Linked to the brand identity are certain themes, which could also be called content pillars. These are areas of focus that support the creation of content that match to a consumer’s interest. These themes must be true to the brand essence, not focused directly on sales, and should also speak to the interests of the audience.
For Coca-Cola, for example, consumer interests filtered through the brand essence of ‘Coke brings joy’ could result in the following pillars:
• Friendship
• Sharing is caring
• Spreading smiles.
These pillars are then used as the basis on which to develop content ideas.
In the above tweet, we can see how a particular content pillar was translated into a question that is focused on relationships and family. It also encourages engagement from the audience by asking for their input.
Another example which demonstrates this is how Corona brought their brand essence to life through an interactive documentary. The documentary depicted the first encounter that people from Bulin in China, 7 500 km from the coast, had with the beach. You can view it here:
http://www.coronaextra.eu.
