Branding is not Marketing. Branding is more about business design and the creation of a foundation from which marketing can do its work. Branding is about creating the word. Marketing is about getting the word out.
Branding sets the stage for being meaningful, exclusive, relevant and memorable. It’s about having a unique story or purpose that unifies those that matter most—your clients, your staff and you.
Your Brand Promise
Branding is not the traditional features and benefits of your product or service. Branding is finding or sometimes creating your distinctive difference. It is what sets you apart from all other competitors. It is what motivates you, your people and excites your clients. It is the overt benefit your product or service promises to provide.
Delivering Your Brand Promise
Your company then must be organized in a fashion to deliver on your brand promise. Every action, every initiative, every plan must be intimately and obviously linked to the delivery of your brand promise.
Brand Image Means Everything
Brand image is everything. It is the sum of all tangible and intangible traits — the ideas, beliefs, values, prejudices, interests, features and ancestry that make it unique. Brand image may be the best, single marketable investment a company can make.
Does your brand image communicate your promise and competitive difference clearly to your customers?