The concepts of branding and marketing have been around forever. However, the two words are often used interchangeably which leads to confusion about the differences between them. In this article, we will discuss how branding makes for better marketing, but before that, we need to understand how they are different;
Branding
A brand identity is created through a series of experiences. It is the combined sum of the visual and emotional value of a product, service or organisation. The brand is then formed in the mind of the viewer and is reinforced at multiple points of contact. It communicates a promise to your audience and creates a distinct and memorable image for your customers.
Marketing
This is the active and on-going promotion of a brand’s product or service. It’s used as a way of reaching and engaging people. Marketing keeps your organisation in the minds of the business owners you are trying to work with.
The most important aspect of marketing is how a great brand can influence conversions.
A great brand identity can improve conversions in a number of ways;
Influence
Your brand should inform customers of the value of your product or service, and how it can solve their problems, which in turn will influence their buying decisions. Content marketing campaigns are designed to reach a high number of customers and take them through this process.
Unique
Clearly communicating the story of your brand, mission statement, or pricing can influence customers to buy from you over your competitors. The uniqueness of your brand will go a long way to making people remember your organisation.
Value
The way customers think and feel about your brand will have a huge impact on whether or not they do business with you. You can increase trust with a professionally designed identity. People buy from companies they trust.
We have never been as inundated by marketing as we are right now. If you make a purchase online it’s more than likely they will ask to sign you up to a mailing list. Marketing is everywhere and we are constantly being exposed to advertisements across multiple channels.
Marketing with meaning surrounded by a strong brand identity adds value to people’s lives, independent of purchase, it engages people and is often more meaningful than the product it aims to sell.
It’s not enough anymore just to win a customers wallet, you need to win their hearts and minds too.