Why Branding and Marketing Must Be Cut From The Same Cloth




Marketing is a set of processes and tools that promote a company's products or services. Traditional marketing methods and technologies include SEO, social media marketing, pay-per-click advertising, local search, mobile brand marketing and other traditional marketing methods and technologies.


On the other hand, branding is your organisation's culture; it is the message that pervades and governs all aspects of your business operations and operations.


The ability to brand your company effectively allows you to portray your company with a more human face, which customers will find more appealing than a company simply concerned with its bottom line.


When it comes to brand marketing, branding is essential, but marketing is even more critical because it allows you to better understand who you are, who your client is, and the best ways to connect with that consumer. This will allow you to develop a brand marketing strategy that reflects this understanding.


This article was longer than we had expected, so we divided the piece into two parts, the first of which is presented here.



Always keep a focus on the message and tone.

Your brand's messaging helps distinguish you from the rest of the pack. It provides your audience with an understanding of your beliefs and values, providing them with an additional incentive to do business with you. The brand message is crucial because it affects upcoming marketing and content decisions.


Marketing must be integrated into a continuous dialogue to make your business look natural in your customers' lives. Because when these components are combined, they raise the likelihood that people will click, buy and share the product or service.


Examples of brand messaging and tone:

Since its inception, Nike has honoured the athlete and the commitment and passion for achieving athletic success. Likewise, BMW's status among automobile manufacturers as "the ultimate driving machine" demonstrates the company's commitment to rigorous engineering and performance.



Maintain visual consistency.

To create a sense of connection and affiliation with your business among your target audience, you need to articulate the values that your business effectively represents. Visual consistency is a crucial part of this process, and that includes creating your brand through the use of colour, tone and branding, and other means.


It takes time and frequent exposure for consumers to go from being aware of you to remembering, trusting, and thinking about you even when they are not trying to think about you. Therefore, it is a vital component of any branding plan.


Simply expanding our exposure to the logo and other brand design components may not be entirely sufficient to increase our target audience's brand recognition. On the other hand, visual consistency aids consumers to immediately identify and recognise a brand across all marketing channels and touchpoints. As a result, a unified and consistent brand identity is created and an integrated customer experience accessible to current and prospective consumers.


Examples of visual consistency:

Because of Coca-Cola's quintessential bright red and white colours, the brand is easily identifiable, especially when combined with the brand's well-recognised font. Similarly, Starbucks has differentiated itself as a lifestyle brand that aspires to do much more for the world than serve you a nice cup of coffee.



Select the appropriate media for optimal impact.

When it comes to marketing, selecting the appropriate advertising medium used to be a creative endeavour; but, with the growth of analytics, and business and marketing intelligence, marketing has become an extraordinarily strategic and precise process.


Marketers can gain insight into what works and what doesn't by collecting and analysing contextual data on customer and industry trends and behaviours.


What works for one product or service in the context of one brand marketing campaign may not work for another product or service in the context of another marketing campaign. Given the high cost of marketing, you will need to analyse the effectiveness of your messaging across a variety of media to choose the most efficient channel to promote your products.


Unfortunately, even with a massive advertising budget, it's hard to find advertising that people will remember for a long time. Therefore, unless you have a huge budget, you should only experiment with one type of media at a time.



Examples of leveraging the right media:

Amul opts for social media, which is a major success with the millennial generation regarding memes. Airbnb has selected Instagram as the platform for showcasing amazing user-generated material. AirBnB's use of UGC in its content strategy has not only helped the company increase interaction with its audience, but it has also assisted the company in growing its Instagram community.



With the use of a branding and brand marketing plan to target and influence your consumers, both new and current, branding may assist your company in increasing its share of voice in the marketplace and therefore increasing its revenue.


Your business can increase sales by adding branding to your marketing plan.


There are only some basic but essential rules to follow. We covered three of them in this article, and we will cover three more crucial points in the following article. So keep a tab on this.