Focus on your messaging before you focus on your marketing.
The skip to marketing when the messaging is not in place makes for more expensive marketing costs, confusion with the public and their perceptions as well as a lack of continuity and endurance growth.
There are hundreds of ways to tell a story and thousands of ways to tell different parts of a story.
Still, be sure you have your story and the foundation of its messaging solid, situated and clear before bringing it to a public that has a very short attention span and tends to read only headlines.
Many will need to see you telling your story and different parts of it a number of times before they click through, read on, connect or buy from you.