Brand entertainment describes media products and entertainment offerings that are created and marketed by brands. In this way, strong brands emancipate themselves from paid media, advertising, and dependence on third-party providers.
With individual content, strategic storytelling and own media products, brands accompany their audience throughout the entire customer journey and ensure greater involvement and a strong bond with their consumers.
This makes brand entertainment a strategy for successful brands to inspire their audience and stand out from the competition.
Media products are the combination of content, form and medium that create a product. Media products enable brands to achieve long-term attention and regular touchpoints to reach new customers and markets.
Media products are a mixture of editorial format and brand communication, for example magazines, blogs, podcasts or video series. Advantages are standardization and high scalability. Once created, they can be multiplied and marketed to increase value in the long term.
In doing so, they combine the goals and messages of brands with the needs and interests of the target audience. In this way, brands position themselves in a new context and with content that conveys competence as well as know-how and addresses solutions and customer needs. A media product thus offers you the best platform to present your target group with relatable content beyond marketing and sales topics.
Storytelling literally means “telling stories”. Behind that lies a method of conveying knowledge and information with a narrative. The long tradition of storytelling draws on leitmotifs, metaphors, symbols and rhetorical means to convey content in an entertaining and memorable way.
The term is used in marketing, digital media and the entertainment industry. In corporate communications, storytelling serves to capture the attention of the audience, convey messages more easy and remain in the memory as a brand. Storytelling combines individual messages into a coherent story and prepares it in the appropriate format – in text, images, video or audio. Depending on the target group and medium for which stories are developed, they can be consumed simply by watching, reading or listening, or they can be interactive e.g websites, streaming offers or virtual reality applications.
The SWEETSPOT STUDIO offers you expertise in these areas and creates customized content and contemporary narratives that connect you with your customers.
Content creation refers to the professional creation of content for specific media. This can be texts, designs, images, videos, animations or other types of content.
In today’s attention economy, brands and content creators are faced with the challenge of creating high-quality content on a regular basis that will prevail on platforms and in competition with information and entertainment offerings. This makes successful content creation a combination of relevant and up-to-date content, excellent design and format-compatible technology. Typical areas of application for content creation are the maintenance of blogs, magazines, websites, social media channels, podcasts or other media products.
The SWEETSPOT STUDIO supports content creators and brands in creating great content and unique stories.
Brand positioning is about anchoring a clear image of a brand, product or service in the minds of the target audience. To achieve this, several methods are used, including design, marketing, packaging, sales support and clear differentiation from the competition.
In the Brand Positioning Workshop with the SWEETSPOT STUDIO you define the core of your brand, the mission, values and USPs. Together we will find a clear differentiation from the competition and define services and benefits from the perspective of your customers and the market.
Personas (also called Buyer Personas) represent your target group. They focus on the needs and goals of the target audience, which helps you to develop user-friendly and successful media products, content and marketing strategies.
While classical target groups are often superficially described with socio-demographic data (age, gender, place of residence, job, etc.), personas represent ideal-typical customers. They include behaviour, goals, desires, media and buying behaviour. On this basis, better strategic and creative decisions can be made to address the target group.
The SWEETSPOT STUDIO helps you to develop inspiring personas which respond to the needs of your customers. In the persona workshop we also present you with concrete derivations of personas for your content strategy.
UX (User Experience) and UI (User Interface) design are crucial disciplines in the development of a media product.
User Experience Design deals with all aspects of a user’s interaction (experience) with a product, company or service. By analyzing customer data, UX designers determine expectations, perceptions and reactions that occur before, during and after the use of a product. Based on the analysis, the structure and functionality of the product can be improved and adapted. The goal of UX Design is to find out how users perceive and use the product in order to easily and intuitively achieve their goals.
The user interface design, on the other hand, is the intersection between people and the product. The goal is to design an intuitive and user-friendly user interface. A UI designer is responsible for everything that users can see and interact with. The UI design includes screen design, layout, colors, imagery and interaction elements. UI design aims to simplify user flow, decision-making and to create trust. A media product works when interface and user experience are coordinated and UI and UX design go hand in hand.
Ideation describes the process of developing and communicating an idea from initial concept to implementation. Therefore it is a key component of any successful media product or content strategy. Ideation processes are crucial to being innovative and remaining competitive. The starting point is to clearly present the problem and identify the influencing factors. These can be trends, environment, needs, budget or similar. In addition, internal opinions, convictions and principles of those involved, as well as implicit knowledge, are part of the process. With the help of creative techniques, ideas, concepts and solutions are generated, e.g. in workshops or brainstorming sessions. In contrast to purely creative work, ideation includes the evaluation and implementation of solutions in practice.