Branding is the load, while marketing is the vehicle. The load will not move without the vehicle. It takes a marketing strategy (vehicle) to get the brand (load) moving. The vehicle also has to reach interested buyers.
Value
Without something in the vehicle it lacks value. Every strategy must take the load into consideration. The load must also have value. It is the combination that leads to success.
Location, location, location
First you must understand a brand (the load) is your story. To reach the largest audience most storytellers realize they must be in a good location. The best location is where your ideal customer hangs out. Your strategy can include both physical and digital assets. This of course depends upon who you want to reach with your story. For local businesses many times a combination is best.
Let’s talk about the load
First and most important is to be authentic.
- Who are you?
- How did you get to where you are?
- For what situation are you offering a solution?
- Who are you?
People relate and do business with those they know, like, and trust. Those factors have to be in place for your business to be successful. With the right load and vehicle this is simple.
How did you get to where you are?
Have you ever seen a business owner who didn’t have a reason for starting a business? In many cases they found a need for something and created their own solution. Since this solution had value to them, they share it with others. It does help if you can show the processes you use to create the product.
- For what situation are you offering a solution?
- For what pain or pleasure are you filling a void?
- How are you going to simplify the life of the buyer?
Voice
Every story requires a voice. It is the story teller (part of the load) who chooses the voice. What voice do you want your audience to hear? We often hear laughing all the way to the bank. If, though the laughter continues inside the bank, would you do business there?
Colors
What colors best represent your product or service? Using the bank again as the example would you do business with a bank where the logo, and other colors were pink or red? It is important to remember some colors work better than others for digital marketing. For logos the rule of thumb is if it doesn’t work in black and white, it won’t work in color.
Fonts and font pairing
In the case of fonts and font pairing this has to be in the load and also the vehicle. The most important aspect of this is it lets people know they are in the right place. Fonts are also what set you apart and show that you are unique. It does though have to stay within what your audience expects based upon your type of business.
Now onto the vehicle
Most people choose a vehicle rated to carry the load they want moved. The same applies to your (vehicle) marketing strategy. If the load doesn’t make it to the ideal customer it has little value.
Figuring it out
Without market research how will you know your ideal customer and if your solution fills a want or need for them? The best way to find this answer is to ask people directly and in person. There are though other ways to figure this out. Without some kind of market research though your ideal customer you will find elusive. A marketing strategy (vehicle) that reaches your ideal customer, where they hang out, with your brand (load), in reality is the only way to see or increase success.
In conclusion
As you can see the brand and the marketing strategy are intertwined. It takes both to have a viable business. Marketing will be ongoing from the day you open your physical or digital door. It must have some kind of consistency.