.

The Structure, Organization, and Direction Brought By Marketing Writers

Content writers with a marketing background can add significant value to your content creation. They understand how to craft content that aligns with your marketing strategy and appeals to your target audience, enhancing the effectiveness of your branded content campaign.

The Trust & Credibility Built By the Best Content Writers

The best content writers can help build trust and credibility with your audience. They do this by creating high-quality content that provides value, addresses your audience’s needs and questions, and accurately represents your brand and its values. This, in turn, can enhance your brand’s reputation and customer loyalty.

How A Reliable Content Writer Keeps Your Marketing Consistent

A reliable content writer ensures regular delivery of quality content, keeping your brand active and present in your audience’s minds. They maintain consistency in your brand’s voice and messaging across all content, which is essential in reinforcing your brand identity and building a solid relationship with your audience.

Remember, your brand identity is vital in today’s competitive marketplace. Investing in high-quality branded content is a way to make your brand shine, connect with your audience, and achieve your business objectives.

The Role of Brand Content Writing in Business Growth

It’s no secret that content marketing plays an instrumental role in the current business landscape. A critical component of this marketing approach is brand content writing. Let’s explore how quality brand content writing can propel your business growth, streamline your branding, and engage your target audience effectively.

How Does Brand Content Writing Help a Business Grow?

Strategic brand content writing helps businesses grow by enhancing their brand identity, broadening their reach, and fostering meaningful relationships with their audience. Here are some key ways in which brand content writing fuels business growth:

  • Boosts Brand Awareness: High-quality content gets your brand noticed. It positions your business in front of potential customers, making them aware of your products or services.
  • Improves SEO: Skilled SEO and brand content writing enhances your visibility on search engines, bringing more traffic to your site and increasing the chance of conversions.
  • Establishes Authority: Informative and relevant content can set your business as a thought leader in its industry, building trust with your audience and potential customers.
  • Encourages Engagement: Great content encourages your audience to interact with your brand, creating opportunities for engagement, conversation, and potential conversion.

Strategically Picking Channels and Platforms for Content Deployment

Deciding where to deploy your branded content can have a significant impact on your content marketing’s effectiveness. Your chosen channels should be directly related to where your audience spends most of their time. For instance, if your target market often uses social media, posting regular social media posts filled with valuable content should form part of your strategy. If your audience is more inclined towards in-depth information, creating blog posts on your business blog could be beneficial. A balanced, multi-channel approach is often the best way to ensure your content reaches as many potential customers as possible. For example, at Buzznberry we use a variety of platforms to communicate our message, from insightful articles on our Content Writing Blog to engaging posts on our social media.

Social Media platforms are invaluable in terms of effective marketing strategies.
Social Media platforms are invaluable in terms of effective marketing strategies. – Source: Wikimedia Commons

An Interesting, Dynamic Brand Voice: The Impact on Growth

Creating an interesting, dynamic brand voice is crucial in setting your business apart from the competition. Your brand voice is an expression of your brand identity, reflecting your brand’s personality and values. An engaging brand voice can captivate your audience’s attention, generate an emotional response, and foster brand loyalty, leading to business growth.

Brand content writing is more than just putting words on a page. It’s about telling your brand’s story, conveying your business message, and engaging your audience. With strategic content creation and a distinct brand voice, your business can experience significant growth and success.

Your brand identity is the lifeline of your company’s growth. Investing in quality brand content writing and implementing effective content strategies will keep your brand vibrant, relevant, and constantly evolving in the competitive marketplace.

Branded Content and Social Media

In the dynamic world of brand content writing, the line between regular content and branded content is becoming increasingly blurred, particularly on social media platforms. Branded content, distinctively crafted to echo the brand voice, has the power to deeply engage the target audience, far beyond what traditional advertising can achieve. This content genre, skillfully utilized on platforms like Instagram, can amplify the brand identity, resonating with the users in a more personalized and impactful way.

Do You Get Paid for Branded Content on Instagram?

Instagram offers a unique platform for content creation and sharing, perfect for branded content campaigns. For content creators, influencers, and businesses, Instagram’s Branded Content tools provide a framework to transparently tag business partners in their posts, marking them as ‘paid partnerships.’ So yes, creators can get paid for branded content on Instagram, usually through partnerships with specific brands.

Devices open on Instagram
Devices open on Instagram.

However, it’s crucial to remember that the most effective branded content goes beyond transactional relationships between the creator and the brand. A good brand story shared through high-quality branded content can not only generate an emotional response, but also build trust among the audience, directly contributing to brand awareness and business growth.

Who is Eligible for Branded Content on Instagram?

Branded content on Instagram is for more than just large companies or established influencers. Small businesses, new influencers, and even everyday individuals can create branded content on Instagram, provided they adhere to Instagram’s Community Guidelines and Branded Content Policies. According to Instagram, those eligible for its branded content tools include public figures, influencers, creators, and publishers. To provide a couple of best-branded content examples, we can refer to Nike’s collaboration with Cristiano Ronaldo or Dunkin’ Donuts’ partnership with micro-influencers.

Ensure that your content is genuine, creative, and true to both your brand identity and the audience’s interests. Professional content writers or an SEO writer can help ensure content quality while maximizing reach and impact.

The Consumer Perspective: Do They Like Branded Content?

A question often asked is how branded content resonates with consumers. The answer lies in the strategy behind the content creation. Consumers typically appreciate branded content if it adds value, is relatable, and keeps their user experience intact. If it’s overtly promotional or irrelevant to the platform, the audience may have an adverse reaction. Therefore, creating high-quality branded content that’s engaging, informative, and subtly incorporates the business message is crucial.

Branded content on social media can be a powerful tool for businesses to strengthen their brand identity, engage their audience, and promote their products and services. However, the key to successful brand content writing lies in understanding your audience, creating quality content that resonates with them, and delivering it through the right channels.


The landscape of content marketing and brand identity continues to evolve, with branded content emerging as a critical factor in this changing scenario. Leveraging platforms like Instagram for branded content dissemination offers businesses a unique opportunity to engage audiences on a personal and interactive level. By focusing on crafting high-quality, engaging, and audience-centric content, brands can bolster their identity, build long-term relationships with their customers, and fuel their growth trajectory. 

As with any effective strategy, the key lies in understanding the audience, creating resonant content, and choosing the right channels for distribution. With the power of brand content writing in their arsenal, businesses can unlock new levels of engagement, loyalty, and success.

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How Content Writing Can Help Build a Strong Brand Identity



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