By: Javier A. Oliver Gallego (MBA)
CEO at Link Brand Marketing
Branding vs Marketing. The bottom line is that you can’t have one thing without the other. However, that wouldn’t clear your doubts about what the purpose of each one is and most importantly, how can your company profit from each one.
Simply put in this way, Branding is the heart and Marketing is the brain. Branding will make your clients fall in love with your brand and turn them into loyal and repeating customers. Marketing will make them notice you and buy from you for the first time. If it was translated to a person, Branding would be your personality and Marketing your set of skills.
So… What is Marketing and what is Branding?
- Marketing can be defined as a set of strategies, processes, and tools to actively promote your product, service, and company. It’s all the actions you do on a daily basis to connect with customers with the sole purpose of attracting them to buy your products or services.
- Branding defines what makes your company special and unique through its culture and visual elements that make it attractive to your customers and makes them feel alike and comfortable when they’re interacting with your brand.
One of the biggest mistakes we often do is to lean heavily on one and neglecting the other.
If you focus exclusively on marketing it is very probable you’ll see an instant effect on sales increase but it won’t be sustainable given that your customers buy from you on promotion, flash sale, curiosity, or any other excuse but won’t have a reason to come back because of lack of connection with your brand.
On the other hand, if you are very good at positioning your brand with many followers but from crowds that wouldn’t or can’t buy from you, you will be very popular but your bank account will still be waiting for money to come in.
Now, how do you make the most of these two concepts?
- Concentrate on your current customers to identify them and why they buy from you and turn around to their peers and reach out to them in their own “language”.
- From the start, be sure that your brand transmits what your customers love about it so it can be appealing to new customers.
- Give your current and new customers a unique buying experience that not only ensures that they’ll be coming back but that they’ll invite more people to interact and buy from your brand.
The true success of sales is building long-lasting relationships with your customers.