Advertising strategies have evolved to become more subtle and consumer-focused to appeal to a new generation of consumers who value honesty over flashy commercials and self-promotional claims. Businesses have shifted their priorities from earning quick sales to nurturing long-term relationships with their customers. Although this change has strongly encouraged company transparency, it has also blurred the line between branding and marketing, and many people frequently confuse one tactic for the other.
To run a successful business in today’s digital marketplace, both branding and marketing are essential strategies. This short guide will help you understand the key differences between the two and share a few of the best ways to brand and market your company in 2020.
Differences Between Branding & Marketing
“Marketing is the set of processes and tools promoting your business,” says marketing expert Neil Patel. “Branding, on the other hand, is the culture itself, the message that permeates and rules all the process of your business.” In other words, marketing occurs when you’re actively promoting your company, whether you’re using social media, email marketing, local search, or other tools. Branding goes deeper than that; it includes the voice you set for your company on social media, your company’s values, the way your brand interacts with consumers, and the overall “feel” of your brand.
Take, for instance, the differences between an iPhone and a Samsung phone. Both devices operate similarly and share the same functionalities, but consumers on either side of the debate will refuse to make the switch to a different brand. The passion for one device over another isn’t always about which phone has the best camera or the most storage space; sometimes it simply comes down to how a particular brand makes a person feel when they’re using it.
Considerations for Branding
One of the most important things to remember, according to Peter Getman, is that “Your brand is not your idea. Surprisingly, many executives believe they can control how their brand is perceived by the masses of consumers. They cannot.”
Although you have some influence over the way your brand is perceived by your audience, you need to keep in mind that it’s ultimately up to the consumer to define. Along with selecting the right color palette, logo, voice, and other aspects of your company, ask yourself these questions to ensure that you’re on the right track:
- What brand personality should I cultivate?
- How do I want customers to perceive the brand?
- What are the brand values?
- What problems does the brand solve?
- What emotional or social benefits does the brand provide?
Successful Marketing Strategies
Just like with branding, there is no “one-size-fits-all” plan for creating an effective marketing strategy for your business. You may find that influencer marketing is a worthwhile investment for your company and Facebook marketing isn’t worth the effort. Depending on your target market and unique product offerings, you’ll have to experiment with a range of marketing tactics, such as:
- Social selling.
- Email marketing.
- Pop-up shops.
- Local search.
- Video tutorials.
It may take some time to create the ideal mix to attract customers, but this is where Content Cucumber can help! Click here to connect with a writer and start receiving high-quality, customized content for your website, product descriptions, social media pages, and more today.