Lets start by saying that both branding and marketing are extremely important when building your company. This blog is not meant to get you to stop marketing just to brand or visa versa. Its purpose is to help you understand the difference and give you some tips on how to be more affective and caputuring with your brand identity and marketing efforts! With that being said lets get started:
What Is A Brand?
This is the first question that we will tackle. A brand is a “Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind . Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value.” – Bussiness Dictionairy.
So in other words a brand is who you are. It is what your company stands for. It is what your company believes and the values that your company witholds.
When you drive by those big golden arches in the middle of no where USA and you’re hungry, there might be small food stops around, but your going to Mcdonalds. Why? Because they are a BRAND that you trust. You know there misson, values and company views! Not to say that those small food stops aren’t good, its just that you trust Mcdonalds more because they spent time branding themselves as the company that can get you the food you love, FAST. “Im Lovin It”. You know what they offer at all times, their color scheme, and even there songs! Thats affective branding.
What is Marketing?
Marketing is the management process through which goods and services move from concept to the customer. See, big difference. The marketing process is what drives traffic to the brand itself. Our formula is B+M=S. (Branding+Marketing=Success). Different marketing strategies could be, buying google, facebook, and TV ads. Or, hiring a sales force to knock on doors and help sell your services.
However coming up with a good marketing strategy can be challenging if there is no branding involved. This is why they work hand in hand. A good marketing campaign comes when you have a clear vision for your brand and its identity.
Creating A Brand Identity
Creating a brand identity is digging into the root of your comapny and establishing some core values, morals, and vision. This should be simple because it is usually the reason you started your company. Disclaimer: If you started your company for the sole purpose of attaining money, this step is hard. When creating your brand identity, you have to think to your self, what is my goal, my mission, my purpose for my company. Once you have figured that out, then its time to come up with a design that will portray that goal or purpose.
This is typically dificult to do on your own. This is why we would suggest hiring a professional graphic designer or agency. They typically can turn your vision into a reality.
Marketing Strategies For Your Brand
So now that you have your brand, how do you drive traffic to it? I will say, we have seen that creating video content for your brand that you can use for TV or internet purposes, has been a really affective way! Take the video below for example.
This video produced by Ehardt Media, good friends of ours, does an excellent job of portraying Nike’s vision, and this athletes ability to shine in his sport! Video has the ability to portray passion, as well as give a clear description of your brand! Paying for traffic to a video like this, is sure to get people to buy into your vision, and not just your product.
There are tons of ways to market your brand, I suggest contacting us for a consultation!
In closing, creating a brand identity and coming up with a marketing strategy is tough. This is why we want to help! If you want to set up a consultation, Shoot us a message in the comments section or visit us at www.7thleveldevelopment.com. We would love to help!
Author: Ethan Evans
Passionate entrepreneur, self taught web developer and marketing consultant. I have been collaborating, marketing, and developing with companies for over 7 years now! Lets grow together!