{"id":3743,"date":"2013-04-18T08:30:33","date_gmt":"2013-04-18T15:30:33","guid":{"rendered":"http:\/\/blog.dlvr.it\/?p=3743"},"modified":"2026-03-30T18:38:47","modified_gmt":"2026-03-31T01:38:47","slug":"how-do-you-create-an-irresistible-brand-maria-ross-responds","status":"publish","type":"post","link":"https:\/\/dlvrit.com\/blog\/how-do-you-create-an-irresistible-brand-maria-ross-responds\/","title":{"rendered":"How do you create an irresistible brand? Maria Ross responds"},"content":{"rendered":"

\"\"<\/a>We recently caught up with Maria Ross, Founder of Red Slice, for a Q&A session\u00a0on the importance of having a clear brand strategy. Maria is a brand strategist who advises entrepreneurs and SMBs on creating irresistible brands. You can hear Maria’s session on “Start with the Story: Why a Clear Brand Strategy is Vital to Effective Content Marketing”<\/em>\u00a0<\/strong>at dlvr.it\u2019s upcoming\u00a0Content Marketing Strategies Conference<\/a>, May 7 -9, 2013 at The Claremont Hotel Club & Spa in Berkeley, CA.<\/p>\n

<\/span>Q&A time with Maria Ross:<\/span><\/h2>\n

We were enjoying a blog post you wrote, The 10 must-have messages you need for your brand<\/em><\/a>. \u00a0In the post you speak about, “consistency in your branding and messaging.” How does a business keep to the message without sounding robotic?<\/strong><\/p>\n

<\/strong>Maria:\u00a0<\/strong>Thanks, I enjoyed sharing that post with my tribe! Consistency should never be confused with \u201crobotic.\u201d Two different things. Starbucks is consistent in terms of quality and convenience. You always know what you will get when you walk into a store anywhere in the world. Same is true of Apple. You expect fine design, cool features and sleek usability. You expect the same look and feel so you know its Apple. <\/em><\/p>\n

Being consistent means identifying and articulating the key things for which you want your brand to be known, and ensuring you deliver that promise through everything that you do. <\/em><\/p><\/blockquote>\n

Brands get into trouble when they promise one thing but fail to consistently deliver it through every single customer touchpoint. <\/em><\/p>\n

You can\u2019t possibly be all things to all people so choose wisely and focus on those messages. <\/em><\/p><\/blockquote>\n

In terms of content and messaging, this means knowing your brand voice and personality and ensuring everything you write conveys that tone. It means understanding your core benefits and hammering on those within the context of whatever content you\u2019re producing. It does not necessarily mean saying things the exact same way each and every time, but using scripts or having soundbites and creatively tailoring them to the context is what will help you stay consistent and fresh, all at the same time.<\/em><\/p>\n

<\/em>We often hear the following from small business, \u201cOf course <insert big brand x> can do content marketing, they have big budgets.\u201d What advice can you share with a small business when kick starting a content marketing program that doesn\u2019t break the bank and is consistent?<\/strong>
\n<\/strong><\/p>\n

Maria:\u00a0<\/strong>Content marketing is the most inexpensive marketing tactic you can employ on a budget! You write your own editorial in your own voice, you build your own fan base, you determine your frequency, and you can create content once and repackage it a hundred different ways. And it can set your company up as a thought leader. I can\u2019t imagine anything more affordable! And it is usually a heck of a lot more effective than spending hundreds of thousands on one ad or one billboard (which is all you\u2019ll get if you have a tight budget). Content marketing can live on forever and be used in a variety of ways. <\/em><\/p>\n