What we call "brands" are just promises of an experience ... and content will help you shape that promise.
When marketers ask, “How do we want to brand this product?” what they’re really asking is how they want their audience to think about that product once it comes to market.
A brand is a promise. It’s an expectation of an experience.
The company and tag line and logo and brand colors only exist to call that experience to mind.
Brands can meet that expectation, exceed that expectation … or in the worst cases, fall short of that expectation...