Do you want a distinct advantage to attract customers? Well, it helps to have a sound understanding of branding and marketing.
Understanding the difference is important for getting your brand recognized and attracting customers.
Branding and marketing are the activities that serve your company’s brand. These activities also work to captures your customer’s attention. Knowing how branding and marketing support each other, can give you the edge you need to get noticed.
The problem is they often get confused with each other. Because there is not a clear understanding of their function and how they relate to each other. Before we can clear this up we need to define the meaning of brand in marketing.
A brand is the cumulative whole of a company.
It’s the name and markings that identify the company. It is also, the personality, characteristics, and reputation of the company.
Branding is how you want the public to see you. So the brand is the perception the company has in the public’s eyes. Therefore, the brand describes who the company is as a whole.
What is branding
Branding is the actions you take to show who you are. At the core is the reason you are in business. Including the values you hold, and the value you offer. It’s the image you want people to have of the company or product.
Four components to creating your brand image.
- Defining your brand.
- The internal representation. It’s the character of your company. It’s the vision, mission, values, and conduct towards customers and vendors.
- External representation. They are the visuals of your brand. The logo design, fonts, and the colors you use.
- Delivering on your promise.
The purpose and value of branding
Branding is the process of building the company’s reputation. It’s a key part that helps you stand out from your competition. It gives you the identity and recognition you are looking for. It lets people know who you are, what you offer, and why they should do business with you.
It’s the image you want to stick in the customer’s mind when they hear your company’s name or see its logo design. When you are branding you are fostering a trusting relationship with your customers. In return for them to do business with you and gaining their loyalty.
It also supports your marketing by helping you figure out your marketing strategy. It also helps you to establish the internal policies to run your business. Like how your employees interact with your customers and vendors.
Branding is the core principles, values, and vision of your business. This is what builds trust and loyalty to your brand.
Branding is getting your brand recognized by people when they hear or see your brand’s name.
For example, what comes to your mind when you hear the word Apple Inc. or see their logo?
When I see the logo of the rainbow-colored bitten apple. It is innovation, technology, and consumer electronics that came to my mind. The immediate thought I have after is the quality products they offer. The iPhone, iPad, and their MacBooks.
How did they impress this image on me?
With a marketing strategy for branding their company. One that is in alignment with their mission and vision statements.
Apple’s mission statement
“to bring the best user experience to its customers through its innovative computer hardware, computer software, and services.”
Apple’s vision statement
“We believe that we are on the face of the earth to make great products and that’s not changing. We are here to make the best products on earth, and to leave the world better than we found it.”
What is marketing
Marketing is the strategy to reach out to your customer and get them to do business with you. It is getting your message out in front of their eyes through the promotion of your business.
You need the message of your marketing to grab the customer’s attention. It’s the messaging that promotes your brand image and sells your product and service. You are encouraging them to trust you and to take you up on your offer. Your aim is to build people’s interest and trust to do business with you.
Some of the avenues you can use in marketing your brand are emails, sales letters, and web content. These are some of the avenues you can use to communicate the value of your business, product, and services. Marketing shows the customer who the brand is and why you exist.
Building a brand
First, you set up your brand identity by defining its personality. It’s the core values, mission, and voice of your company. Second, develop a proper marketing strategy for branding.
Your marketing strategy may be a marketing mix of emails, web content, and direct response. However, writing the copy for your marketing is reliant on defining your brand identity.
The importance of branding and marketing
“Doing business without advertising is like winking at a girl in the dark, you know what you are doing but nobody else does.” – Ed Howe
Your brand identity supports the marketing of your brand. By understanding you’re identity you will be more effective in your branding.
Understanding the personality of your brand will help you get your message out. Also, it will help you to write the copy for your branding to build a trusting relationship with your customers. Because you know what your company stands for.
The brand reveals the marketing strategy for branding. By defining your brand you will be able to develop the marketing strategy that is a good fit for your company. One that helps you stand out from the competition by getting your brand noticed.
When you have your brand identity defined. Write out the mission and vision statements of your company.
From those statements determine your marketing strategy and mix. When you have a marketing mix in place the next thing to do is to write the copy for your promotional material.
Branding is the value your company offers to the customer. The marketing pulls them in.
If you need copywriting services for your marketing,
Email >> visionscopywriting for a free 30-minute consultation.