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Let's start by getting one thing crystal clear: it doesn't matter what tips, tricks, or viral marketing hacks you're trying to use. If your branding isn't fleshed out first, they won't work. If you started your business by creating a logo, popping it on your product or service, and then posting your product hoping for a sale, this article is for you. This may seem like a roast, but I promise I'm here to help. I want to see you succeed!
So, what's the issue with just having a logo and a product? Well, you don't have any of the fundamentals. It's like trying to build a house without laying down a foundation first. Sure, you have a vision and some land, but without the foundation, your house isn't going to last. Branding is different than marketing, and branding has to come first.
If the house analogy doesn't work for you, think of your business as a person. Branding is who they are, how they look, the way they speak, their personality, preferences, personal style, ethics, and general vibe. In short, branding is the sum total of your business's identity, values, and the emotional connection it evokes in your audience. On the flipside, marketing is that person (your brand) introducing themselves to new people and building relationships.
Why Branding Comes First
Picture this: You're at a networking event, and someone hands you a business card. It's sleek, stylish, and exudes professionalism. A minute later, someone else hands you their card. This one is fun, funky, and colourful. Both offer the same service at a similar price point, but one attracts you as a customer, and the other does not. This is branding at work. Before you even engage with their marketing efforts, you've already formed an impression based on their brand identity.
Solid branding lays the foundation for effective marketing. It shapes how you communicate with your audience, influences their perceptions, and builds trust and loyalty over time. Without a strong brand identity, your marketing efforts might fall flat or worse - they could confuse and alienate potential customers by looking cheap or poorly executed.
The Bottom Line
In the grand scheme of business success, marketing and branding are best friends - intertwined and inseparable. By prioritizing solid branding, you lay the groundwork for effective marketing campaigns that resonate with your audience and drive long-term growth.
You might ask why I, a social media marketer, am stressing the necessity and importance of branding. The truth is that without branding in place, I can't do my job effectively. If you don't have branding, you aren't ready for marketing. I want to help you get there.
In the next article, we'll discuss target demographics and understanding your target audience. It might not sound sexy, but it's invaluable information. In the meantime, check out this article on brand books and learn how to organize your branding into a cohesive guide that will direct your marketing efforts.