Marketing is the act of reaching out to people to make them aware of a company, product, or service. Branding, on the other hand, can be viewed as your company’s voice. It is the way people identify the goods and services associated with your company, and it is also the emotions people feel when they interact with your company in any way. Here are some of the reasons why branding is so very crucial to your marketing efforts.
When a commercial advertisement airs during your favorite television program, how often do you know which company is being advertised before the logo displays? If you can identify a company by its culture, jingle, or even the colors you see on the screen, this is branding at work. Some of the world’s biggest companies, including Google and Apple, work very hard to make their brands synonymous with certain feelings, styles, and designs. As a result, people do not use Google because it is better than other search engines, and they do not buy Apple phones because they are better than other brands. They use these products and services because they are drawn to the emotion and feeling the brand creates within them.
It is said that a picture paints a thousand words, and this is absolutely the case. If you go to an art gallery and look at various paintings, you will likely find that different paintings stir different emotions, even if you are unsure why. This is the artist’s goal – to elicit an emotion or reaction. Your goal with your marketing campaign is much the same; you want people to see your brand and immediately associate it with a positive emotion that causes a reaction. The reaction you want, of course, is one that drives these people to buy your product or service. Better still, you should create an emotion and response that makes people want to discuss your products and services with others in a positive way.
The first step in building a brand for your company involves determining what it is you want to convey. Do you want to tug at your audience’s heartstrings? Do you want to make people laugh? Do you want to be viewed as a problem-solver – someone who can provide solutions for everyday problems? Once you know how you want people to see your brand, you can start developing a plan. Check everything you do in your marketing campaign and make sure it is congruent with your brand’s message. If you can use this knowledge to create a unified, unique brand, you will undoubtedly realize success.
Marketing is vital to your business. After all, it gets the word out about your company, products, and services to the masses. However, if you are not incorporating branding into your marketing efforts, you are missing out on a major opportunity to make your company’s name synonymous with powerful emotions like loyalty or quality. Proper branding can make your marketing efforts even more fruitful, leading to your success.