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Branding and Marketing

“Marketing is the set of processes and tools which helps you in promoting your business. This includes Search Engine Optimization (SEO), Social Media, Pay Per Click (PPC), local search and traditional promotional methods and tools. Branding, on the other hand, is the culture itself, the message that permeates and rules all the process of your business.”


What is Branding?

Branding is the process, which involves in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Your brand isn’t what you sell or do. It’s what you believe.” – Dean Westergaard



Points to Consider When Developing a Brand

We can increase customer awareness by developing brand recognition. Creating a brand for your company takes time and you should plan for it very carefully as your company could be the next icon for your particular product or service. There are four main points we should always remember while developing a marketing plan.

  1. Identify Target Market:

    The success of your company’s branding efforts largely rely upon the customers you are pursuing. So you should be aware about “What type of customers are you trying to attract? “, because Trendy graphics and hip hop music may attract the younger consumer, but this type of advertising might turn off the mature customers. Cater to the interests of your potential clientele.


  1. Legalities:

    Research your ideas first so that you do not violate on another company’s brand. Developing your brand is a long term investment. Register your trademark legally to protect your company’s name from imposters and possible customer confusion.


  1. Logo and Colour Scheme:

    Try to choose simple colours and an easy to read font for your company logo. Choosing a graphic that says something about your business helps in creating your unique brand name.


  1. Celebrity Endorsements:

    Visual stimulation will help prospective customers remember you. Grab their attention with ads and commercials using a recognised person or character.




What is Marketing?

Marketing is the process of promoting and selling products or services, including market research and advertising.

“The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.” –

“Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development.  It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.”  — Wikipedia


Points to Consider When Developing a Marketing Plan

There are preventive steps you can take to optimize success when launching a new product or service, such as developing a “Marketing Plan.” If you have had experience, you may find you have already considered these questions in some capacity.

  1. Product:

    Product is an offering (it could be some Physical product or it could be service) you are providing to your customers, but question is, what would make someone buy my product over the competition? Focus on what makes your product or service different than others on the market that are similar.

  2.  Place:

    It is the platform where will you sell your product or service? Your company may gain the most profit from a strong online presence. Even so, consider the pros and cons of an online outlet v/s a traditional bricks-and-mortar approach. Also, given your service industry, where might your customers expect your location to be?

  3. Promotion:

    Consumers absorb massive amounts of advertisements a day. Even if you have the most unique product/service, you still need to sift through the noise and get their attention

  1. Price:

    Research is essential when devising your business plan, especially when considering the estimated value of your product. When determining the pricing structure, it’s important to be as competitive as possible without lowering the value of your product or service.

  2. Consumer:

    A consumer is a person or organization that uses economic services or commodities. In economic systems consumers are utilities expressed in the decision to trade or not. Build a profile of your ultimate consumer. As much as you want your consumer to understand and value your product, you must also take the time to understand their needs and what they expect from you.

  3. Cost:

    Having a competitive pricing structure isn’t enough. Sometimes we don’t consider indirect cost. The younger portion of the Millennial generation have more disposable income than, say, their young adult counterparts, who must budget for living and educational expenses.  Consider if it will be cheaper to buy your product online, drive to a store or opt for three-day shipping.

  4. Convenience:

    For many consumers, online shopping is the epitome of convenience. To think less than 10 years ago, the majority of us would have never thought to purchase items via the Internet. But it’s not just about shopping online anymore. What other experiences might consumers want to have in their homes because of convenience? And how does this affect your “place” strategy?

  5. Communication:

    Consumers want and need dialogue about their product and the most effective communication creates this opportunity.

  6. Validity:

    Even if there’s a market or service for your product, this does not guarantee its success.  As a creator and marketer of your product, you must consider social, environmental, government and safety issues associated with your business.

  7. Value:

    Price and cost are only a part of your strategy. The brands with staying power realize their consumers want to feel good about their product or service and this is called the value of product for its customers.

  8. Venue:

    It’s not just about shopping online; it’s also about turning your home into your personal shopping venue. How can your product or service become a lifestyle?

  1. Vogue:

    Promotion and communication are vitally important, but if you’re not on trend, you can damage your brand before it even launches. As you work to establish your brand, the wrong message can push you back dozens of steps.



Relationship Between Branding And Marketing

Branding and marketing are two different phenomenon but they are closely connected and dependent on each other. We can define the relationship between both of these terms with the help of points mentioned below:

  • Marketing is your message while your brand is who you are.
  • Where Marketing Ends, Branding Begins.
  • You own your marketing while your consumers own your brand.
  • Branding is all about “Why?”While Marketing deals with “How?”
  • Branding is long-term process while Marketing is short-term phenomenon.
  • Branding deals at macro level while Marketing deals at micro level.
  • Branding defines path and Marketing defines tactics.
  • Branding drives an enduring reputation and Marketing drives periodic sales.
  • Branding is the reason for someone who buys while Marketing is the reason someone thought to buy in the first place.
  • Branding builds loyalty and Marketing generates response.
  • Branding creates value and Marketing extracts values.
  • Branding is the being and Marketing is the doing.

So from the above discussion we can say that whether branding and marketing are different from one and other in number of ways but still they have some interdependency and help each other to achieve their goals.


We hope this article will give you to understanding about the terms Branding and Marketing and also help to you to know about the relationship between both the terms. For more details, you can visit our below mentioned URL:


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