Branding is your who, what, why, when, and how. It defines to whom you sell your product or service, what you sell, why or if there is a market for it, when and where they need to see it and, how you should speak to them to best make a positive impact.

“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin

Branding Saves You Time and Money

Without these fundamentals, it’s the same as if you were throwing darts wearing a blindfold hoping to hit a bullseye every time. You may accidentally hit one or two, but you are going to miss often, and those misses cost you time, money, and damage your reputation. Ultimately branding is about reputation through consistent communication and trust.

“If people like you they will listen to you, but if they trust you, they’ll do business with you.” – Zig Ziglar

What Branding Is Not

Let’s talk about what branding is not. Branding is not a logo, or a business card, or a website. These are extensions of a brand that should support the message and goals of the business to the target market in the place they are most likely to receive this message and remember it.

WHAT IS MARKETING?

Marketing is broadcasting your brand through several different channels and mediums such as blogs, websites, social media, in-person events, press releases, email workflows, YouTube videos, or print materials like business cards and brochures.

The Difference Between Branding and Marketing

Starting with a brand strategy is the most important element when it comes to ensuring the success of your business.

Most people make the mistake of skipping brand strategy and start marketing before they know what they are selling. You need to know why you’re selling it, to whom, where, and when.

Marketing before branding is like trying to sell a tin can of something with no label. People have no idea what it is and why they want or need it. Is it food? Is it motor oil? No one knows and no one wants to take the risk of spending their time and money to find out.

Now imagine that tin can with a beautiful label that describes what it is and why they need it with targeted language, product name, website, etc. This tin can is in the store that the target customer most frequents and is most likely to have an interest in learning more about.

Now you have a product that is clear on what it is and why they want it. It is in places the most interested people spend their time. Your message is consistent in voice and tone so they can get to know your brand over several interactions.

Sometimes our vision can blind us, and we need someone to give us clarity. You will have that clarity and the roadmap to success your marketing team needs to take you to your destination quickly when ZACK BRANDS YOU.