As the corporate driven creative message is assigned to the advertising graveyard, and content becomes the key tool to engage consumers the ability to use content to build a story around your brand is more important than ever before.

If you know and understand your customers and are able to create content that resonates with each segment (and I’m not talking traditional age related segments) you are well on your way to building a profitable brand.

That’s because so much research is carried out online. Need to find something out, what do you do? You ask Google. It is estimated that Google answers more than a billion questions from people around the world every day.

So where do you start? Well this superb infographic from BrandPoint in the US provides a robust overview of what you must do to build awareness, generate interest and create customers. These are of course key steps to building a profitable brand.