ImageWorks Creative Blog

The definitions of marketing and branding have changed. So has their relationship!

Posted by Scott December 21, 2009

The dictionary definition of “branding” usually refers to the name and image of a product or service. However, in the business world we take it a few steps further. BNET defines branding as:

"a means of distinguishing one firm's products or services from another's and of creating and maintaining an image that encourages confidence in the quality and performance of that firm's products or services."

A bit wordy, but it really gets to the point and accurately describes the overall effect, goals and purpose of branding. Jon Jantsch from Duct Tape Marketing offers an even simpler definition that we really like:

"Branding is the art of becoming knowable, likeable and trustable."

So how are branding and marketing related?

Ah, the great marketing/branding debate. Here at ImageWorks Studio we have long argued that marketing and branding are very similar and are, in fact, dependent on one another. When fused together branding and marketing would successfully create and promote value, trust and confidence in a company’s image, products and services.

The American Marketing Association’s new definition of marketing is as follows. (Notice that it sounds a LOT like branding.)

Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
The older definition: (Notice creating value, (Brand Equity) is missing)
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals' and companies' goals.

So think of branding as the creation/re-creation of tools and media used for marketing purposes and marketing as the planned execution of those tools and media. Or to keep it simple lets go back to Jon Jantsch and take a look at his definition of MARKETING:

"Marketing is getting someone who has a need to know, like and trust you."

Confusion in the word "brand"

We are surprised by how many customers think a brand is just a logo or name and branding as something used to raise awareness by Fortune 500 companies. A Brand is everything that creates an impression about your company and/or your products and services. It's the whole enchilada. This impression is what we call the "Brand Image"

Brand Image: A customer's perception of what a brand stands for.

Perception is everything in the business world. Advertising professionals call it “outside perception” when it’s in the eyes of the customer. Everything that comes in contact with customers — brochures, direct mail, Web sites, advertisements, presentations, e-mails, signs, exhibits, salespeople, etc. — helps them form an opinion, good or bad, of your company.

A successful branding program is multidimensional, emphasizing the total customer experience. Companies often focus on a specific marketing project and forget the total package. Your brand must convince your prospects that you are the clear-cut choice to fulfill their expectations. This leads to credibility and anticipation, which will give you a huge advantage when it comes to converting sales.

ImageWorks can help you build a brand from the ground up or rebrand a “tired” or outdated corporate image. Follow the links below to get started.

Getting started:

  1. We need better quality leads and a system we can count on to consistently produce them.
  2. I would like some pricing and to discuss your ideas for our company.

Article by CEO/ImageWorks Studio - Updated 12/21/2009

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"ImageWorks’ branding and marketing strategies have led to a tenfold increase in our organic website traffic."

"We have already seen a lot more user engagement than we ever have had in the past. Scott never said no. As a result, I am a hero at work for creating this great new site."

"Scott is the only person I've talked to who really took the time to understand my marketing needs and helped me make the changes to my website and marketing plan."

"Pssst! Did you know ImageWorks has won over 20 national and international awards for design and marketing from the best names in the industry? Imagine that talent working for your business! "

"ImageWorks knew exactly what I needed and provided it quickly and economically."

"Thanks to the IWC team for creating a brand for us which consistently receives rave reviews!"

"Thanks to you and the ImageWorks team for a successful launch yesterday. Everything turned out great and I really appreciate the effort everyone put in to meet the launch date. I am looking forward to continuing working with you. Best of all, in less than 12 hours of having our new site up, we generated our first lead for a trial."

"We have been extremely happy with their creativeness and are very proud of what they have done for us on our web presence."

"This [design] is phenomenal! Your team has blown me and my expectations away at every phase! I can hardly wait to start marketing."

"A big thank you for an amazing website! I absolutely love it! You and your team did a great job! Fabulous work ... I have been bragging about it to everyone!"

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