• Brand Strategy is the heart of your brand. It's about who you are and why you matter. It focuses on defining your brand's position, mission, and values, and ensuring that your messaging is consistent across all channels.

• Content Strategy is about how you reach your ideal audience. This means understanding what content your audience needs and how to deliver it effectively. It involves planning, creating, and managing content to engage your audience and achieve business goals.

• Content Writing aims to attract your ideal audience, and inform, entertain, or educate the reader. It includes blog posts, articles, and other types of content meant to engage and provide value without necessarily pushing for an immediate action.

• Conversion Copywriting is specifically designed to persuade the reader to take a specific action, such as making a purchase or signing up for a newsletter. It focuses on driving measurable results.

Vision: A company's vision statement describes what the company aspires to achieve in the long-term future. It’s an inspirational and forward-thinking statement that serves as a guide for all strategic planning.

• Example: Amazon’s vision is "to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online."

Mission: The mission statement outlines the company’s core goals and the approach it will take to achieve them. It focuses on the present and describes what the company does, who it serves, and how it serves them.

• Example: Amazon’s mission is "to continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover, and buy anything, and empower businesses and content creators to maximize their success."

Purpose: The purpose statement defines the fundamental reason why the company exists beyond just making a profit. It often reflects the company’s values and the impact it aims to have on the world.

• Example: Amazon’s inferred purpose is "to make our customers’ lives easier and better."

Value Proposition: The value proposition describes the unique benefits and value that the company’s products or services provide to customers. It explains why customers should choose their offerings over competitors'.

• Example: Amazon’s value proposition is "to offer customers low prices, vast selection, and fast delivery."

To sum it up:

• Vision: Focuses on long-term aspirations and future goals. It's about what the company wants to become.

• Mission: Concentrates on current objectives and how the company intends to achieve them. It's about what the company does.

• Purpose: Reflects the core reason for the company's existence beyond profit. It's about why the company exists.

• Value Proposition: Details the unique value and benefits offered to customers. It's about why customers should choose the company’s products or services.

These statements collectively help shape the strategic direction, operational activities, and customer engagement approach of a company, ensuring clarity and alignment at all levels.

• Translation is the process of converting text from one language to another, focusing on accuracy and preserving the original meaning. It's typically used for straightforward content like documents and manuals.

• Localization adapts content to fit the cultural and regional specifics of a target audience, ensuring that it feels natural and relevant in the local context. This includes adjusting dates, currency, idioms, and other cultural elements. It's used for websites, software, and other content that needs to be culturally appropriate.

• Transcreation goes a step further by recreating the content for the target audience, capturing the same emotions, intent, and style as the original. This is crucial for marketing materials, advertisements, and brand messages where the tone, style, and cultural references must align with local sensibilities, and connect with audiences on a deeper, emotional level. This ensures the brand message is as impactful in the target language as it is in the original. For example, creating a marketing campaign that captures the humor, values, and cultural nuances of the target market to evoke the same emotional response as the original content.

In your past projects, you might have noticed that translation is not enough for marketing materials and brand messages. Transcreation goes beyond simple translation, adapting your message to fit the cultural context and preferences of the target market, which can significantly increase engagement and conversions in international markets.

Artificial intelligence is well on the way to taking over simple translations, but is still a long way from reaching the level of transcreation. Automated translations are often even incomprehensible or incorrect, especially in niche markets where the vocabulary usually deviates from standard formulations. Where humor and culturally specific "insider jokes" have been responsible for the success of marketing campaigns, AI so far delivers strangely inappropriate adaptations.

Success is measured through various metrics depending on the specific goals of your strategy. For brand strategy, this might include brand awareness, customer loyalty, and market positioning. For content strategy, key metrics could be website traffic, engagement rates, conversion rates, and SEO rankings. Regular analysis and reporting ensure that the strategies are effectively contributing to your business objectives.

If your customers don't understand how your product or service can help them, your value proposition and USP communication might lack. In this case, audit your value proposition and USPs vs. competition to understand where you stand. You could also collect direct feedback from prospects and customers to pinpoint areas that are not understandable or misunderstood. It could also be that your website/touchpoint copy is not clear and concise enough, or is lacking structure and flow. Monitor visitor behavior on your website via hotjar or other solutions to understand where they drop off. Focus groups can help to get in-depth insights on what parts of your website or materials resonate, and which don't.