What Does Branding Have to Do with Marketing?

We hear the word brand tossed around constantly … but does your business have one?

It’s easy to push the idea of a brand aside. It sounds like a term invented by Twitter or Millennials. Many people think of a brand as something simply visual, like a new logo or choice of font. But in reality, your brand is a vital part of your business. It’s not something you can let fall by the wayside—it’s something you need to have written out, set in stone, and at the top of your mind at all times.

Without a solid brand, it’s almost impossible to perform marketing well. Marketing is simply selling your services—letting people know how they can hire you and for what. Branding is the backbone of that process—letting people know what you do and what you’re about. Branding should propel your marketing forward and make the job of your marketing team much easier. The greater recognition your brand has, the simpler it is to explain your business.

In that sense, branding is much more than a font or a color. It’s the mission behind your business. Your brand encompasses:

  • Your mission statement
  • What services you offer
  • How you work and what you bring to the table
  • The aesthetics (your logo, your colors, your fonts)
  • Your company values

And what does a brand do? It:

  • Clearly communicates what your company does
  • Paints you as an authority on a particular topic or in a particular industry
  • Makes you more attractive to shoppers
  • Gives you legitimacy in crowded fields
  • Increases your customer loyalty

Your brand is the bedrock of your marketing efforts. You aren’t just selling your product or service—you’re selling your company and its values. If a company made the most comfortable shoes imaginable, but it didn’t have a logo, supported charities you didn’t agree with, and never answered the phone, would you purchase from it again? All of these small details have large consequences when it comes to your brand.

If you’re beginning to feel like your company’s brand needs revamping, go through   these questions to start to determine what your brand stands for.

  • Why does your company exist?
  • What does it sell?
  • What are its most important values?
  • What can customers expect when shopping from your company?
  • What is the visual look and feel of your company?
  • Where are your company’s home bases? (Website, Facebook, a physical store front, etc.)
  • What is a typical reaction to your company’s service?