What is Branded Content and what can it do for your brand?

The marketing area is increasingly a dynamic ecosystem, with new strategies emerging all the time. A good example of this is Branded Content, a differentiating tool that helps brands convey their message to their target audience, bringing them closer to their products and services.

Let's consider the example of video, a format that is increasingly valued in content marketing strategies and is so appealing to consumers.

Thinking about video content is thinking in a multidisciplinary way. Nowadays, working in video, besides all the technical aspects and the need to involve teams with that profile, also implies working side by side with design, branding, marketing and even sales teams.

Defining a strategy that involves this whole team is what will generate value for the client. And this is our motto at LOBA, so we are moving forward on this path.

Branded Content is still a little known strategy, but it has been gaining ground. Proof of this is the fact that it is already an official award category at the Cannes Lions Creativity Festival.

Creating valuable content, through interesting stories and visuals, that moves and connects with the audience, is the main goal of video. And Branded Content favours precisely that - the connection with our target. So let's get a better understanding of what Branded Content is and what it can do for your brand.

But, after all, what is Branded Content?

As the term itself suggests, Branded Content is the creation of content that is directly related to a brand's universe. The important part is that this content needs to have quality and relevance to the target audience.

The premise is always to create value, something that is always present in LOBA's strategic thinking. We don't want to fill our clients' channels only with ads that repeat themselves cyclically. That can be a good method at a given moment, if it is aligned with that campaign's objectives and if it is framed in a more wide-ranging campaign or strategy. 

With the help of Branded Content, the brand exposes its values and positioning through a narrative that generates an identification and attracts current and/or potential clients. A piece of Branded Content can tell a story that is in line with the brand's values, without even mentioning it or making subtle references - for example, through the logo or the use of the company's colours.

In this way, the dynamics of brand promotion change, as we favour the story over a commercial strategy. Instead of being associated with advertisements, which are often ignored or badly received, the brand starts to be associated with information or entertainment, which currently have more value for the consumer.

The aim of Branded Content, therefore, is not to sell products or services, but to consolidate the brand's image in the market, strengthen links, increase trust, affinity and promote its values. But, in reality, the connection it promotes with the target audience ends up being, in the medium and long term, a strong ally in sales. After all, it is easy to understand that a consumer prefers to buy a product from a brand with which he identifies than from one that does not invest in a distinctive way of reaching people.

5 ingredients for creating success stories

  • Authenticity: Create a story involving the brand and inspired by current affairs, everyday situations, dreams, wishes, or something you feel will appeal to your audience. It is important that the story is aligned with the brand's values and ideals.
  • Creativity: Telling a simple story, inspired by everyday facts, can be more interesting than having a complex plot that is difficult to follow. Sometimes the simplest and truest is the most creative. Create your own message, associate it to the brand, and make it creative enough so that it stays alive in the customers' memory.
  • Identification: It is important to know the profile of the target audience in order to tell a story that leads people to identify with the plot and the main character. When the audience identifies with the values, ideals and attitude of the brand, it is easier to create and strengthen bonds.
  • Positive emotions: The story has to provoke an emotional reaction from the audience. The emotional involvement with the story contributes to the closeness between the brand and the audience.
  • Happy ending: All stories have moments of tension and conflict, but a happy ending is essential to leave the audience with a positive image of your brand. 

All brands - new or already established in the market, as these also need to be "revitalized" to stay in the public's mind - can benefit from the power of storytelling. This is possible with Branded Content actions, which are focused on nurturing the relationship between the brand and the audience, delivering relevant content and messages with value, emotion, credibility and attitude. 

LOBA is here to help you tell your story. 

Shall we get started?

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