Friday, 11 August 2017 13:21 Written by
wolfcastle agency marketing blog
Using Branding and Marketing Together

Marketing and branding sound like similar animals. In fact, it is knowing the difference between them that counts.

Here, we tap into fundamental marketing and branding distinctions, and explore how savvy handling of both is key to growing meaningful, evolving relationships with customers. 

Symbiosis: using branding and marketing together
A brand is a company’s identity. Marketing is its message. In other words, branding will infiltrate, define and be reflected in the entirety of what a company does. Branding is present in everything from company employment practices and culture to growth strategies and, of course, marketing itself. 

Branding before marketing
Given that branding permeates every nook and cranny of a company’s identity, this should make sense. The symbiotic relationship between marketing and branding only evolves after branding is established as the bigger beast.

No company hits the ground running with only a logo and a slogan. Even a logo is just part of your marketing toolkit. Your brand is the meat behind the content, or the more complex realities and perceptions behind the story. Most successful businesses will have invested serious time and effort into exploring and defining their underlying brand value and strategy in the marketplace, before developing a communication strategy. 

Control: own your marketing, but share your branding
When you engage in marketing, you get to define the terms. You take the wheel when it comes to deciding which audience you want to engage, images to advertise on Facebook, statistics to quote in your emails and what tone to strike in your Tweets. You can choose when to talk, and when to stay silent. Branding, however, is often out of your hands. 

Seeing that customer actions define a brand, as much your marketing efforts do, can be a little daunting for companies. But it also gives you the opportunity to learn more about what your brand means to your customers. Among other actions, this helps companies take steps to engage with customers more effectively. Only your customers can tell you what they think your brand is, or what they want it to be, so it is important to listen to them. 

Strong brands let customer hopes and values drive their brand positioning strategy. They take heed of what their customers tell them to create inventive, simple and effective marketing strategies that celebrate customers' own aspirations and build towards the future.

For more information on how to define and develop your brand is undergo a brand toolkit exercise. For more information please click here.