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Brand Strategy Vs. Content Marketing: What’s the Difference? & Why You Need Both

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In the vast landscape of brand building, two pillars stand tall, supporting the essence of a powerful brand – Brand Strategy and Content Strategy. These are not just concepts; they are the guiding stars that navigate your brand through this rollercoaster ride of entrepreneurship.😅

If you’re feeling lost or stuck in your brand, then these are likely the missing culprits. Read on for clarity on these essential building blocks and learn more about the difference between the two.✨

Your North Star AKA Your Brand Strategy

Your brand strategy is your North Star, an internal compass that provides direction and purpose. It goes beyond the conventional considerations of colors and fonts; it consists of your brand voice, core messaging, and positioning. Picture it as the magnetic force that keeps your brand in orbit, helping you stand out in a competitive market. When you don’t have a brand strategy, you’ll likely always find yourself feeling unclear of your brand’s point of view, unsure of what to post about on social media, making it hard to build a loyal community around your brand.

Yes, your brand strategy consists of the usual colors and fonts we always think of, but there’s so much more to it than that!

Here are a few key elements to add to your Strategy Toolbox:

  • Your Brand Core Values: This acts as a guide to your copy and communication with your clients and audience online. It also helps you understand what is in alignment with your brand when creating content, collaborating with other brands, and making business decisions.
  • Your Brand Personality: This is basically your brand vibe and how the world will perceive you. It’s best to build your brand personality around your real-life personality to make it easy for you to show up as your authentic self without having to think about creating a “persona.”
  • Your Brand Voice: Think of this as the expressive essence that sets your brand apart from the rest. Whether it’s a friendly, conversational tone or a formal approach, it’s unique to your brand and the way you communicate with your audience.
  • Your Core Messaging: At the core of your brand’s story, it serves as the overarching theme guiding your communication and content. These central topics provide a framework to discuss various aspects, ensuring a cohesive message that clarifies your brand’s identity for your audience.
  • Your Brand Positioning: Think of this as the space and value your brand takes up in your ideal client and audience’s mind that makes them want to choose you over others offering the same thing as you.


Your brand strategy is not a static document but a living guide. Use it as a reference point for every piece of content, every interaction, and every decision your brand makes. It ensures consistency and coherence in your brand’s expression.

Putting this all together can feel like tew much, but lucky for you we have a resource to help you show up for your true to self brand –minus the industry jargon. Check out the ✨ Brand Bible Business Journal here.✨


The Conduit: Your Content Strategy

Your content strategy serves as the conduit, a roadmap that leads your audience to the North Star you’ve defined through your brand strategy. An effective content strategy should align with your brand, engage your target audience, and drive meaningful results for your business.

Here are the ingredients to a robust content strategy:

  • Your Content Pillars: These are the fundamental themes that define your content. Imagine your content as a story, and the content pillars as the overarching themes that shape its narrative. These 3-5 pillars are the foundational concepts or topics that consistently appear in your content, reinforcing the core messages of your brand strategy. They serve as the pillars that support the structure of your brand narrative, providing a consistent and recognizable framework for your audience.


For example, if your brand is centered around Black Brides, your content pillars might include themes like empowering love stories, diverse wedding traditions, and interactive/fun content. These pillars ensure that every piece of content contributes to the larger story of your brand.


  • Your Communication Style: This is HOW your brand engages and communicates across various platforms. Social media is the stage where your brand performs, engages, and builds relationships with your audience. Social media communication in your content strategy involves defining how your brand presents itself on different platforms, tailoring the tone, styles, and content format to suit the preferences of each audience.


When determining your communication style, ask yourself these questions:

  1. Who are some celebrities, personalities, influencers etc. who represent your social archetype?
  2. What do you like about how they show up on social media?


For example, the celebrities that represent my social archetype are Tia Mowry and Kerry Washington. I love how playful and energetic their content is, but how there is always a powerful message beneath the surface.


  • Social Listening and Market Research: The keys to establishing a psychic-like connection with your audience lie in the realms of social listening and market research. Imagine your audience wondering, “How do you just get me? – that’s the level of understanding we’re aiming for. Social listening goes beyond just hearing; it’s about comprehending the needs and interests of your audience. By tuning in to the online chatter, you gain insights that allow you to craft content tailored to address their specific pain points. It’s the secret sauce that transforms understanding into action!


When imagining your target audience, ask yourself these questions:

  1. Who are you passionate about serving?
  2. What are they like as people?
  3. What makes someone in your target audience your ideal client?


When you don’t have an effective content strategy, you’ll likely often feel like it’s a struggle to ‘find your people’ or get them to stick around and buy into what your brand is about and your brand may struggle to connect with its audience, like a ship without a compass lost at sea.

Your content strategy is not just a checklist; it’s a dynamic plan that adapts to the evolving needs of your audience. It is the vehicle that carries your brand message to the right audience at the right time. 

When you don’t have a robust brand strategy, you’ll often find yourself wandering in the marketing wilderness, unclear about your identity, struggling with social media presence, and failing to articulate what makes it unique.

Brand strategy and content strategy are not standalone concepts but a dynamic duo working in harmony. Your brand strategy sets the tone, and your content strategy ensures that every component plays its part to create a brand that resonates with your audience. In the grand narrative of your brand, let these two strategies be the foundation, guiding you through the plot twists of the market and ensuring your brand’s story is not just told but heard, understood and embraced.


Need help building or relaunching your true to self brand so that you can show up with confidence and clarity?✨Grab the Brand Bible Business Journal ✨


All Images Sourced from Giphy

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