Ok so here’s a little bug bear of mine: when people misuse the terms brand and marketing, or use them interchangeably. For me what makes that worse is the experts who DO the brand and marketing activities use them interchangeably.
It’s this mild annoyance that inspired the name for my business.
The truth is, they are different and perform different roles within your business. So, I really wanted to try and clear things up. I want us to get this aaaalllll straightened out so we can all sing from the same song sheet, and actually, all be able to do our jobs that much easier by speaking the same darn language.
Sound good? Ok here goes:
Your brand is the story.
All of the components of a great story are considered here. Main characters, supporting characters, scenes, origins, challenges, conflicts, aspirations.
The story is brought to life into the physical world through your visual identity (your logo, your colour palette, website, etc.), your products and services, staff, your social media posts and engagement. You get the idea.
It’s not one element on its own.
Your product can’t tell a story without the rest of the pieces of the saga in place.
Your sexy looking Insta feed isn’t going to tell your story on its own.
Alone, they’re not your brand. Together, they are a total narrative. All those elements work together to create your cohesive and unique tale.
Brand strategy is mapping out how your story evolves. It’s about taking your story’s foundations and working out where they’ll be in the next chapter.
What goals will your brand will strive for and which challenges it will overcome. Which characters will *gasp!* die in order to make way for new ones.
A brand strategy is about how to achieve your brand’s higher order vision.
Marketing is telling people your story. The avenues you choose to get your message out there into the world. AKA the media channels.
It’s about connecting your story to your audience in the most effective and efficient way. It’s about creating that relationship and driving that engagement.
It’s the ongoing experimentation to find what works to cause the most potent reaction. It’s the cycle of learning and adding to your knowledge bank so you can find those new and exciting ways to tell your brand story.
Marketing strategy is planning how to use your story to create an ongoing relationship with your audience.
A marketing strategy is guided by what’s going to best help you achieve your brand vision.
Brand and marketing go hand-in-hand. Well, I for one am glad we got that all cleared up.
If you’re still not quite feeling like you’ve got this nice and clear, I’d love to hear from you. What’s got you the most stuck? I’m here to help you get unstuck and on the path for creating an impact with your brand.