Think of branding as your corporation’ s DNA. Your brand’ s DNA will determine what your firm will become. It is your blueprint for identifying what your business is and is not. It’ s the key ingredient to make your business stand out. Branding can be equated to your enterprise’ s reputation.
Branding is not the same as marketing; it supports your marketing efforts. For example, the entertainer Ace Reign markets her music by performing live at venues. This is her marketing activity. What potential buyers think of her performance establishes her brand. Her live performance may convince new customers to buy her music for the first time. However, her brand will determine whether these first-time buyers will become loyal customers and advocators of her music.
Branding is a unique entity that cannot be used interchangeably with such words as marketing, PR, or advertisement. Understanding how to properly brand your organization, which is different from marketing, will directly affect your company’ s bottom line. In order to effectively market your products or services, you must establish your brand first. Otherwise, you’ re wasting valuable funds. You must authenticate in the minds of your consumers that your product or service is not just the best solution to their problem, but the only solution, while providing them with an unforgotten experience.
At the beginning I asked how many of 10 business owners were able to describe the difference between branding and marketing. The answer is two. However, more is involved than simply knowing the difference. Business owners must clearly understand that branding is more than awareness. Your product or service must say more to your customers than,“ I am here”. That is not enough. In fact, branding your organization goes beyond your company’ s name, logo and business card. Your brand is how your customers feel about you and your product or service after they have visited your store. Did they feel welcome? Were you and your staff approachable and likable? When your customers like you and what your stand for, your brand will glow like a beacon in the night. In turn, establishing a wellliked brand will make your marketing activities more valuable and improve your return on your investment.
Branding is Different from Marketing
Think of branding as your corporation’ s DNA. Your brand’ s DNA will determine what your firm will become. It is your blueprint for identifying what your business is and is not. It’ s the key ingredient to make your business stand out. Branding can be equated to your enterprise’ s reputation.
Branding is not the same as marketing; it supports your marketing efforts. For example, the entertainer Ace Reign markets her music by performing live at venues. This is her marketing activity. What potential buyers think of her performance establishes her brand. Her live performance may convince new customers to buy her music for the first time. However, her brand will determine whether these first-time buyers will become loyal customers and advocators of her music.
Branding is a unique entity that cannot be used interchangeably with such words as marketing, PR, or advertisement. Understanding how to properly brand your organization, which is different from marketing, will directly affect your company’ s bottom line. In order to effectively market your products or services, you must establish your brand first. Otherwise, you’ re wasting valuable funds. You must authenticate in the minds of your consumers that your product or service is not just the best solution to their problem, but the only solution, while providing them with an unforgotten experience.
Knowing the Difference
At the beginning I asked how many of 10 business owners were able to describe the difference between branding and marketing. The answer is two. However, more is involved than simply knowing the difference. Business owners must clearly understand that branding is more than awareness. Your product or service must say more to your customers than,“ I am here”. That is not enough. In fact, branding your organization goes beyond your company’ s name, logo and business card. Your brand is how your customers feel about you and your product or service after they have visited your store. Did they feel welcome? Were you and your staff approachable and likable? When your customers like you and what your stand for, your brand will glow like a beacon in the night. In turn, establishing a wellliked brand will make your marketing activities more valuable and improve your return on your investment.