Distinguish Your Brand from Your Marketing
Too often, businesses lose a distinct marketing advantage by confusing the concepts of marketing and branding. It’s unfortunate because as a market changes, and we know change is inevitable, some businesses fail to recognize what caused that change and therefore don’t make necessary changes soon enough, or not at all. Marketing is comprised of all the steps you take to get your business noticed. To expand on that, think SEO local, online, mobile, and of course, social media. These tools have one thing in common. They’re tools used to promote your product, your company, and yes, your brand. How would you know what is causing a dip in your sales if you don’t know where to look?
Branding: What it is and What it isn’t
Branding is the perception of how people interpret your logo, your name, and your message here. If your marketing message is about physical fitness, people naturally link your logo to your message, and they perceive your company to “be” that message. Just the name “Nike” instantly makes people think athletic shoes. The Nike logo does the same thing. Thanks to great marketing that always sends the correct message, the Nike brand remains strong and healthy in the eyes of the consumer. Branding isn’t simply marketing a product online and expecting the masses to “click now” and to know your product based on your brand. Branding is product perception based on marketing. While marketing is essential to keep your brand alive and well, the marketing message needs to hit the mark with its content and purpose. After your audience gains confidence in your message and begins to associate your brand with your message, the personality of your brand begins to take hold.
How Marketing Benefits Your Brand
Now that your brand is beginning to form in the minds of consumers because of your great marketing power, remember to take into account what it takes to build a brand. A solid brand name that endures over time is rooted in the original reason the company exists. The purpose of the business must remain the same or the very identity of the brand will be lost and gone. The purpose of the business must be in the message you send to your audience. Consider Nike again. Their marketing message is health, fitness, and to just do it with Nike. It is always been just that. People know what to expect from Nike brand. That is branding to perfection and excellent marketing to deliver a consistent message. Click now to learn more about how you can build a brand.
Do Your Company Values Relate to Your Brand?
Branding is perception, and if your audience perceives a change in your company values, the value of your brand can change. Does your company always instill positive values into your employees? Are you living these same values? Your brand is essentially how people think of you. If your customers get the impression they are not that important to your company, but profit is more essential, they will let you know what they think of you by going elsewhere. On the other hand, if they feel your company always tries to treat them with respect and honesty, the chances of repeat business increases with every passing day.