Branding and marketing are some of the key elements that define a successful brand. While these processes often overlap, they are two distinct yet essential business functions. Knowing their differences and how to apply them to your business are important tools in any business owner’s arsenal.
In this post, you will learn about:
What is Branding?
David Ogilvy, the Father of Advertising, said that the brand is “the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” A brand is a metaphor for the product and its totality, condensed into a few words yet brimming with meaning.
It is how you exist both in reality and as a perception in the consumers’ minds – often by the deliberate design of masterful entrepreneurs through branding and instilled through marketing. Branding comes before marketing.
Branding is an ongoing process of creating a brand identity that separates a business from the rest.
On a surface level, branding can be manifested through the company’s name, logo, colours, products or services. But it goes so much deeper than that.
To begin, a firm must do some introspection to reflect on the type of company they would like to be.
- Who are they?
- What are their vision and mission statement?
- What are their core values?
- What kind of positive impact do they want to leave in the world?
These fundamentals will lay the foundation for their overall strategy and set the tone for all their initiatives. Branding builds reputation and dictates a customer’s experience with the company. This builds trust and loyalty over time.
What is Marketing?
If branding explains the why, marketing shows the how. Marketing is the method, tools and actions that a company utilises to communicate and reinforce its branding to the customers. It is an end-to-end undertaking that drives brand awareness, engagement, conversion and revenues.
Marketing encompasses a wide variety of activities spanning from market research, offline, and events to digital marketing.
These generate various touchpoints and customised interactions between the brand and its audience.
Depending on the marketing channel and objective, a brand’s message, its content and the manner it is presented may vary.
Successful marketing campaigns ensure a brand’s relevance to its target consumers as time changes and their behaviour evolves. While marketing tactics may change, branding must remain consistent across the board.
How we can help
While marketing activities drive awareness and generate new leads for your business, branding is the pivotal force that ensures your consumers keep coming back.
Nowadays, consumers seek meaningful relationships more than just one-off transactions. A strong branding allows your company to resonate with them on a deeper level more than just your products and your price.
At the same time, understanding who your audiences are and how to effectively communicate your brand with them through marketing will ensure long-term success for your business.
At Krystal Designs, we can help you with your branding and marketing that creates an impact in this competitive world. Contact us now for a FREE discovery call.
