Believe it or not, I’ve actually been trying to develop one single line of thought over the last week and a half’s worth of posts. Let’s see if we can tie it all together, in reverse order:

Motifs are patterns which set expectations. Those expectations define what is in, what is out, and what is next.

Branding is a system of motifs that communicates to customers whether what they want is inside or outside of that branded offering.

These branding motifs should extend beyond visual presentation through to your ideological patterning.

The act of preparing content is the act of removing all the things (visual and ideological) that are extraneous to the branding motifs of your business or offering.

This preparation reduces wasted time by setting expectations properly, generating positive emotional experiences, and accurately directing customers toward something they will find valuable (and maybe away from something they wont).

Systematizing this preparation can elevate your content from mere posting to something which we could begin to consider publishing.

The more visible your publishing standards are, the more credible your content tends to be for your audience, because it shows that time and care has been taken in advance to do the waste management for them.