Today brand is a bit more complex, but even more important in today’s world of marketing. We see it everywhere, the big or small catchy colourful BRANDS such as VOGUE, NIKE, COKE, SOCIAL CHAIN the names of all these companies are part of what we call a “brand”.
It is the visual linguistic identity for a company/ product something that represents you (in this case) through the use of colour, style, technique, persona and your identity. The promises you make to your customers and colleagues with everything you do and to be successful, you must deliver on that promise every time. The idea that a brand is a badge or name or a colour is just a tiny fraction of what branding actually is and often we see companies confused and mix “branding” for “marketing”.
What makes you successful? First of all understanding the difference between “Branding” and “Marketing” is crucial because one is who you are and the other is your message to competitors and customers. Your brand is “everything” within your company. As a result, it’s imperative to define what it stands for. You have to identify your target audience and what they want, say why you are better than your competitors and come up with a short statement that describes your brand’s purpose.
Marketing, however defined by the Chartered Institute of Marketing as “The management process responsible for identifying, anticipating and satisfying customer requirements profitably”. Marketing, then, is an integral part of your brand. It helps you to communicate the promise that you want customers and prospects to know about. Your marketing should also be based on your brand positioning, personality, values and tone of voice that have all been defined and communicated among your staff.
In essence, marketing is what you do to get your message or promise across to customers, while your brand is how you keep the promise made through delivery to customers and colleagues. Brand is strategic and marketing is tactical and what you use to get your brand in front of consumers. That’s why it carries a great deal of importance within a business or organisation as well. Remember Branding come first and Marketing is how you deliver your message. You own your marketing; your consumers own your Brand. It enables you to align a marketing plan with those objectives and fulfil the overarching strategy.
The following article has a 3-step breakdown to Branding and Marketing, check it out: