Brand isn't a channel.

It's your company ethos, positioning, messaging, and idea of a unique way to approach things. Once you figure that out, your brand is distributed through marketing channels to get people to buy in.

1/Thread

Companies often say "we want to invest more in brand!"

What you're really saying is you need to invest more in figuring out how to differentiate yourself from your competitors and find your uniqueness. Once you've done that, the brand will come through in everything you do.

2/

"Brand content" isn't a thing.

Content can help build your brand if you take a stance, have opinions about unique ways of doing things, you're clear on your advantages and where others fall short, etc.

ie. You're clear on your positioning

3/

If you don't have a strong brand, it's likely not because of the marketing tactics, it's because you haven't figured out the marketing fundamentals.

/end thread