People often conflate marketing with branding. While they are inextricably connected, they are not one and the same. Essentially, marketing is the process of knowing and understanding your customer so well that your product or service sells itself. Branding forms one of the most critical aspects of this process. Let us elaborate.
What is branding? It starts with your logo, slogan or tagline, which differentiates you and your product or service from other players in your market. It is about how you connect your products with your ideal customers and more importantly, it is about becoming your target market’s sole provider of solutions to their problems, needs, or desires.
A good brand: delivers a clear message; it enforces its credibility within the marketplace; connects potential customers to products or services with emotion; moves a buyer to purchase; and it creates customer loyalty.
But how do you do this? You first have to understand your customer and ensure your brand’s values align with theirs. Your brand should effectively communicate these values not just to your customer, but to your suppliers, social media followers, or any curious passerby. In its entirety, your brand creates an experience for everyone who perceives it.
This is what makes your brand easily recognisable, which can be achieved through a logo, colour palette, and other visuals.
These are the emotional and personal qualities that are associated with your brand – just like a human being.
Your brand’s promise encapsulates the offerings your brand provides to your target audience.
These are the visual parts such as logo, name, fonts, colours, etc. that reflect your brand traits and promise.
What your brand does, for whom, and what makes it stand out in a crowd.
How your brand communicates and expresses its identity to your customers and the wider audience.
Part of the history of your brand, what gives it credibility, and what lies at the heart of what you do.