Lets start by the beginning, what's branded content?
The Branded Content is considered a marketing strategy based on creating content sponsored or produced directly by a brand.
It is not something new. In the years 30, before the advent of television, brands such as Procter & Gamble sponsored radio programs with tips for housewives. The result was brilliant for the brand… and consumers. Other historical examples of Branded Content are the book Guinness World Records, the Michelin guide…
Of course, in the digital and ad saturation age, the Branded Content It is acquiring an extra dimension. A good recent example is the space jump Felix Baumgartner / Red Bull already covered in this blog some time ago with the post The most watched ad in history is not an ad. Goodbye, advertising.
Are we sure that the Branded Content is marketing?
Few days ago I read a fantastic article from Patricia Weiss on Branding Strategy Insider that caught my attention. Weiss questioned the Branded Content as merely a marketing strategy. Instead, the expert believes that this is a mindset (mentality) that builds brands, transcending marketing.
One thing is certain, the Branded Content explicitly does not sell and does not hide corporate brand messages. These are stories about people who connect emotionally because our values related revolve around aspects, goals…
Perhaps a new form of storytelling?
The part I like more on Branded Content is that many of the stories we're seeing are aligned with a purpose, and notice the coincidence: It is the brand purpose. I think today is key that both trademarks as every personal brand has worked extensively the purpose.
Everytime a trademark promote a purpose such as being market leader, a kitten dies. The same happens when I ask a person what their purpose is and tells me “earn money”. Something as serious can not be instrumentalized in this way. We talk about a utopian dream, a vision, the reason of being (Ikigai), or our "why".
And that brings us to a new narrative that can transcend the marketing and become a brand new culture, either corporate or personal.
And what about the Personal Branded Content?
Many of the professionally shared content could be included in the personal marketing, or if you want Personal Marketing Content. -The intention is to sell directly or indirectly- our services, our products. When it comes to position ourselves as specialists (experts, if you want), this is Personal Branding, and the key here is involving others as supporters of our professionalism.
I don't deny that some of the articles in this blog -very few- have this intention. But if each item was personal marketing would end up hating readers, and this could be boring even for me.
I think there is a part of research and altruism necessary in the content we share. And that's what we call the Personal Branded Content.
Thinkers & doers
As my colleague and “thinker” Arancha Ruiz says, in every professional sector there are thinkers and doers (pensadores y hacedores). Of course, there are also hybrids that combine both profiles (I consider myself one). But you are more than one or the other, If you have identified a way you can generate short stories to transmit.
The big brands are doing a good job providing us with stories that connect human values. And as humans we have the opportunity to open our secret passions box, hobbies… stories to show how we are, what are we doing to improve the world and what really matters.
Relevance, truth and meaning
Resuming Weiss, the story of your brand integrates three essential boosters: relevance, truth and meaning, and it is always oriented people, not products or services. The hero and heroine are others, not you.
An example of Personal Branded Content are the series of photographs with story that many igers (Instagramers) they give altruistically and cheer us on. Recently, I decided with my passion content: historical photography. I created a hashtag called #GRelatos and every day I tell a little story about a photo that has left mark.
We must change our way of thinking: the Brand Content is not a discipline, or a department. It is pure brand culture. And it's also personal brand culture.
Today, 17 of March, St. Patrick is my birthday. I'll drink a Guinness. Have a nice week!
#TEDxEixample19: the moment of truth
This week will be the first event TEDxEixample. As a volunteer member of the organizing team'm more than proud of the work that is being done, under the inspirational thrust of Pau Samo. Thanks Pau, Ana Reyes, Robert Ferrer, Carmen Gibert, Rubén G. Castro, Helena Casas, Alba Espejo, Eva Soto, Irina González and Oscar Martinez! The 22/3 it will be a great day.
You are on time, I think ten or twelve remaining tickets. The tickets can be purchased here.