Brand Identity
The core elements of what we traditionally have referred to as a “brand” are contained within its visible “brand identity.” The components of the brand identity are created by the business itself.   In other words, brand identity is the way in which a business wants its potential consumers to perceive and remember its brand.  Brand identity forms an important base within the activity of branding, as this is how we first perceive it, as well as continue to recognize the brand in the future. The brand identity forms the foundation of the Branding Triangle.

Now, how a brand is actually perceived by the consumer is different, and referred to as the “brand image.”  Within a brand’s identity are:

The logo  
Symbols and icons
Type style
Colors 
Packaging    
Art work
Photography
Slogan/tagline
Voice or sounds
Distinguishing visual/audio elements
Placement and location

Content Management
Moving in a clockwise manner, the next integral part of the Branding Triangle is Content Management. The administration of your processes, messaging and technologies concerning your content is another critical aspect of creating and maintaining the awareness, appreciation of and connections of your customers and followers with your brand.  Without the creation and intelligent management of “branded content,” your company brand and products and/or services will rapidly become irrelevant and forgotten, even by your most ardent customers and advocates. “Out of sight, out of mind,” is the maxim to keep in mind here. Once the brand establishes its identity, it must communicate and become known. 

A Power Brand cannot become or remain one if it is not continuously communicating and connecting with its audience. While the world is becoming more automated, we have lost our personal contact with individuals. Creating personalized content can become a huge differentiator for the Power Brand that takes heed to this branding opportunity.  

When it comes to power branding, content management is ultimately the responsibility of the Chief Marketing Officer (CMO) or, in the case of a small business or startup, the owner or Chief Executive Officer (CEO).   Your brand, in part, is as vibrant and valued as the content that it publishes and distributes, and the help that it offers.  This content may be your images, video and audio properties, sales decks, blogs, ebooks, published materials, emails, newsletters, press releases, tweets, and even the content of your character reflected in your smile.

Effective content management concerns itself with:

Market research  
Brand touchpoints and execution    
Content creation
Scheduling    
Editing
Publishing and distribution    
Monitoring consumer and media feedback
Audience development (Increasing the number of genuine contacts, fans and followers)
Oversight and  review
Recommendations for future content and PR initiatives

How Content Connects with Branding
Your content forms the second aspect of the Branding Triangle. If your brand is not creating content that shows customers how to do something, you are missing out on a big opportunity to provide customer service in a format that customers increasingly demand and love.

Once you have produced your how-to content, you can share it in a variety of places.   Of course, your business website is the primary location to host your content; include it as part of your customer service page.   But also place your videos on your YouTube channel and share the video  links to the content throughout your other social-media channels.   Done right, how-to content keeps existing customers happy and attracts new ones, too.

Customer Relationship Management (Customer relations management and “customer servic