Why Marketing and Branding Matter

Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Why Marketing and Branding Matter," examines critical elements of both marketing and branding as separate entities, while simultaneously recognizing that the two disciplines are often treated as a single concept, thereby blurring the lines. Although we're in a pandemic and the country may have to shut-down again, marketing and branding still matter.  The two disciplines hand-in-hand and executed correctly can bolster each other, but each subject should be nurtured and developed separately from the outset. While each has a distinctive role, marketing drives sales, and branding identifies the brand and distinguishes it from its competitors.

Our Quote of the Day: "Marketing's job is never done. It's about perpetual motion. We must continue to innovate every day." – Beth Comstock

Branding Beyond the Logo

By definition, branding is a process whereby the organization's mission statement fully describes the brand, incorporates the brand values, and the resulting creative communicates visual information about the brand. When executed correctly, the art of branding establishes a unique brand identity that supports creating a reputable persona for the business.

Make no mistake. Branding is much more than a logo displayed across various media channels. Of course, all organizations need a logo, but branding goes far deeper than that. Branding is like lasagna. It requires many layers to create the perfect dish. So it is with branding; you need more than a logo or company uniform to establish a great brand.

To establish and build a brand, you will need to identify multiple attributes, including: 


• Color Palette
• Company Culture
• Company Values
• Creative Design
• Value Statement
• Brand Mark
• Font Selection
• Mission Statement
• Company Guidelines
• Brand Representation
• Communication Tone

When an organization develops and implements these attributes, the odds are strong that the brand can compete and hold a unique position in the marketplace. In addition, today's consumers expect and demand that brands communicate where they stand on social issues.

Branding is an ongoing effort that keeps customers informed and satisfied and should be deemed a staple in the marketing mix. 
Warren Buffet said, "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently."

The Discipline of Marketing

Marketing is a discipline whereby a solution, including products and services, is communicated to a target market audience to generate an outcome, usually sales. It is also a competitive way to showcase what the brand has to offer and how it can help with their daily lives and challenges through product viability.

Marketing is the quintessential aspect required for business growth, which supports the brand image and serves as a catalyst for convincing the marketplace that the products are competitive. Further, marketing provides a destination component, where the marketing messages can be seen, heard, read, experienced, and consumed. The different elements make up the "marketing mix."

When looking to create a solid marketing strategy, one should include the four Ps:


• Product - What is the brand selling?
• Pricing - What is the cost, and is the cost-competitive?
• Place - Where can the product(s) be purchased?
• Promotional - What will the marketing campaign be, when will it end, and what channels will inform the buying public?


The four Ps are hardly a new concept, but in the age of the Internet, you want to think through the primary attributes. Effective marketing campaigns typically share a multi-pronged approach, use several marketing channels to distribute messages, and may require a variety of creative to communicate the overarching message.

Brands that invest in an omni-channel approach are well-suited for successful outcomes. Of course, WOM (Word of Mouth) remains one of the best advertising methods, and where applicable, include it in the marketing mix. Lately, brand ambassadors, also known as, Influencers are gaining ground. Influencers who can speak to the value of an offering, extend credibility, and niche cache to their audience, which translates as brand credibility and product endorsements. In a social media world, this aspect of marketing is a powerful tool for any brand.

Given all that marketing entails, brands must extend their marketing efforts across a range of mediums, such as websites, blogs, videos, emails, social media, direct mail, postcards, flyers, brochures, product displays, white papers, and so on.

Marketing and Branding Distinctions


There are differences between marketing and branding, and its simple to grasp. 

Marketing is a strategic tool that is data-driven and informational based. It provides consumers with product information that communicates the benefits and features of any offer. It is a timely activity that helps to generate a sale.

Branding is an ongoing long-term initiative that serves to inform both customers and prospects about the brand's evolution, nurture relationships, keep customers in the fold, and impart brand values that align with consumers who regard brand equity and value assessments at the highest level.


Can You Have One Without the Other?

Most experienced marketing professionals would state that you need both, and each aids the other. Marketing is sales communications and, when executed correctly, will resonate by increasing sales ROI.

Branding is the long-term effect that identifies and differentiates your brand from all others. It is the name, the design, the symbol, and other features that define your brand. Most consumers will recognize a brand by its logo, customer service, reputation, or different memorable impressions.

The Net-Net

Marketing and branding work in tandem, and should be used to establish and build brand equity, increase visibility, and promote offerings that are of value to the market at large. Marketing will entice consumers to consider their offerings. Branding distinguishes your offerings from your competitors. Thanks for reading "Why Marketing and Branding Matter."



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