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FROM CHAOS TO SYMMETRY: HOW BRANDED TEMPLATES HELP SCALE ON-BRAND CONTENT WRITTEN BY: ALAN WEBBER, PROGRAM VICE PRESIDENT, DIGITAL PLATFORMS
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With the proliferation of channels, companies need more content to stay in front of the customer, and branded templates provide a broader spectrum of roles and the ability to create content while remaining on brand.
The Upheaval in the Modern Content Ecosystem
For any business, from the small mom-and-pop shops on Shopify to the largest enterprises, content is the lifeblood of a business. When done well, it communicates everything the customer and the market need to know about that business from what the company values are to the products offer to generating loyalty from customers. And because content plays such a critical role, it is also important that the content that goes out is on brand and effectively communicates with the customer.
Not all content has to be branded. Content about the general industry such as blogs or articles about general market and industry trends doesn’ t necessarily need to be branded. But content that promotes the company and its specific products does need to be clearly branded because it is a representation of the company and its values.
For example, in 2009, the Pepsi company decided to rebrand some of its products including Tropicana orange juice. Pepsi switched from the traditional and established brand of an orange with a straw sticking out of it to a plain white container with a large splash of orange across it. However, it quickly discovered that the new branding made the product look more generic and less differentiated to the consumer, and sales significantly fell. It is estimated that sales dropped by over 20 % due to the new packaging and that over $ 130 million in sales were lost. p
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