Branding versus marketing

Branding versus marketing

While branding and marketing are different concepts, neither can work without the other. Branding is strategic and marketing is tactical. Branding lives in the mind and is not physical or tangible. One key difference between branding and marketing; marketing tells the story and spreads the message, branding tells the customers exactly what the brand is and what makes it unique and memorable. Branding should always come before marketing.

Branding identifies core values and principles and has a mission statement. It can sum up a company’s reputation in one word. Branding works to maintain respect, admiration and value. Branding helps businesses keep clients because of the trust that was built. Branding makes a commitment to high quality, community, convenience, communication and the needs of the target audience. Branding makes promises and keeps promises. Branding must be done every day because it is who you are as a product or organization. Branding also makes the product or organization far more successful. Ask yourself these questions when trying to develop the brand;

  • Why did I build this business?
  • Why do I want to help this group of people?
  • Why does it matter to me that these things get done?
  • What kind of voice do I want to use for my brand?
  • How do I want the brand to be perceived?
  • Can I stay true to the identity of the brand throughout its existence?

Marketing helps businesses get clients. Marketing works to understand the target audience and get it interested in a particular brand. Once marketers understand who the target audience is, they can work on a brand’s marketing campaign to build their interest in a brand.

Marketing presents the brand and branding shapes the customers’ feelings towards it. Marketing outlines the benefits of the product to the customer and explains why a customer needs it. This is what gets the customer’s attention in the first place. But branding looks at customers from a long term perspective. Building loyalty is the main point of banding. Brand loyalty will ensure that customers keep paying attention to their marketing content.

It is important to use marketing to develop the branding. Marketing dictates product development, product price and how and where to promote the product. Marketing is highly focused and directed to the outside world. Marketing turns the brand’s promise into profit from interest, appeal and distinct differences in said product. Marketing is all about making money for the brand and telling the customer why one product is better than a competitors product. Marketing strategies must remain flexible because trends come and go. By being flexible, marketers can get creative about how a brand is promoted.

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What color is your brand?

What color is your brand?

Color psychology has been a major proponent in marketing and branding theory for some time, but is still largely ignored by small start-up companies or persons who are unaware of this valuable marketing tool. At Spark Branding Co., founded in Fresno, California, we focus on integrating this useful device in our branding, logo design and web design to ensure that our clients’ company message stands out clear as day and attract customers. But what is color psychology and why is it relevant to you as a business owner or company?

With the drastic increase in brands and products, making your own company stand out has become a challenge. Much attention has been given to marketing psychology over the past few decades in an attempt to overcome this problem and one interesting aspect of how people perceive branding has come to light and been the focus of many studies in the past few years. Color psychology grew in popularity and now forms a staple for the marketing campaigns and branding of all major companies. Many academic articles boast of findings where color has been proven to increase or decrease appetite, make one brand preferable over another, and alter consumer behavior in general. The findings of these studies have all come to the same conclusion; color has the power to control the way consumers relate to certain brands.

This has to do with cognitive association and visual language. Majority of people have the same reaction to the same color, and this is what the theory is based on. Yellow has a warm, exciting and active association which makes it the perfect color for Ferrari or Nikon. In contrast to this, white represents professionalism, purity and calm, making it the chosen color for Apple and Cartoon Network. Purple, which is a feature with Cadbury and Hallmark, shows a creative, intuitive and mystical aspect. Coca-Cola and Virgin Active opted for red because of its association with being bold, powerful and enthusiastic. Green represents nature, growth and health, as seen in the branding for BP and Animal Planet and blue represents strength, loyalty and trust, as seen with Oral B and Ford. The best way to envision what a color does for a brand is to think of popular companies and what the strive for in their business, and to compare these virtues with the company’s associated colors.

These examples are relatable and comprehensive. Spark Branding Co.’s mission is to bring our knowledge of this system of semantics to our clients when creating the perfect brand, logo or website for them. We have an intricate understanding of how this visual language works and know how to utilize it to your advantage. Take our brand’s logo as an example. Black on white, it stands for professionalism, balance, cleanliness and intelligence. These are the ideals we carry in all our branding, logo design and web design.

The importance of color in branding and marketing should never be overlooked, and at Spark Branding Co., we put color back into branding, logo design and web design.

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