Although branding and marketing are very closely intertwined, they have very different tactics and goals. Branding is the pull of your business, while marketing is the push. At the foundation of any good marketing campaign is a consistent and recognisable brand that is strategically crafted.
To put it quite simply, branding positions a business and will determine loyalty and opinions. Marketing, on the other hand, refers to putting your brand in front of people, encouraging them to buy your products or use your services.
Branding is the essence and existence of a business. It embodies an identity, a culture, and a purpose. Marketing is a way of conveying a message for a desired result.
Before you construct a good marketing campaign, you need to have a solid brand, and that doesn’t just mean you need a logo and a slogan. You need to know your brands worth against competitors and what unique qualities you can offer to your customer.
After any marketing campaign, the brand remains. While marketing pushes leads or attention towards your business, the brand is what determines the loyalty and likability from your customers.
Whilst marketing can influence or contribute to the opinions of a brand, it is the branding as a whole that sticks in people’s heads and ultimately determines if they will purchase your product or use your service again. If your product or service delivered on its brand promise, and customers become advocates for your business, then you have achieved what you have set out to do.
The return on investment for branding includes loyalty, smooth business operations, ambassadors of your brand and committed employees. The outcome of your marketing strategy is all in the numbers.
If you want to discuss your brand identity or marketing tactics, get in touch – we’d love to help!