Nov23

Nov23
Honestly, have you ever thought about the differences between marketing and branding?
Hint: you can’t effectively do one without the other.
Marketing. Branding. These words are used interchangeably so often, most people think they mean the same thing. There’s a fundamental different that every organization should know:
Branding is who you are.
Marketing is how you sell your brand.
Your brand is how you are perceived by customers, potential customers, the media, business partners, vendors, and even your own employees. Your brand is your reputation and while that truly lies in the hands of these various audiences, there is a lot you can do to guide the narrative.
Being thoughtful when developing a brand strategy will be an investment that pays great dividends. Your strategy should include the visual elements of logos, colors, word marks, websites and style guides. But most importantly your brand should live throughout the organization in packaging, customer service, hiring and management practices, and community relations.
Marketing is executing on that brand strategy. Marketing provides the tactics to make your brand elements really work for you.
If your brand strategy is to establish, or maintain, your position as a high-end, luxury goods retailer, then your marketing tactics need to execute on that. For example,
Yes: Host a private VIP trunk show and invitation-only shopping experience. Send printed invitations, rather than an email blast.
No: Email and text message “50% discount for the first 50 customers on Black Friday!” While you may gain a little traffic, these are not your people. They will only follow price-points, not brands. You’ve weakened your brand and probably lost some income potential from your loyal customers and potential VIP customers who shop with you because of quality, not price.
Branding is the horse. Marketing is the cart.
Your brand is what pulls you through. It is consistent and something your audiences can rely on. It has meaning and value. Your marketing carries the load, but only if it fits well with the brand.
Marketing wins the day. Branding wins the lifetime.
Developing an effective brand strategy pays for itself through the long-term reputation you build. Work with a creative firm that not only develops beautiful, meaningful logos, but also offers you the brand strategy and marketing know-how to make it work for you.