In today’s marketplace, customers have options—and lots of them. They aren’t just looking for products or services; they’re searching for brands they connect with. Your company’s culture is a powerful way to differentiate yourself. When you communicate who you are and what you stand for, you build trust and loyalty with the people who matter most. Content is one of the best ways to share that story and foster those meaningful connections.
Here are four ways to make your brand and culture shine through content—and why it matters.
Video Storytelling: More Than Just Footage
Video taps into something special—it evokes emotion in a way that sticks. Think about Patagonia’s films: they don’t just sell jackets; they tell stories of environmental activism. In the same way, video storytelling allows your company to share the heart behind your work. Imagine highlighting your employees’ personal stories or capturing those small, unscripted moments from a company event. When your audience sees the humans behind the brand, it makes your company feel more relatable and trustworthy.
User-Generated Content: Build a Community
User-generated content (UGC) can transform your audience from passive viewers to active participants. Think about Starbucks’ seasonal drink campaigns—customers eagerly post their favorite orders, effectively marketing on the company’s behalf. You can do the same with employees or clients. Create a social media challenge or invite people to share how they use your product or engage with your service. This approach not only strengthens relationships but also lets others tell your story in an authentic, powerful way.
Behind-the-Scenes: Pull Back the Curtain
Showing what happens behind the scenes makes your brand feel approachable. For instance, a quick Instagram reel of your team preparing for a big project or brainstorming ideas in the studio offers a glimpse into your company’s personality. People appreciate authenticity—they want to connect with brands that feel real. Plus, this content helps foster a sense of pride internally. Employees see themselves in the narrative, which can boost morale and remind them they’re part of something meaningful.
Thought Leadership: Share Your Expertise, Values
When you publish thought leadership content, you’re doing more than showing off expertise—you’re giving your audience a sense of what your company cares about. Companies like Basecamp share insights on productivity, remote work, and balanced living to align with their mission and inspire others. By contributing meaningful ideas to your industry, whether through blogs, podcasts, or videos, you demonstrate not just what you do but why you do it. This creates a narrative that attracts people who align with your values and strengthens your brand’s credibility.
Conclusion: Make it Count
Telling your story through content isn’t just a marketing tactic—it’s an intentional effort to connect with your audience and show what makes your company unique. Video, UGC, behind-the-scenes clips, and thought leadership all offer ways to express your values and brand personality.
The bonus? Much of this content serves double duty. As it goes out to the world, it also turns inward, reminding your team of the mission and culture they’re part of. When done right, content drives drives the ongoing conversation that defines and sustains your brand.
