BY MARY FISCHER-TRACY
Marketing and Branding – two different techniques, but completely related. Branding is about who you are as a business. It is the feeling people get when you hear the name of your business. Marketing is what avenues you use to get that feeling across.
For example, what do you think about when you hear McDonalds. I think of the golden arches and hamburgers that taste exactly the same wherever you go, and the fast drive thru. Why do I think of those things – because that is what McDonalds wants me to think.
Sometimes I get a cozy, homesick kind of vibe when they show commercials of creating a “moment” with your kids or they use the Hamburglar and Ronald McDonald commercials from the 1970s. How do you want your customers to feel when they hear the name of your business?
Answer these questions:
What are your core principles and values? What inspired you to build your business? Why do you want to offer your products or services to your target audience? What makes you unique? What is your internal company culture? What do you want to come to mind when someone hears your business name? How do you want people to feel when they think of your business? How do you want customers to describe you as a company?
Marketing is much more task oriented. What tools will your business use to get your BRAND across? What is your logo going to look like? The idea is to carry your brand throughout all of your marketing avenues so that when people think of your business they are thinking about what you want them to think about:
Customer service, social media marketing, television , radio, print, and logos.
Who you are comes into play however your clients reach you. If you are an online seller through Etsy…How is your store set up? How do you market to your clients? When they order something from you do you make them feel warm and fuzzy for purchasing from you? If you fix autos…How does it feel to the customer when they walk into your shop? Do you want people to walk in and feel comfortable by, at the very least, having a clean office? Do you want them to ask to use the restroom while waiting for their car and have them go into a dirty, grimy restroom? Every aspect of your business must communicate what you want people to think of when they hear your business name.
Until next time, “Keep dreaming.”