• The Business Owner

Creating memorable branding content

- By Nick Cole, owner and photographer at Nick Cole Photography

When you share new marketing content, you have an amazing opportunity to show the value you offer and strengthen the connection with your audience. Whatever you share you’ll want to stay front of mind, so your audience remembers you when they’re ready to reach out.

So whether you’re creating new content yourself or you’re working with a team of professional creatives, here’s a few handy tips to help you create truly memorable branding content.

Always talk to your ideal client

Whenever you write copy or share photos, ask yourself if your content will resonate with your target audience.

• Are you friendly, technical or

educational? Whatever your style

build a connection with your ideal

client and develop a consistent

tone of voice.

• Try and avoid technical jargon where possible. Keep it conversational, light hearted

and easy to read.

• Use bespoke photography that feels authentic and relatable to your business.

• Consider which social media platforms have the best fit with your business and focus

your energy there. I’d suggest spending your time on a maximum of two platforms,

rather spreading yourself too thinly.

Agitate a problem and offer a solution

If you haven’t identified your customer’s problem yet, now’s the time to do some research and start talking about it.

Imagine you’re an accountant that specialises in helping small businesses monitor their finances. You help them achieve real time reporting and offer monthly support so they can make important financial decisions.

Talk about the risk of reacting too late, agitate the problem and highlight the consequences. Share case studies, blogs and testimonials and show photos of you working with your clients.

Bring it to life, make it feel real and invite them into your world.

Show a visual story

Our brain can process an image in just a few seconds and much quicker than ploughing through reams of text. With visual storytelling you can draw the viewer in, create an emotional connection and immerse them in what you have to say.

Introducing storytelling photography will make your content even more compelling.

Images have been used to share ideas and tell stories for millennia. And there’s a good reason – it works!

Take them on a story arc, connect with visual storytelling and show them a world where their problem has been solved. In my storytelling guide I share eight simple tips to help you build storytelling into your marketing content.

Align your photos and your copy so it looks and sounds like you

Have you seen websites that say one thing and show something completely different? You scroll through the site and it feels disconnected and confused.

Always try to use photography that looks and feels authentic and connects with your copy and avoid stock photography if you can.

Stock photography can be a quick and cost-effective solution, but you have no control over where the images are used. So as well as the images being used on your website, they could be used on thousands of sites all over the world, potentially conflicting with your branding.

Make sure your branding is bespoke, builds trust and gives potential clients the confidence to stay connected with you.

If you’re not sure where to start, it’s worth talking to a professional photographer and copywriter. They’ll help you get under the skin of your brand and ensure your photography and words look and sound like you. Look for businesses that specialise in “business to business” and have a track record of creating marketing photography and copy.

Make sure your content is current and relevant

Fashions change and you change too! Avoid using a headshot or branding photography from ten years ago. You might look a little younger, but that photo doesn’t capture how you look now. It’s important to use branding images that are a fair reflection of how you’ll look when people meet you in the real world.

Cropped holiday snaps are a definite no. You may be bathed in beautiful sunshine with a beach backdrop, but if the photos are out of context they’re unlikely to connect with your brand.

Investing in a headshot or personal branding photo session will create content that’s aligned with your brand. Content you can use in your marketing campaigns, on your website and social media.

Look out for PR opportunities to take your message to a wider audience

Do you have a product launch, a community story or an award that showcases your skills and how you help your clients?

These could be a great opportunity to reach a wider audience, showcase your business and reveal what makes you stand out from the crowd.

Think about how best to share your story. Will you post an update on LinkedIn and share your news with your email list? Is your story worthy of reaching a wider audience?

It may be appropriate to reach out to a PR specialist. They’ll be able to advise on dealing with the press, preparing the right kind of content and pitching your story to their contacts.

It’s also worth considering the visual content to accompany your story. Most press articles need a photo to accompany your story and it’s important to create the right kind of content to maximise the chances of getting your story into the press.

If you’d like to explore what business storytelling photography could do for your business, head to Nick’s website at nickcolephotography.co.uk or you can follow Nick on LinkedIn at linkedin.com/in/nickcole-photography.