When we tell small business owners that we are branding and
marketing specialists, we get one or more of the following reactions:
- · There’s a difference?
- · So, what does that mean?
- · You do promotional products too?
- · That just means you design logos and websites, right?
No. We do not do promotional products (but we can recommend
a fantastic promotional product business).
Yes. We do logos and
websites. But, we won’t do the latter if
a brand is not in place.
We help individuals and businesses discover their
brand. They’re ‘why’. Their solution to consumers’ problems. THEN we help them promote their ‘why’ – why
they do what they do and why consumers should choose them. You shouldn’t have a marketing plan in place
if you don’t know your brand. After all,
if you don’t know your brand, nobody else will.
What’s the difference
between branding and marketing?
1. Marketing is your message. Your brand is who you are.
Authentic brands don’t emerge from marketing
cubicles or advertising agencies. They emanate from everything the company
does.
When done right, your brand is your reason for being. It is
the unique, authentic, singular value you offer to your customers. It permeates
the culture of your company, and it is communicated to your customers every
time they see, feel, touch, or experience your brand—not just when they
experience a marketing message.
2. Branding comes first, marketing second.
If you have a logo, a package design, or a slogan, you may
think you have a brand. What you actually have are a set of marketing materials
and messages.
Whether they forget or purposely neglect it,
many blow off step one of the branding process.
What’s step one? You must determine and define your brand
value in the marketplace. Only then should you move on to developing a brand
strategy—followed, last of all, by crafting a marketing campaign.
3. You own your marketing; your consumers own your brand.
Compared to branding, marketing is easier to control and to
comprehend. You write the headlines, you choose the art, you post the Tweets.
You measure conversions or awareness, and determine whether your marketing is a
success or a failure.
When your customers take action and buy into your marketing
efforts, there’s a reason. That’s
branding. Many things influence your
brand, you cannot manufacture brand value yourself.
Essentially, if you are authentic. If your services provide a value. If you have a clear understanding of the need
you fill. If you believe in your product
or services and have a passion for it, potential customers will see that your
brand is here to stay.
You must know the difference between branding and marketing,
and don’t confuse your tactics. Marketing is storytelling. The most powerful
branding happens when you listen, not when you talk. Your consumers will tell
you what your brand is—or what they need it to be—because they alone know.
The strongest brands use their understanding of the
difference between branding and marketing to build marketing campaigns that
work hand in hand with their brand positioning strategy. They listen to their
customers, and let their values, hopes, and desires define the brand’s
position—then craft marketing campaigns to communicate that value through
simple, creative, show-stopping executions.
If you do not see a return on your investment with your
marketing efforts, it could be your brand!
Never fear – we’re here to help!
We can help you discover your story, your why and find that core element
that sets your brand and your business above the competition. Contact SK Consulting today!
