Category Archives: Design

Branding and marketing: what’s the difference?

brtanding & marketing imagesMany people don’t appreciate the important differences between brand and marketing.

Brand and marketing, and the differences between the two, aren’t just misunderstood by consumers, they’re misunderstood in most companies, even in their marketing departments.

 

So, because we love to help, here’s an easy guide to help you navigate your way between the two areas and see their potential to improve your business.

Branding imageBranding: “promise delivered”

You make a promise to customers and colleagues with everything you do and, to be successful, you must deliver on that promise every single time. The idea that a brand is a badge, a name or a colour is just a tiny fraction of what a brand actually is.

Some businesses take the trouble to articulate what they are from day one and, as long as they stay small and keep the same employees, then they may not need to repeat this exercise. However, for most firms, things change – sales drop, people leave or a competitor threatens your patch. Then what do you do? 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 even what your office 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 image3

 

What marketing delivers

Marketing is defined by the Chartered Institute of Marketing as “The management process responsible for identifying, anticipating and satisfying customer requirements profitably”.

Marketing, then, 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 among your staff.

In essence, 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.

Where Bull Rodger can help

Much of our most successful work has revolved around branding: helping companies to understand where they sit in their competitive landscape and how best to differentiate themselves. We’ve developed brands and sub-brands for the likes of Lloyds TSB, Panasonic, Cotswold Outdoor and BP Chemicals, as well as a host of smaller, niche operations. By getting their brands right, they’re able to grow market share in a sustainable way.

If you get the foundations right, there’s no limit to how high you can build the house.

Advertisements

Comic Sans and the sense of humour by-pass

The gallons of vitriol that have been poured over poor old Comic Sans in recent years by a lengthening queue of indignant graphic designers is really not fair. THERE’S NOTHING WRONG WITH IT, it’s simply that, since Microsoft issued it 20 years ago, it’s been misused by 857,972,604* ordinary people who don’t know no better, bless them.

And it’s not like Comic Sans is the only poorly applied font in history; I mean, if some stylish young stud decides to use Blackletter for the number plates on his car, you don’t blame the font, you just laugh at the lunacy of using such an illegible type style and wait for Old Bill to feel his collar.

But I digress. Full marks to McSweeny’s, that very fine vendor of interesting books and affiliated merchandise, for producing this lovely mug. Just the thing for the graphic designer in your life.

3180e5fe-addc-4286-8b2c-70aeaaaca957

You know Christmas is coming and all, and you can find out all about it here: http://bit.ly/1tMklsD

And, we’re back in the room.

It’s true what they say about the cobbler’s children; we really have been so busy, we haven’t blogged for ages or updated the website (on the upside, we have lots of new work we can put up – when we have a minute).

Anyway, we decided to start from scratch and pretend we’ve never blogged before.

First up in the ‘stuff we really like’ department is this great poster from weliveunbound.com. Rarely has the prospect of camping seemed so glamorous and attractive. Love it.

five-billion-star-hotel