DISPELLING BRANDING MYTH#2:
BRANDING VS. MARKETING:
This is one of the most confused issues in business today!
GETTING
CLEAR ON THE DIFFERENCES WILL HELP YOU BEGIN TO FOCUS YOUR EFFORTS AND OPTIMIZE
YOUR GROWTH STRATEGIES!
MARKETING IS THE ACT OF COMMUNICATING and SPREADING THE MESSAGE - it is a key part of the external brand experience through the creative vehicles you use to market your business…such your advertising and promotional campaigns, your signage, PR activities, web site, trade shows, etc.…all those external message vehicles.
So if Marketing is communication of the message,
THEN BRANDING IS…THE PROCESS OF CREATING AND LIVING THE MESSAGE. This process starts at the internal level with a clear understanding of what your brand stands for – your unique Brand DNA – your values and behaviors, the culture you create that represents those values, your customer relationship practices, the sensory experiences you create and deliver through consistent systems and processes.
So by now, we are sure you are wondering…how your company can truly maximize both their Marketing and Branding efforts?
IT’S VERY SIMPLE! By ensuring that the two match one another, showing up as you say you are. This is called BRAND MANAGEMENT, and will create a affirming perceptions of what your brand stands for.
It seems obvious that even if you have the most powerful marketing strategy on the planet, your marketing efforts and ROI will NOT prove successful long term without a solid brand foundation at the internal level.
Learn more about Small Business Branding with:
The 6 Myths of Small Business Branding ebook/workbook.
Are you ready to define and build your brand?
