Many businesses are confused with the difference between sales, marketing, and branding. Marketing is often considered as merely a cost-centre in a company, and sometimes this is an area where retrenchment happens quite quickly when there is an economic downturn. The reason for this is often that marketing can be seen as simply a department that arranges nice-to-have functions, and puts out a few adverts and press releases, but isn’t that vital to the business. Actually, building a presence in the market-place is vital, but branding and marketing should also not be put into the same category. Marketing is often described as ‘the push’ that a company does. It’s the advertising and the brochures and the functions that build awareness. Branding, however, can be seen as ‘the pull’ that makes customers loyal for life.
The difference between marketing and brand building
Marketing departments focus on getting attention from potential customers and it’s all about awareness. This could be through radio and television commercials, through billboards, or through digital means. The awareness can be coupled with special offers or free trials, or anything else that persuades a potential consumer to try the product. All of this is to get the product known – but this doesn’t equate to brand building.
How to build a brand
If there are certain products that you are loyal to, you will understand brand loyalty. This doesn’t necessarily happen overnight, and is usually the result of careful campaigns to give consumers a certain experience every time they use the product. The consumer will then start to associate certain emotions with a product – such as that it’s effective, easy-to-use, prestigious, or reliable. This is the essence of a product, and it’s why brand managers strive to build an association in a customer’s mind. If they get it right, especially if the brand is linked to a feeling of wealth and opulence, a business can charge excessive prices for a product and the consumer will readily pay this because of the feeling and image generated. Building a brand that inspires envy or is seen as reliable and desirable is invaluable, and is the reason why most companies protect their brands jealously, knowing their significance to the success of the business. Contact MARION Integrated Marketing at Website URL for more details.
