Understanding the Difference Between Branding and Advertising
he words “branding” and “advertising” are not something that you have never heard before. In fact, you must have heard of them countless times. However, if I were to ask you to explain more about them, would you be able to differentiate between the two? Knowing the difference between these two concepts can help improve and strengthen your marketing strategy and brand.
A lot of companies are not able to perform as well as others and one of the main reasons is their lack of understanding of the difference between advertising and branding. Without this knowledge, there is immediately a marketing gap between the companies. Advertising and branding are both done with the intention of increasing profits. Their methods, however, are what differ. Now allow us to explain to you their difference and then use your new-found knowledge to strengthen your marketing strategy and brand.
Let’s start with branding. When you think about your brand, the question that should come to mind would be: what is my identity? How do you want your customers to remember you? How would your company’s identity affect the way your customers perceive themselves when using your product?
To address these questions, your product and services have to reflect the identity of your company. Partnering with brand strategy consulting services can help ensure that your offerings align with your company’s core values and effectively communicate your unique selling points to your target audience. Your company’s brand is like a concise version of what your business is and represents. Like a person, your brand should have qualities such as an attractive personality. Without any personality, the brand would come off as unattractive and unappealing to your customers.
Now onto how to effectively create a brand identity that captivates your audience.
Logo and Name
More often than not, customers notice the name and logo of your brand before anything else. This then becomes the visual representation of your company’s name. This is called ‘brand recognition’. This happens when people are able to distinguish your logo or company name. However, the name itself has to be able to generate a feeling whenever they see it.
For example, when you think of Apple, you imagine the latest high-tech mobile devices, with good camera quality and attractive colors for you to choose from. Think about McDonald’s now. You will think of its bright color and friendly clown mascot. When it comes to your company’s branding, you would also want your customers to be able to visualize a certain decor or atmosphere or product that immediately stands out to them. As such, you have to be able to provide your customers with the vision you want them to see and present it in a way that would make them want to come back for more.
You need to also be able to present to your customers an idea of what your company is like outside of the professional realm. For example, is your company one that is outgoing and giving to the community? Are you guys trying to make a difference to the environment by being environmentally-friendly? Your customers should know what your brand and employees believe in as well.
Nowadays people are more aware of brands of companies that are known for not paying their employees well enough and putting them in unfavorable working conditions. No one wants to support such companies. On the other hand, when you think about a company like DreamWorks, their company is well known for its friendly policies and very helpful workers. The way you treat your employees and how your employees treat your customers also affects the way people look at your brand. When you have a supportive business culture and provide your employees with the best directions on how to represent your brand, your customers will be very appreciative of this and have a good impression of your brand.
Next is advertising. Once you have managed to gain a certain relationship with your customers with your brand, you now need to ensure that they will buy from your business or use the products that you create and provide. Usually, the aim is to have a group of supporters who not just want your product but also want to support your business. In order to achieve this, you have to know who your target audience is.
Therefore when it comes to advertising, you do it through different forms such as sales, radio, television ads, flyers, social media, and so on. It is about the way in which you reach out to your potential customers. To have an advertisement is like creating a platform that allows your company to engage with your ideal customer. If you are looking for a new platform to advertise on, consider using Sortlist to find the best marketing agency to fit your needs.
In order to excel in these areas, you have to be able to create a certain level of trust with your customers. A relationship needs to be established. Your customers must feel that you are genuinely providing them with a service that benefits them in a way that does not make use of them, something like mutual aid. This is where your branding has to pull through. The jingle or logo you create has to be able to provide your customers with the experience and feeling that they wish to have. The minute you understand who your ideal customer is, you have to understand their needs and wants and then finetune your brand. With this then do things to gain your customer’s trust and then give them what they desire. Eventually, your business’ brand will be able to garner a loyal following who will always be looking forward to what you have to provide.
Think about what you want your company to represent and then create a brand that intrigues your customers into learning more about you and then being attracted to it. Once you have created a solid brand, you have to put up advertisements in order to communicate with your customers on what services or new services you have for them. Without it, there would be no platform for exchange. Lastly, ensure that your brand and company fosters a strong relationship with your customers. In doing so, you would be able to have loyal customers who will be there to support your company.
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