Mar 3, 2016
Brands need to do more than simply post or curate Web content. Consumers want to know what a brand thinks and WHY. When content lacks a clear brand POV, it loses the opportunity to engage with consumers.
Most brands start with content that speaks to the business, product features, or benefits. Some brands focus on content relating to personal usage stories or topics that have a high correlation with the interests of their target consumers. Seasonally driven brands do this when they create holiday or time of year content. The key to a compelling brand POV—and driving value with your content—is where the best of these two approaches intersect with the essence of your brand. For brands, this means focusing on content that ranks as highly relevant and interesting to your consumer, but also explores those interests and communicates the values of your brand.
The Consumer/Brand Value Matrix: Focus on the intersection of high consumer and brand interests to drive value with your POV.
Brand Attributes Drive POV
Whole Foods Market: The original Whole Foods Market opened in 1980 with a staff of only 19 people. It was an immediate success. At the time, there were less than half a dozen natural food supermarkets in the United States.
A POV should be an extension of a brand, not a replacement of it. Straying from your brand’s values and attributes lacks believability. When creating a brand POV, the best brands consider their history, mission, and vision.
Whole Foods is a great example of brand POV. The chain’s POV is focused on the ideas of healthy food, healthy community, and healthy lifestyles. These concepts (or content pillars) align perfectly with the brand. More importantly, the content directly correlates to the interests of Whole Foods’ core consumers while still retaining the authenticity that provides differentiation.
Why Content Pillars Frame POVWhen brands focus on two to four content pillars (topic areas that drive content creation), they can bring their POV to life. The pillars help consumers easily identify and recall what a brand is about. Whole Foods has created three content pillars: “Food,” “People,” and “Planet.” By using pillars in the site design, they work as signposts that allow users to easily find the content they are seeking, but also discover new ideas that are associated with their interests.
Whole foods website provides a gateway to experiencing its POV. To help the users along, the POV is distilled into “Show Me,” “I want to,” and the “Our Stories/Your Stories” areas.
Elevating Your Brand Equity with a Consistent POV
Keeping content visible by cross-linking across your channels, but also, keeping your POV consistent from one experience to the next will guide consumers in better engaging and connecting with your brand.
Whole Foods Facebook pages not only consistently communicate the brand POV, but tailor to individual platforms and audiences as the user moves from the main website into their local community pages.
Whole Foods uses a consistent POV across its channels. A look at the Facebook pages—both national and local—show examples of healthy food and healthy community. Whole Foods focus on local communities presents a compelling POV that resonates—a vast number of consumers use both the .Com and the local Facebook sites. So wherever a consumer chooses to engage with Whole Foods, brand equity is built.
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