© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2022
A. SchulkindMarketing for Small B2B Businesseshttps://doi.org/10.1007/978-1-4842-8741-5_6

6. Branding and Design for Content Marketing

Andrew Schulkind1  
(1)
Rhinebeck, NY, USA
 

  • What is a brand?

  • Does brand matter for small businesses?

  • The difference between brand and design

  • How to build—or rebuild—Your brand

  • How your brand is most likely to fail

  • Design is not art and it’s not magic

  • Website design process

  • Redesigning your website

  • Evaluating your design

A new client’s marketing team and I had hammered out an agreement on a new website build project. I won’t identify the industry to protect the guilty, but will reveal that they were not in a “creative” field.

However, they ...

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