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CONTENT
Content is customized information (words, images, audio) that is developed for a specific audience. That audience may be broad, narrowly focused or somewhere in between. But the information should always be relevant and engaging. It should also be consistent in terms tone and appearance.
Branding is a process that promotes a product or service with specific identifying features that separate it from the competition and make it instantly recognizable by your target audience. Brands are built through repetition of impressions in the marketplace. In other words, it takes time to build a brand. One of the key points to executing a successful branding campaign is to ensure that your message is a genuine reflection of you and your business. For example, if your business is colorful and bombastic, your presentation should be as well. Likewise, if you’re products and services are of the no nonsense variety, you’ll want to put away the
circus tents.
circus tents.
BRANDING
STRATEGY
Of the three indispensable elements of marketing campaigns, strategy is perhaps the most difficult to define. That’s because in larger business, strategy can become a multi-faceted operation that reaches into multiple departments. But within a small business, strategic activities tend to be simplified. In this context it relates almost exclusively to advertising, marketing and promotions. Basically your strategy will determine the territories where you want to have a presence, the mediums (digital, print, broadcast, etc.) you want to use and the frequency with which you use them. Factors that will influence your decisions will be budgetary, seasonal, competitive and promotional.
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