How can you tailor your brand story to different digital channels?
Your brand story is the core message that defines your identity, values, and purpose. It's what makes you stand out from the crowd and connect with your audience. But how can you adapt your brand story to different digital channels, such as your website, social media, email, or video? Here are some tips to help you tailor your brand story to each channel and create engaging content that resonates with your target customers.
Before you craft your brand story for each channel, you need to know who you are talking to. Different channels may attract different segments of your audience, with different needs, preferences, and behaviors. You can use tools like Google Analytics, Facebook Insights, or email marketing software to analyze your audience data and create personas. Personas are fictional representations of your ideal customers, based on their demographics, psychographics, goals, and challenges. By creating personas, you can tailor your brand story to address their pain points, offer solutions, and inspire action.
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Billy Chapnick
VP of Marketing & Sales Ops
Assuming that you have already developed key target personas to target your audience, the next step is to understand how each persona interacts and engages with your content on different channels. Your brand story must hit the interests of your targets and even more importantly engage with them differently based on different channels. For example, by utilizing brand ambassadors or social media influencers, you effectively rely on them to speak to their audience with the correct tone and approach. By creating YouTube content, your brand may want to project a different image as well.
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Stefanos Moschopoulos
Co-Founder of The Luxury Playbook & Marketing Training Club | Helping Entrepreneurs Launch & Grow Their Startups
Personas enable you to create content that resonates deeply with specific segments, making your brand story more relatable and impactful. It's like speaking directly to your audience's hearts and minds, fostering stronger connections and driving desired actions.
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Arijit Deb
A marketer by passion |Ex Reliance Capital | Ex vivo mobiles| Ex SM Auto Karfts| Ex Prodigy Communication|
Tailoring your brand story to different digital channels means adapting content, tone, and visuals for each platform to connect effectively with diverse audiences.
Different channels have different strengths and limitations when it comes to delivering your brand story. For example, your website is the main hub of your online presence, where you can showcase your products, services, testimonials, and values. You can use your website to tell your brand story through text, images, videos, and other elements that convey your personality and credibility. On the other hand, social media is a more interactive and dynamic channel, where you can share your brand story through short posts, stories, reels, live videos, or polls. You can use social media to build relationships, spark conversations, and show behind-the-scenes of your brand. Email is another powerful channel, where you can deliver your brand story directly to your subscribers' inbox. You can use email to nurture leads, provide value, and drive conversions. Video is a versatile channel, where you can use visuals, audio, and emotions to tell your brand story in a compelling way. You can use video to educate, entertain, or persuade your audience, depending on your goal.
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Stefanos Moschopoulos
Co-Founder of The Luxury Playbook & Marketing Training Club | Helping Entrepreneurs Launch & Grow Their Startups
Leveraging the strengths of each platform allows you to engage with your audience in a way that resonates best with their preferences. Whether it's the depth of your website, the interactivity of social media, the personal touch of email, or the visual appeal of video, tailoring your brand narrative to these channels maximizes your reach and impact.
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Billy Chapnick
VP of Marketing & Sales Ops
Here lies another perfect usage case for generative AI tools to aid in content development to propel your brand story for different digital channels. Once you have your user personas identified and have a good understanding of the key messaging to target each desired persona, creating prompts and inputs to an AI model can deliver very specific content for each channel. For example, enter all of your brand talking points into the prompt and what type of messaging and tone you'd like to portray, an AI tool can then help create outlines for email campaigns, social media messaging, blog ideas and even scripts for videos. All positioning your brand to appeal to different audiences across channels.
Your tone and voice are the expressions of your brand personality and values. They reflect how you communicate with your audience and how you want them to feel. Your tone and voice should be consistent across all channels, but you can adjust them slightly depending on the context and purpose of each channel. For example, your tone and voice on your website may be more formal and authoritative, while on social media they may be more casual and friendly. Your tone and voice on email may be more personal and conversational, while on video they may be more emotional and engaging.
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Billy Chapnick
VP of Marketing & Sales Ops
Advice on tone and channel alignment. A lot of marketers keep a marketing persona handbook. Each page is dedicated to profiling that persona, including different tones and approaches to use via social platforms, video content, website content, email campaigns and blogs. A simple 1-page grid located on a shared Teams or Google Drive is effective for your marketing, content and sales teams to quickly reference. This chart lays out tones by persona and can be segmented by channel. It also provides keywords to reference and appropriate pain points to address as well as product/service features and benefits to highlight.
Your content is the vehicle that delivers your brand story to your audience. You need to optimize your content for each channel, to ensure that it is relevant, clear, and attractive. You can use keywords, headlines, tags, and metadata to optimize your content for search engines and increase your visibility and ranking. You can use images, graphics, emojis, and hashtags to optimize your content for social media and increase your reach and engagement. You can use subject lines, previews, and calls-to-action to optimize your content for email and increase your open and click rates. You can use thumbnails, captions, and subtitles to optimize your content for video and increase your views and retention.
Finally, you need to measure your results and evaluate how well your brand story performs on each channel. You can use metrics such as traffic, impressions, clicks, shares, comments, likes, views, subscribers, leads, and conversions to track your performance and identify your strengths and weaknesses. You can also use tools like surveys, feedback forms, or reviews to collect qualitative data and understand how your audience perceives and responds to your brand story. By measuring your results, you can learn from your successes and failures, and improve your brand story and content strategy accordingly.
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Billy Chapnick
VP of Marketing & Sales Ops
I highly recommend having a marketing analyst on your digital marketing team. I like to utilize Google's Looker Studio to creat data visualizations that combine my HubSpot, Google Analytics, HootSuite and other data in one convenient place for trend analysis and new ideas.
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