In establishing yourself in the branding arena, branding is practiced alongside your marketing strategy. These definitions help position your customers to see you in a more clear and concise platform and assist them to understand your passion, focus, and purpose. It is imperative to recognize the difference between branding and marketing; so let’s learn!
1. Isn’t Branding and Marketing the same?
A potential client approached me asking for a precise definition of the difference between branding versus marketing. The differences are quite polar and yet; the two components have common denominators to generate a conversion. The lack of clarity within the general public is quite common. However, it is important to know the differences to keep consistency within your tasks, presentations, and product and sales.
Branding — Is the truth, reputation, and value of a small business’s image, ethics, and craftsmanship. It is the stamp or logo on a product that becomes a household name and trusted brand. Think Nike versus a generic sneaker. Which brand would you run to (no pun intended) if you wanted a sneaker which has a great design concept and offers you longevity in the product? It is the ‘Why’ and emotional pull to obtain the support of LOYAL customers. Remember, as Marketing is tactical; Branding is strategic.
Marketing — Is the sales driven tactic which stands behind branding. You will frequently hear or read action words with this tactic. “Buy our product because”, “Call now”, etc. Hence, actively promoting a product or service is a methodology that should always exist. Remember, as Branding is strategic; Marketing is tactical.
2. Digital Branding
Many customers do not care about your product and services. So, identify what is the compelling information that will cut through that cluster. Branding focuses on this identification. That logo. The vitality of what sets you apart. In the late 80’s through the 90’s; branding was presented through television, print, and displays. Today, B2B’s are networking through media platforms. We refer to it as Digital Branding. Digital Branding is the essential tool for branding. In conjunction, branding visually or digitally allows your passion to shine through and forbids a customer from ignoring you at will. Additionally, these platforms of social media (Facebook, Instagram, Twitter, Tumbler, YouTube, etc.) supports building an audience. Just be sure your content is consistent and relatable.
The ever-changing digital reality for ‘Brand Communications’ — 60 Seconds on the Net
I hear yourselves asking what is relatable and consistent content? Tune in next Thursday for this valuable component of information to help support your business and implement a ‘Brand New You’.