Branding is a concept that very few people can fully understand, and it is a concept that is lost on the majority of small business owners. In fact, most people think it is a type of marketing strategy that should only be dealt with after the company becomes somehow successful. The truth is that branding is something that you need to deal with from the start and it has to do with so much more than just logos and color schemes. In what follows, we will tell you why marketing and branding need to be approached separately, why it’s better to have experts handle your branding and how branding shapes the success of your business.
Fundamentals of branding and marketing
Marketing is a broad concept and it includes all the strategies and tools that a business uses in order to reach its sales goals. Branding on the other hand, refers solely to the identity of a business. It is the process that tells your customers how your company is helping them. There are some strategies such as advertising, that can be used both for marketing and for branding, but in the long run branding and marketing have different directions. In simple terms marketing focuses on sales and profits, and branding focuses on helping customers. As such, it is obvious that marketing and branding have different directions, and while in most cases, they go hand in hand, in the long run they need to be approached separately.
Why you need professional help for branding
As a business owner, you might be inclined to think that you and you alone understand the identity of your business and that you are the most capable person for defining your company’s identity. The truth is that despite your best efforts, ultimately it is the clients that defines your company’s identity. Therefore, you need professional help for branding, and your own marketing team will most likely be focused on sales and lose sight of the essence of branding. You need a reputable company, who understands your field of work, who can do market research and who can help you shape a successful identity for your business. We recommend a company like Maarca Brands who has experience with helping companies get a head start in today’s competitive business. Regardless of the size of your business, Maarca Brands can help define your company’s goals and make customers see your goals as their benefits. It is important to understand that outsourcing your branding strategy does not mean that you are excluded from this process. On the contrary, you need to be as involved as possible and work with the experts to reach your goal.
Why branding needs to happen from the start
Whether you like it or not, branding is a process that starts from the moment that you make your first sale. With each sale you make, you are putting a brick in the foundation of your company’s reputation. As such, it is important to control how your customers and potential customers see your business from the start. You cannot define your company’s identity as you go along, because while you postpone your branding strategies, your customers are already making up their mind about your company’s worth and they are spreading the news. It will be a lot easier and cheaper to brand your company from the first sale, than to deal with damage control along the way.