Branding is just another name for creating a perception – how marketers want their audience to think about a product once it comes to market. The word “product” can easily be swapped for service, or blog, or newsletter, or any number of things marketers promote. The underlying concepts remain the same.
A brand is an expectation of an experience. The company and tag line and logo and brand colors only exist to call that experience to mind. The essence of a brand lies within its meaning. And words have meaning. Words matter.
Content is currency — something we trade for our audience’s attention. It’s our job to create content worth sharing. How it’s shared isn’t up to us.