Content is a key branding role and needs to have a clear strategy applied from the outset, getting content right from day one will save many hours of hard work in the future. Content strategies rely on sound brand foundations, as well as clear channel definition and demographic segmentation. Having defined tone and content attitudes before any copy is written allows for clear and safe briefing for content creation, which in turn can reduce content creation costs, reduce errors, and makes sure the right message is delivered to the right people in the right way. Equally, no matter what the sector or channel, building narratives with consumers helps them build a better understanding, and with understanding comes trust.