Before you press “publish” on any new piece of content, it’s critical to make sure that it is brand-aligned. After all, marketing content that does not support the core messaging of your brand isn’t doing your organization any favors, and it could be actively harming you in the marketplace. So as you work on your next piece of marketing content, ask yourself these 20 questions:
1. Does this content convey key messages important to our brand?
2. Does this content stay on topic?
3. If this piece of content were the first thing someone encountered by our brand, would they have a clear understanding of who we are and what we stand for by the end of the piece?
4. Which brand value or set of values does this piece align with?
5. Is this content relevant to our target audience? If so, have we done the research to support that claim?
6. Does this piece of content support or muddle our message?
7. If this content uses humor, does it fit our audience?
8. Does the tone of this content fit our brand style?
9. Does this piece of content address its audience’s pain and point them to our brand as a compelling solution?
10. Visually, does this content fit with our other offerings?
11. Does this content stand out from that of our competitors?
12. Does this piece of content follow all brand design guidelines?
13. Do the images and design choices in this piece of content convey the image our brand wants to uphold?
14. If this content piece had no mention of our brand, could someone guess what brand it was aligned with based on color choices, font choices and so forth?
15. Is this content’s design of a level we are proud to display as part of our brand?
16. Does this content fit with our other content offerings in terms of when and how a prospective customer will interact with it?
17. Does this piece of content entice a viewer or reader to continue further down the funnel?
18. Does the content link to other marketing materials, encourage a prospect to contact our organization or otherwise promote engagement?
19. What does this content do to drive demand or activate sales?
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