Here's a question for you. How does branding differ for a content business than, say, an ecommerce business?
As I mentioned a few newsletters back I'm going through two "brand" projects for clients right now where we're re-thinking the brand and aesthetic from the ground up. Both clients are content-first businesses and the traditional process for thinking of branding isn't quite working. Traditional creative agencies don't get the brief. There's no 30-second TV spot to tell the brand story.
Now, I'm no expert on branding. I'm a student for sure. But I think there are unique challenges for branding a content business that I've not seen talked about.
My friend
Sean Blanda just put out a tweetstorm this morning that you should absolutely read.
And I wrote a post called "
branding in the age of content" a few weeks back.
Both of those provide a glimpse at the problem but without really offering much in the way of solutions.
So!
I'm still thinking deeply about this problem. I'd love your help. Have you been involved in branding for a content business? Seen anyone doing this well? Any insights into the unique challenges that a content business faces?
Write me back and let's figure this out together! You're all smart folks (all 85 of you!).
