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Brand, Content, and Reach

The following is a framework I’ve developed and modeled from trying to find a complete stance on business needs.


Every business has three core needs: brand, content, and reach.

  1. No brand: no internal direction or reason for anyone to care.
  2. No content: no way for anyone to learn about your story.
  3. No reach: no one to find your content.

Businesses start with building a brand, then building out content, and then going for reach.

It doesn’t make any sense to make a key and then run around looking for a lock to open. The only productive solution is to find a lock and then fashion a key.

Customers and true fans work the other way. They come across you through reach efforts, make their way through your content, and become fans of your brand.


  • A story worth telling
  • Messaging/positioning
  • Reviews
  • Logo/identity design
  • Iconography
  • Design system


  • Website
  • Social media posts
  • Blog posts
  • Photography
  • Videography
  • Illustration

Content reach

  • Ads
  • Shares
  • Funnels
  • Links


  • Tracking/analytics
  • Hiring
  • Training/coaching