Sometimes, when our content provides a very pointed form of value, it can be helpful to build a distinct motif system which will unify that content separately from the rest of the business. In other words, brand the content.
Here are a handful of benefits of branded content:
maintain focus
Well-branded content can help keep your focus on the primary value you are providing each time you go to create something new.
set expectations
Branding helps others quickly get an idea of what they can expect to gain from your content. If you have complicated or nested content system, it can also help the audience navigate the to the particular value they are looking for.
develop tone
Motifs almost always carry an emotional component to them, so developing a brand system that conveys the tone you want the content to carry can help ensure the message of the content carries the same tone. (Which makes sense because we already know that the entire environment of the content is the message.)
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All that being said, what branding ultimately does is set up guardrails for value. It creates a motif system which delineates what is in and what is out according to the proposed value associated with that system.
For those of us who are trying to maximize the value and minimize the waste in our content, these guardrails can be very useful tools.
