There are a ton of brands in the online space these days. Everyone is looking for a way to set themselves apart from the crowd. Fortunately, every company has a story and no two are alike. Using more story distinguishes every business, regardless of if it employs one person or ten thousand people. Brand containers are an organizational tool to do that.
What are Brand Containers?
Story is a large magnanimous concept. In order to stay on brand, it has to be pared down into smaller quantities. Otherwise, brand messaging ends up all over the place. That’s where brand containers come in.
Brand containers are predetermined story topics that fit within the wider brand message. A solopreneur might only pick a half dozen story topics, while a multinational organization might choose more. Choosing prevents the temptation to put everything out there.
What Kind of Stories Work in Brand Containers?
Brand stories tend to vary by industry. They also depend on who is behind the brand. Several of the women followed by Silver Magpie routinely talk about the history of their businesses, perfectionism, travel, mompreneurship, and tips in their industry. That runs the gambit between emotions, hobbies, and business.
The idea is to pick stories that resonate with the target audience. Someone trying to reach 20-something city women would pick different brand containers than someone trying to reach 70-year old men. These stories aim to make a brand relatable, not alien.
Why Should I Bother?
Picking brand containers does two things. The first of these is to supply content fuel. If the content must fit into these categories, it is easier to create. Taking the time to cement the brand containers saves time over the long haul.
The second reason is to prevent unintentional sharing which harms the brand. People like brands that show up consistently. If one day a food blog starts talking about a messy divorce, that’s going to raise some red flags with consumers. This can lead to a significant drop in reach as people unfollow.
Parting Thoughts
Brand containers are an organizational tool that helps businesses keep their messaging going. They’re not the be all and end all, but they are a solid step towards consistent brand messaging. Each brand container is an option, not a limitation, on what a brand can say.