In times of digital change, it will be more and more important for companies to look back on their inner strength: their brand. Because it forms a reliable constant in a rapidly changing online and offline world. It is important to keep true to these inner values and to repeat them at each step throughout the customertouchpoint-journey. Therefore, it is imperative to have the right strategy and provide the right structure and process. Because a brand is always built from inside out not vice verca. Using the example of the B2B technology brand, Sulu, this master thesis will show how a content-strategy based on the interaction between brand and the customer-touchpoint-journey can be developed. The goal: a strong brand and a clear positioning in the market. The intense research has led to the development of a content strategy model with brand focus as its core. Furthermore, Sulus business model and its current content situation has been examined, following with target interviews. In addition, guidelines for the development of a strong brand voice have been defined, as well as a tool to measure branded-content. Based on this, customer-touchpoint-journey for the main target group has been developed, as well as brand messages along this journey. For Sulu, it is now possible to fullfil an adequate brand communication. Moreover, this master thesis shows which structures and processes are neccessary in order to implement the content strategy into the organization. The success can then be examined by the defined performance measurement. Finally, an examplary cost report shows how the efficiency of the implementation of a content strategy can be shown.