The Hardest Thing About Creating for a Brand You Don’t Relate To

In the world of content creation, there’s a widely held belief that passion for a brand is a key ingredient for producing authentic and compelling work. But what happens when you’re tasked with creating for a brand you don’t connect with? For many in the creative industry, particularly those working with small and medium-sized enterprises (SMEs), this can become one of the most challenging aspects of the job.

In this blog, we’ll explore the challenges content creators face when working for brands they don’t relate to, and how they can overcome these hurdles, especially in the SME sector.

Understanding the Brand’s Core Identity

The most fundamental challenge when creating content for an SME you don’t relate to is truly understanding the brand’s essence. Unlike larger corporations that typically have well-established brand guidelines, smaller companies may not have a clear-cut identity or direction. This lack of clarity often results in confusion when trying to convey their message.

Example: A Local Organic Food Brand

Imagine working with a local organic food company that has recently launched but hasn’t yet refined its brand voice. The products are great, but the company struggles with articulating what makes them unique. As a content creator, trying to find a way to express the values of the brand - like sustainability or health-conscious eating - without fully understanding the company’s mission can be extremely frustrating. The result may be generic, sales-driven content that feels disconnected from the true spirit of the brand.

Solution: To combat this, take the time to immerse yourself in the business. Conduct in-depth interviews with the brand’s founders or key stakeholders. Understand the “why” behind the business. What problems are they solving? What passion fuels their work? By asking these questions, you can start to develop a deeper connection to the brand and create content that feels authentic and aligned with its vision.

Identifying with the Target Audience

Another significant challenge when working with an SME is trying to create content that resonates with its target audience. If you don’t personally identify with the customers the brand is targeting, it can be difficult to craft messages that genuinely connect with them.

Example: A Plumbing Service for Residential Homes

Let’s say you’re creating content for a small plumbing service company that caters exclusively to homeowners in suburban areas. If you don’t have any personal experience with the challenges these homeowners face - such as emergency repairs, water damage, or maintenance schedules - it may be hard to generate compelling content that speaks directly to their pain points.

Solution: One effective approach here is empathy-driven research. Put yourself in the shoes of the customer and conduct market research to understand their needs. Engage with customers through reviews, surveys, and social media channels. This allows you to uncover common problems or frustrations they experience, which in turn helps you craft content that feels more relevant and relatable. Always remember, content isn’t about you; it’s about the audience.

Aligning with the Brand’s Tone and Style

Brand tone is a defining factor in all content, and aligning with it can be particularly challenging when there’s a lack of coherence or consistency within the brand itself. SMEs, in their quest for growth, may shift their tone frequently or employ a style that’s inconsistent, making it hard for content creators to maintain a unified voice across platforms.

Example: A Startup Software Solutions Company

Consider a startup that offers software solutions for small businesses. The company’s founders are highly technical but also very personable. The brand's tone fluctuates between professional and overly casual. One minute, the brand sounds like a serious tech expert; the next, it sounds like a friend giving advice. For a content creator, this presents a problem - how do you maintain consistency while still staying true to the brand’s unique voice?

Solution: The key here is to define the brand’s “core” personality. Even if the brand tone fluctuates, look for the common threads that run through all their communications. Does the company aim for a friendly, approachable tone or a more professional, authoritative voice? Establish guidelines for tone and style to ensure your content consistently aligns with the brand’s broader identity, regardless of the target platform or context.

Balancing Creativity with Constraints

SMEs typically have tighter budgets, fewer resources, and less flexibility compared to larger brands. While this forces creativity, it can also stifle the freedom needed to craft compelling and original content. Content creators often face the dilemma of needing to produce high-quality work within a restrictive environment, which can lead to burnout or creative frustration.

Example: A Small Fashion Boutique

Imagine working with a small fashion boutique that has limited resources for a photoshoot. They have a small clothing line and a minimal marketing budget, but they still need a full-fledged campaign. The creative constraints - such as lack of props, location, or professional models - make it difficult to produce eye-catching visuals that align with the brand's fashion-forward image.

Solution: When faced with constraints, innovation is key. Get resourceful by using what’s readily available. Work with local influencers who resonate with the boutique’s target demographic and can help elevate the brand's presence. You can also explore user-generated content (UGC) to showcase real customers wearing the clothes, which adds authenticity and relatability. By thinking outside the box, you can still create standout campaigns with limited resources.

Dealing with Limited Brand History or Legacy

Larger brands often have years of history and a strong legacy to lean on in their marketing materials, making it easier for content creators to position themselves within the narrative. However, SMEs don’t always have this luxury. The lack of history or legacy can leave a content creator struggling to craft a compelling story around the brand.

Example: A New Gym Opening in a Small Town

Consider a new gym opening in a small town that’s competing against established fitness centers. They don’t have an extensive history to pull from, and their brand story is still evolving. The challenge for a content creator here is to create a narrative that makes the gym stand out while highlighting its unique value proposition.

Solution: Focus on the brand’s future vision and its immediate impact on the community. While there may not be a rich legacy, you can build anticipation around its potential. For example, you can focus on the personal stories of the founders, the gym’s commitment to changing lives, or its state-of-the-art equipment. By tapping into aspirations and the excitement of new beginnings, you can create a compelling narrative.

Creating for a brand you don’t relate to can be daunting, especially when the brand lacks the clarity and resources of larger companies. However, by diving deep into research, aligning with the target audience, defining tone and style, and embracing creativity despite constraints, content creators can still produce compelling work that resonates.

For SMEs, this is an opportunity to explore new ways of telling their stories and connecting with customers. With the right approach, even a brand with little history or a small budget can build an authentic, engaging presence that feels real and relatable to its audience.

Are you facing challenges creating content for a brand you don’t relate to? Let’s collaborate and explore ways to turn your brand’s story into something your audience will connect with. Reach out to us at AltiDo Marketing Lab for a fresh perspective on your content strategy!