MARKETING

Growing BusinessMARKETING

  • Back to quick summary
  • Marketing Your Brand in the Digital Age

    Game Plan

    In-Depth

    Branding vs Marketing vs Advertising

    Branding, marketing, and advertising are all tools you use to help promote your business, acquire and retain customers, and drive sales and profits. Because they are closely connected in purpose, and tend to feed off one another, it’s easy to get them confused. Understanding the differences can help you develop more focused business initiatives, and maximize the effectiveness of each tool.

    • Branding is what your company believes in, why it exists, and how consumers feel about your business and products. Branding promotes loyalty and long-term commitment. The visual components of your brand include your company name, logo, tagline, fonts, and color scheme. These elements identify your brand and create an association in people’s minds between their desires and beliefs and your company’s ideals. Learn more about branding here.
    • Marketing encompasses strategies to build awareness of your company’s products and services and to promote and protect the brand. Every message about your company is part of your marketing, including all social media interactions, customer service, personal relationships, printed materials, websites, social media profile pages, and anything that contains your brand imagery. You can read more about marketing here.
    • Advertising is a subset of marketing, focused mostly on acquiring customers and driving sales. It generally relates to paid campaigns that are carefully written and designed to reach a target audience through various media, including online, newspapers, magazines, posters, television, and radio. Learn more about the principles of small business advertising here.

    These initiatives work together. Advertising can enhance brand awareness, while branding drives the style and direction of advertising campaigns. Marketing can manage brand accountability and shore up a brand’s reputation, in addition to promoting ad campaigns.

    Game PlanGame Plan

    Game Plan

    • Develop a content marketing strategy. Your marketing efforts revolve around pushing out interesting, relevant, and entertaining content to your customers and prospects. To do this effectively, you need a plan that lays out challenges, business and sales goals, and metrics for measuring success. A recent HubSpot survey shows that 56% of respondents are doing their content marketing without a plan, which may explain why so many businesses struggle with creating viable marketing content. For tips, check out HubSpot’s Essential Guide to Creating a Successful Content Marketing Strategy.
    • Create a brand guide with information, guidelines, and descriptions of your brand, such as the company mission, values, goals, social good initiatives, and emotional touchpoints. It should also include a more practical style guide with instructions on proper use of the logo, company colors, preferred fonts, packaging rules, and anything else that will keep your brand appearance consistent in the public eye. Check out this overview on how to build a brand bible and visual style guide.