Get to the point

While your brand is ultimately decided in the minds of those who experience you and what your business brings to the world, you have the control to help direct their thinking. Define the four or five values that will be the building blocks of your brand. These become the shape of your Content DNA.

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Your customers and advocates experience your brand. But they are not the sole architects of it. Your brand must reflect the truth about who you are, what you stand for and what shape you want to portray to the world. Doing that right will set you up to attract the people who want to buy from and support you, and then everyone wins.

In the last chapter, we looked at ways to understand what it is you’re all about. Now, let’s nail that down by picking some real words and phrases to represent your Content DNA.