The basics of your message are the words you use – it goes without saying. If content is king then one of the content royal family is the message directly put in words. It may be a one liner, a tagline, slogan, motto, or it may be something of greater depth – an article, a written walk-though, helpful information your clients and customers can use, or perhaps general and chatty ideas surrounding your products, services and the corner of the market they inhabit.
You brand is made of so many things. Increasingly it is becoming more and more visual, even for the small business. The visual aspect may be a photo, a graphic design, a video presentation or promo. It is even the case that motion graphics are being used more by larger organizations for their promotions. They bring an artier sensibility to the whole marketing process. I will admit it is something I like, but it is not right for everyone and would make the marketing scene dull if everyone was employing just such.