“One way to break through and get creative as a brand content publisher is to identify, memorize and script as the brand’s ideal character.”

Facebook, Twitter, and Instagram have made being a brand more like being a helpful friend. Everyday, successful social media-driven companies are posting useful, enjoyable, and informative content for their audiences. It’s an everyday kind of thing.

And if you find yourself struggling to get creative after months of pushing out content, you’re not alone.

We’ve created a useful practice for generating great content on a daily basis. It’s called “Character Composite”. It’s the way we act out the character and personality of the companies we represent.

Basically, we draw out the best descriptors of the brand we’re representing online (we use glass tabletops hung on our office wall, but whiteboards or chalkboards work great too!). Then, once we’ve put those things up, we step back and decide what it all looks like when put together. What kind of person is this brand?

For example, in the past we worked with a winery. Their lead vino was an eccentric personality who loved classic rock, European sports cars, and ranching. Putting those things together, we had a board of words like:

• Funny with an edge – think Formula 1 Race Car Driver

• Eccentric, wild, and unpredictable, but always pointed toward passion for the craft

• History buff, and we mean rare, strange history

• Classic rock – Deep Purple, European 70s jams, jamming at all times

• Deeply interested in taste and influences

Once we had these in place, it was much easier to put out content on a daily basis. We’d reach out for interesting historical facts about wine or the latest super sports car in Europe on days when content was starting to run dry.