There are a lot of companies, of any size, that don’t understand the important differences between brand and marketing. Even companies own marketing departments are not sure about the differences between brand and marketing. It is not just misunderstood in business.
Your brand is everything within your company. As a result, it’s very important to define what your brand stands for. You have to identify your target audience and what they want, say why you are better than your competitors. As well as coming up with a short statement that describes your brand’s purpose. A brand is a promise. A promise to customers and colleagues with everything you do and, to be successful. You must deliver on that promise every single time.
Some businesses know what they are from day one and as long as they stay small and keep the same employees, then they do not need to do this. However, for most business, things change – sales drop, people leave or a competitor threatens your business. If you define what your brand stands for then it becomes easier to make decisions – who you should hire, what products to sell, how your communications should sound and what your environment should look like.
The key to unlocking the power of your brand is involving your employees. Take them with you through this process and have a brand expert on hand to help guide you. This does not need to be costly or take up too much time. However, once this is done, it could set up a brand strategy for your business that lasts for years.
Marketing is an integral part of your brand. It helps you to communicate the promise that you want customers and prospects to know about. Your marketing should also be based on your brand positioning, personality, values and tone of voice that have all been defined and communicated to your staff.
Marketing is what you do to get your message or promise to customers, while your brand is how you keep the promise made through delivery to customers and colleagues.