Larger companies seem to embrace a fractured approach to establishing their forward-facing voice since there are many departments, properties, divisions and the list goes on. Startups have mastered this aspect of branding strategy because they don’t have as much red tape and employees tend to rally together during a company’s embryonic phase. It’s fresh, new, collaborative and exciting.
Brand makeovers are not. As a content strategist, I have to find clever and tangible ways to position a brand and engage various audiences. So if you don’t have a branding team or branding strategists, what do you do?