Over the years, we have seen a marked change in the digital scenario as opposed to traditional marketing. I can definitely say that my biggest learning curve has been understanding the true concept and value of the brand.
What’s the Difference between Branding and Marketing?The most helpful definition I found for distinguishing branding and marketing is this; while marketing is more of a push tactic, branding is more of a pull tactic. Marketing promotes a product or service, while branding gives meaning to why a business exists and communicates its core values. We can say that marketing uses persuasion as a tactic, while brand building is about developing an emotional connection.
Branding and the Digital AgeBuilding a strong brand in the digital age is vital.
- Online users have got more freedom than ever. With information at their fingertips, users are spoiled for choice in terms of products and services. A well defined brand is essential for distinguishing your product or service from the rest.
- Branding is a tool for developing and maintaining a competitive advantage. In the challenging world of digital media, staying competitive is even more of a daily challenge.
- Branding has always been about being connected. Digital heightens the connections of brands, people and things.
- The online customer relationship rarely ends with a sale. Brand building in the digital environment should leverage this and convert one time customers into successful brand loyalists.
- Brands have less control over what is said about them online. Users have access to the opinions of other users, which heavily influence their purchase decisions.
- In addition to paid and owned media, strong brands have the advantage of earned media – such as communities, brand advocates and brand evangelists.
- It's time to say goodbye to the generic model; today there are various touch points where users engage with brands, however branding ensures a consolidated message.
- Remember branding is not only about your product or service – it’s about your social engagement, customer services, sales process, your employees and everything in between – think about how digital has changed the above.