At this point, it’s been pretty well-documented that your logo is not your brand.
But is your marketing your brand?
Not really.
Good marketing is an extension of a brand. It helps people understand the value of your brand, drawing them in to learn more and take action.
Stylistically, your marketing should utilize visuals and written messages that are consistent with the rest of your brand’s communications.
But “branding” is not marketing. It goes much deeper.
Consider this metaphor:
Marketing is like asking someone on a date. Branding is the reason they say yes.
If your brand sucks, then your marketing will likely frustrate people – leading them to something that ultimately fails to meet their expectations.
Like going on that date with a beautiful person, who ends up being uninteresting, or worse, a jerk.
Most of us have been the victim of some compelling advertising that leads to a product or experience we find lacking.
- The tastefully staged fast food hamburger that, when you order it, comes out of the wrapper, flattened and colorless.
- The smiling faces in the commercial that misalign with the disgruntled employees in the store.
- Anything you order on Wish.com
All of these faults are at the core of brands – not marketing.
This is why locally loved restaurants and dives don’t need to invest much in marketing.
Their legendary brands are known through word of mouth and reviews.
A great brand, in time, markets itself.
So when you’re thinking about investing in your brand, be it through operational improvements, design, or anything that bolsters your reputation, remember:
This isn’t a marketing expense.
But it will make marketing easier.
What aspects of your brand “market themselves?”
