The difference between branding and marketing is profound.
One is about vision, defining your WHY, and deciding how you are going to connect with your audience.
The other is about how you position yourself and your product/service as well as defining the tools and tactics, you are going to use.
Branding and Marketing are not synonymous. The former is who you are—and the latter is how you build connections.
To determine what your brand stands for, you need to ask yourself 5 questions.
- What are your core values?
- Why are you in business?
- What is your unique unfair advantage?
- How do you want people to feel when they think of you?
- What is your ultimate outcome?
Marketing is all about tools, tactics, and metrics. It covers a number of different approaches all of which may achieve the same goal by using different methods involving more or less control.
Each method may be designed to connect to the potential customer at different stages in their journey to find a solution to their job to be done. Hence the different approaches.
Some examples of Marketing…
- SEO / Content Marketing
- Social Media Marketing
- Paid Traffic
- Email Marketing
- Television / Radio
- Print Campaigns
Whichever marketing approach suits your talents best, you would be wise to answer the 5 branding questions first for they will define the mindset needed to devise a successful strategy.
And the strategy itself...
Branding is about building emotional bridges so that your marketing can connect with your folks on a deeper level...
The goal is to transform them into Super Fans of your product.
To build brands that mean something to customers, you need to attach them to products that means something to your customers.
That means you do not segment your audience by their demographics or psychographics but by the job they need to get done.
“People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole!” Theodore Levitt - Harvard Marketing Professor
Yet so many people segment their markets by drill bit type and price.
Then they do their best to pack their offer with more and more product features to make it ‘irresistible’ before discounting the price ‘for a limited time only.’
This is a race to the bottom.
In truth, segmenting your audience by demographics and psychographics is no better because you are not addressing the deep emotional needs they have… the job to be done
Take for example the “quarter-inch hole”
The customer wants to create a series of quarter inch holes so that he can build his wife a surprise gift for her birthday.
The trick is to segment based on the result that each piece of your audience wants no matter their age, sex, education or location etc…
That is where you connect your brand to the product.
For it is there that your audience sees the most value.
A purpose driven brand is able to connect with our audiences on a functional, emotional or social level.
So there is…
- An external desire… The functional goal, a series of quarter-inch holes.
- An internal desire… The emotional goal, to build a surprise gift for his wife.
- And a philosophical desire… The social need to be seen as a good husband (perhaps).
It just so happens that these 3 combine to create conflict in a story.
Tension is the one thing that sucks your audience in and turns them from spectators to participants.
Transforms them from being resistant, to receptive to ultimately becoming Super Fans.
Purpose Driven Brands are built in people’s minds using the power of story to motivate and inspire your folks to join your community and deepen the connection they have with you and your brand.