The Content Marketing Cycle: Brand Identity


Creating a professional brand has many of the same elements as making a movie – from the story concept to marketing the final production.

During the development phase, think about your most compelling and memorable stories and see if there is a pattern in them. How do they tie in with what you want to share with your intended audience? When you decide on a concept, you can produce a step-by-step outline that focuses on a dramatic structure and set up an editorial calendar that will give you a sense of direction. Your story and how you share it should be based on a clearly-defined marketing strategy that is designed to leave a positive and lasting impression.

After you refine your overall concept and create a timeline, you’ll be empowered to combine content, images and rich media that will help you craft the story of your unique brand. During this phase, the brilliant nurturing of creativity goes from imaginative collaboration to structured intent.

Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You.

– Tom Peters

This is the second of eight articles that focus on the major components of creating a content marketing plan.

Photo by Caren Libby – European Car Show – St. Louis, Missouri

Caren Libby

Caren Libby

Caren has a corporate and entrepreneurial background in marketing and project management. She frequently collaborates with a variety of service providers on full-service marketing projects. She also has a passion for photographing people and places in St. Louis and beyond.
Caren Libby

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