Avinash Nair
September 27, 2016

The Importance Of A Strong Brand Image In Content Marketing

Brand image

Brand image can be roughly explained as your brand’s personality. It helps you attract loyal followers of the same personality or cult. Great examples are Wolverine Boots, which attracts people with a strong, rugged personality, and Etsy, which attracts people with artistic leanings.

As with everything else in marketing, brand image can’t be built in a day. You have to channel a lot of time, efforts and advertising dollars to establish it. Once you establish your brand image, it would be a crime not to carry it forward in all your future marketing strategies – including content marketing.

But how would you carry forward brand image into content marketing?

I was hoping you would ask.

Brand Image in Social Media Posts

I started off this post quoting Wolverine boots as an example, so it is essential I expand on it a little.

Wolverine is a 130 year old brand that has manufactured some of the finest boots the world has ever known. From the near-legendary, century-old “Wolverine 1000 Mile” boots (named because it was said to give you 1000 miles of wear), to proprietary technologies like Wolverine DuraShocks, Wolverine sells premium work shoes in over 100 countries and has become a global lifestyle brand.

Wolverine are workmen’s boots. They are for people who are not afraid of getting their hands dirty whether they are fixing a wheel or hiking. Every single post on their Facebook either shows men at work or in some action. Even their Facebook description carries forward their image of sturdiness and strength.


Brand Image in a Blog

Your blog should be a mirror of your thoughts and business pursuits. For instance, at E2M, we write about social media, content marketing, SEO and online branding, because we provide those services.

We have written some scandalous posts, thought-provoking posts, long-form posts, and some short, news type posts – all related to online marketing. But we have never swerved so much as to write about fashion or sports, because that would be blasphemous!

Some marketers promote content diversity and insist on writing about current issues or topics. For instance, back when the issue of gender inequality surfaced in Silicon Valley, everyone was writing about it.
However, if it doesn’t involve your business, keep your nose out of it – unless of course you are writing on your personal blog or Medium.

Brand Image in Email

Anyone who knows me knows I am huge fan of storytelling in content marketing. I have been the lucky recipient of some amazing story-telling emails. We recently teamed up with Barkily for their Kickstarter campaign and found a nice way to ask for help through email. For brand consistency, we used the same blue and white theme that we use for our newsletters.

We wanted everyone to think of Barkily as a fun brand that dog parents could connect with. So we used this method to strike a chord and build our image as a brand that cares for and understands dogs. We were a bit worried because we had deflected from our usual path. Nevertheless, we got an open rate of 42.7 percent and a click-through rate 6.3 percent. These are quite near our average open rate.

Yet, it is not always possible to tell stories – especially when one wrong move can lead to unsubscribes. But that also doesn’t mean your emails have to suck. For example: for their Outcollaborate newsletter, Wrike sent this amazing eye-grabbing headline / email that rides the thin line of productivity and workplace issues quite commendably.

Whether you are using storytelling or scintillating topics, make sure you measure the open rate against other formal emails. Also it goes without saying, moderation and good judgement are the key here.

Brand Image in Video Content

Excuse me if I sound redundant but I can’t stop myself from sharing this amazing video marketing campaign from Wolverine  boots; yes, Wolverine again.


In this campaign, Wolverine boots were put through various tests such as the Boots Vs Paintball, Boots vs Fireworks, Boots Vs Fish tank and the Boots Vs Microwave test shown in the above picture. The videos are short and powerful, and convey the sturdy image quite aptly. On the other hand, their Fall Collection video, was not quite in line with their brand image, as a result of which it tanked badly with not more than a few hundred views. There are many awesome ways to repurpose your video content in different formats while maintaining brand image and consistency.

So where does branding and content coincide?


Your brand image is strongly tied to your content. The sweet spot between branding and content can be the tone and visuals that you use in your marketing and advertising material. These can then be carried forward in all your content. If you are able to deliver the same tone seamlessly over all content platforms and social media channels, you are halfway through imprinting your brand in your customers’ minds.


Lead/Featured image: Copyright: ‘http://www.123rf.com/profile_cteconsulting‘ / 123RF Stock Photo

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Avinash Nair

Avinash Nair is a digital marketer at E2M, India's premium content marketing agency. He specializes in SEO and Content Marketing activities.