As a business owner it is important to understand branding and marketing in detail so you can utilize them both. Let’s take a closer look at the two and how you can apply them to your business.
What is Branding?
A brand is a name, logo, symbol, term, or any identifying feature that correlates with a seller’s good or service. It can even be a color or set of colors. If I told you to think of a company that uses red and yellow in all of their branding, wouldn’t you think of McDonald’s? The team at McDonald’s put real thought into their colors to maximize the attractiveness of their food chain. For example, the color red is associated with being active and stimulates your appetite while yellow correlates to the feeling of happiness and conveniently is the most visible color in daylight. That’s why the McDonald’s logo is easy to spot on a crowded road.
So how do you choose the right brand for your company? First, we need to identify a few things about your company:
- What goods or services does your company provide?
- What are your core values?
- What is the atmosphere of your company?
- What makes you unique?
- What do you want to come to mind when someone says your business name?
- How do you want customers to describe your company?
Once you’ve answered these questions, you should have a better idea of the difference between branding and marketing. Take your time to develop detailed answers. Bounce them off your teammates and mentors. You can get a good sense of what customers will like or what you need to change based on people’s reactions.
Your branding will cultivate what your customers think of you and how they can use your products or services. By defining who you are, your brand will provide a foundation to support your marketing efforts for years to come.
What is Marketing?
Marketing refers to the tools you use to advertise your products or services. Marketing is constantly evolving with new technologies and the products and services you offer. It can be directed at a specific group of your audience or your customer base as a whole.
Marketing comes in many forms. It can be serious, funny, or helpful. It can be words, pictures, graphs, or videos. Marketing is executed in many different online and offline platforms, such as:
- Print Marketing
- Social Media Marketing
- Content Marketing
- Mobile Marketing
- Pay Per Click Marketing
There are several things to consider when thinking about how you will market your company. Things like your target market, products and services, and budget are just a few of the things on that list.
Branding + Marketing = Success
Once you’ve established your brand and marketing plan, you’re ready to apply them to your business. You can start with your location. If you have a brick and mortar location, add your brand colors and style to your space. Make it inviting for your customers. We would even suggest this tool for businesses who don’t operate in-person. Even if you run your business from your home office it is important to have your space fit the part.
While branding and marketing are distinctly different, there is one area where they overlap. When selecting imagery to be utilized on an ongoing basis, branding and marketing become one in the same. As the saying goes “A picture speaks a thousand words.” With that in mind, when you choose your company colors, graphics, and logo—remember that they must first represent your brand—but that they will also play a substantial role in your ongoing marketing campaign.
Keep in mind that branding is something you and your team must do on a daily basis, and with every transaction processed, with every phone call received, and email responded to. However, your marketing is most often partially or fully outsourced to marketing professionals. When speaking of branding vs. marketing, branding is who you are—while marketing is how you attract consumer attention. Also, think of branding as the way you keep current clients and marketing as how you attract new clients.
Reach out to us at 24 to take your brand and marketing efforts to the next level.