Owned media is a great way to build your brand through aesthetics, style, tone and voice. With complete control over the media strategy, owned media allows you to build a brand exactly the way you want it, without going through the restrictions of earned media or paid media.
Defining your brand's voice
Do you have a distinguishing feature that you want to stand out about your brand? Whether it's an aesthetic, a color scheme or even a linguistic element, owned content is the best way to do it. Establish a strong concept of your brand and vision, curating it to a specific taste and attracting consumers that enjoy your brand for the personality it has.
It is also a great place to establish guidelines, especially if you are selling services. If there are any specific rules to your services or products such as return dates, cancellation fees, etc, then identifying them on your media pages is a useful way of ensuring your customers are aware before purchasing.
Crafting engaging content
Then comes the content creation. It's all well and good saying that the content needs to be effective, eye-catching and elevated, but what exactly should the content include?
Well, to begin with, it should be consistent with the message of your overall brand. Think about the values of your brand, the aesthetic and the voice and ensure that this comes across resolutely in your media pages. Are you more of a formal brand? Or do your products fit a more light-hearted, fun vibe? Is the overall message you want from your media pages put forward? All of these aspects should be considered.
You should also consider your target audience while you create your content. To get to know your target audience, you can conduct market research or consumer analysis, which will then help to give you a good idea of the type of content you should be creating. Your content should engage the audience, so knowing your target demographic is essential for any brand.
Lastly, your content should be distinctly unique and distinctly you. Every detail on that page is valuable, with each small image or word carefully thought over. You want people to identify with your brand and media that has had time and care put into it will be much more intriguing to people than a rushed, half-hearted page.
Implementing visual branding elements
Visual elements are a wonderful place to start with building your brand identity. Us humans take in visual elements easier than others, our eyes often being drawn to certain images over text and language.
Integrating eye-catching imagery throughout your media channels will help to drive traffic and get customers excited about your brand. This is important regardless of the media type, including paid media or earned media also.
Some aspects you should focus on here are the logo and brand identity as a whole. Often the logo is a stand-out feature of the brand as a whole, so designing one that is unique and special can make the difference - we all think of one thing when we see a yellow M against a red background!
Equally, the color palette is very important. Different colors can evoke different emotions within your audience, so you want to think carefully about the color scheme you want to use. You want the logo and the aesthetic to fit seamlessly with the color palette, as well as the brand itself.
For example, an aromatherapy brand may want to use soft, dusky colors to match their relaxation services. Meanwhile, a sports company might want to use bright, intense colors to help people feel motivated.
Likewise, the typography and visual branding should be similar across every media platform. Although different platforms have different specifications and rules, the content should, for the most part, remain consistent. Switching up the different forms of content can be distracting and can take away from the main message you want to get across of your brand.