Your customers use search engines, that's a fact. They search words and topics that they are pumped about. They can learn about you, trust you and eventually buy from you if in that search, they find your content that touches them on an emotional level. Every visit to your web presence is an opportunity to build trust and make a connection. Highly researched content could bring your customers to you.
How will you tell it to your customers and your employees?
Your brand is making emotional connections with your customers. Iconic logos, immersive design, visual characteristics, a guide to your distinctive culture-voice. Great branding will help your customers feel something special, something that sticks with them, something resonating.