From choosing a logo to deciding upon a color scheme, any aspect of visual presentation of your company name tells a story about the brand image you’re seeking to convey. This also includes the selection of font in your branding, a decision which might not seem like make-or-break but requires plentiful consideration by a company’s marketing team.
People often interchangeably use the terms Content Strategy and Content Marketing. Some people even merge the two together and call it content marketing strategy. So what’s the difference and why does it matter? Simply put, content strategy (the WHAT) should always define the goals and the content marketing tactics (the HOW) are used to achieve those goals. Depending on the size and structure of a company, content strategy should always support the overall sales and marketing strategy and/or be aligned with the overall business strategy.
In the last two articles, ‘Importance of Thought Leadership for Corporate Growth’ and ‘Your Company’s Thought Leadership Has Eluded Business Development Success’, we focused on thought leadership. We talked about the importance of thought leadership for corporate growth, while also looking into factors in which a company might miss out on the benefits of thought leadership. In this article, we’ll discuss the connection between thought leadership and brand awareness.
Every business needs to establish a strong emotional link with its customers. The best way to do this is to create a business brand that conveys those qualities that you want your product or service to represent.
Companies like Apple, Google, and Microsoft have built brands that embody their corporate values and which help them to attract new clients. A business with an effective brand strategy can gain a tremendous competitive advantage and even charge a premium on the basis of the trust that its name evokes.
But how can you build your business brand and what exactly should it convey?