Step 6: Create content

Finally, start writing or developing your content. Think about how to reflect your association’s brand and personality in the content you write. Do you want to be professional, casual or something in between? Make sure the tone and images match the brand you want to portray.

And you’ll have to manage the balance between showing your expertise and not sounding condescending to your audience.

Having a branding and messaging guide to share with the team responsible for developing content will ensure that your content has a consistent look and feel. For examples of guides, take a look at the Mailchimp Content Style Guide and Jamie Oliver Brand Book.