Brand relevance
Make social content feel specific to your business
Content feels generic when another company could publish it unchanged. Specific content reflects how the business works, what it knows, who it serves and why those details matter to customers.
Brand relevance
Put it into practice
Four steps to apply it.
Identify the replaceable parts
Read the draft without the logo. If it could belong to almost any competitor, mark the broad claims, stock phrases and unspecific advice.
Add observable detail
Use a real process, product difference, service area, customer pattern, team perspective or quality check that the business can substantiate.
Connect detail to customer value
Do not include facts merely because they are unique. Explain why the detail makes the experience clearer, safer, easier or more appropriate.
Keep the voice recognisable
Build a small set of tone principles and preferred language. Consistency should come from the point of view as well as colours and fonts.
See the difference
Move from generic to useful.
A stronger direction adds relevance and substance without making the message unnecessarily complicated.
“We provide quality service you can trust.”
“Before we leave, we complete the same six-point check and show you exactly what was tested.”
Common mistakes
What to avoid.
A useful principle can still produce weak content when these details are overlooked.
Specificity is the simplest test of originality. Show the real evidence behind what the business wants people to believe.