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.
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.
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.