As we talk to more people about taking advantage of generating leads from their website into opportunities we move to the talk of branding and marketing. We find that many people believe they are the same thing rather than two distinct items. Branding and marketing are not the same and each has a very important role that is used collaboratively together in your organization. Using marketing and branding together you can achieve a set of goals. In this article, we will define clearly what branding and marketing is and how each one used collaboratively can be used to grow your business.
Branding is strategic in nature. A great way of thinking of branding is this analogy: branding is to a company as personality is to a person. Your brand is your identity to the masses. A brand is also a point of view, tone, voice, and a distinct look between you and your competition. Your company culture is part of your brand. Your products and services are also part of your brand. Your brand is what people truly buy into and is ultimately what truly defines you as a business.
Your brand is what separates you from your competitors. As you define, and refine, your brand your message will be heard by your customers and will drive your marketing efforts. Your branding ultimately defines what you stand for.
Marketing is more tactical than strategic. You use your resources available to promote awareness of your brand, products, and services to your customers and opportunities (e.g. future customers). When you market, you use marketing channels like radio, television, flyers (boots on the ground), and more modern techniques like search engine marketing (SEM), and social media outlets your customers are on.
Now that we know the core principals of what branding and marketing is where does one truly end and the other begin? Rather than go into more paragraphs we’re going to go straight to bullet points of where we see the most confusion among people.
As you can see there are many aspects to marketing and branding where they can truly be crossing paths. Therefore, it is often considered that they are one in the same. When you utilize both and use the strengths of each together your message will get out to your intended audience. Your branding and marketing efforts should work seamlessly together and create a complete picture of your company for consumers to learn about, appreciate, and eventually love.
At JM2 Marketing we work with you to help define your brand and to market your company. We talk on terms everyone can understand, including your customers, by being not only strategic but also tactical when doing marketing. When you are ready to break free our team is here to assist you. We can be reached at 219-229-1633, email at sales@FawkesDM.com, or through our contact form here.