If the brand is the message, content strategy is how it gets delivered: the sum total of the activities to enhance the written and spoken expression of a company’s brand. The term ‘content strategy’ is best known in its digital context: the structuring, development, and management of content for websites and digital applications. However, inContinue reading “Sending the Right Message”
Tag Archives: design
The Linguistics of Branding
My day job (that takes a few nights as well) is helping companies connect to their customers through ‘verbal branding’: that is to say, positioning, messaging, corporate language, and brand voice. It’s somewhat unusual in that to many people, brands are visual constructs, consisting of logos, color schemes, visual vocabulary, and guidelines. However, that’s notContinue reading “The Linguistics of Branding”