In the most basic of terms, branding is strategic, marketing is tactical.
Branding needs to come before and be the base for any marketing effort. It is the expression of truth or value of what any organization, product or service is or is not.
A brand will help pull people into buying a product, and it supports all of your marketing efforts. But it never says “buy me.” It says “This is what I am, what I stand for, why I exist. And if you like me you can buy me, use me, support me, and recommend me to your friends and family.” A brand will determine whether or not you have loyal customers.
Marketing, on the other hand, will convince people to buy your product. It pushes people to buy a product or a service. It is the one that says “buy me.” It persuades a customer to make the purchases because it communicates with, “This is why you need me. I make your life fuller, happier, easier, more complete.”
Many people don’t understand the importance of a brand, so they skip to the fun stuff…the marketing. But a deep focus on the brand and consistency will pay ten fold with loyalty of customers.
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Interested in creating a brand for your business, or need help refining an existing brand, contact us.