Branding & Marketing: Why They Must Go Hand in Hand

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Branding is not one of those things that your business can choose whether or not to take seriously. If your business isn’t branded correctly, it stands no chance of finding real success in this world. The same applies to marketing. The two things should go hand in hand. Neither one is of much use to your business without the other. It’s all about killing two birds with one stone and approaching both things together. Not only will this make it easier to win over customers but it’ll also save you some money in some instances.

There are so many ways in which you can approach these tasks together. It doesn’t have to be a daunting or difficult challenge. In fact, it can be very easy indeed. You just need to be prepared and have some creative ideas to carry forward. To get you started, here are some of the reasons why it’s so important to tackle branding and marketing from the same angle.

Marketing is All About Visuals

When you market your company and its products, you will probably be using visuals heavily. This is what companies and brands do. If you don’t, then you will be taking a pretty strange approach to marketing. You will take photos, create posters and shoot videos. All of these things are visual, and so is your company’s branding. That’s why it makes sense to do both things at the same time.

Your branding should include the logo, the name and the colours that are attached to your company. If you get all of these things in line with the kinds of visuals that you use in your marketing campaigns, you will be off to a good start. Both of the things can go hand in hand and push the business in the right kind of direction.


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When Your Market Your Business, You Want to Associate Your Brand with Certain Things

Marketing your business is always about cultivating a very particular image. The aim is to make sure that your brand is associated with positive things and traits in the minds of consumers. That’s the idea anyway. Unfortunately, most businesses don’t manage to make that happen. This is the case for many reasons, but poor branding is one of them.

Creating a great marketing or advertising campaign that projects certain ideals is useless if people don’t know what it’s about. They might remember the campaign, but will they remember the brand behind it? If not, then the whole thing has been a waste and a missed opportunity for your business. You can only associate your brand with certain things if your brand is in the mix when you market the company.

Branding Should be Integrated Anyway

Integration is a key part of branding. This allows your brand to be there whenever your business has something say or do. For example, most top businesses will use letterheads and email signatures. These should include the name of the company and the logo. It’s a great way of boosting branding without spending more money. If you are not using integration properly yet, you should change that.

This is where marketing comes in. If your brand is not fully integrated into the marketing process, your business will miss out big time. You have to have a strong plan for bringing the brand together and showing the world why they should care about it. That’s what marketing is all about after all.

Consistency is Key

Consistency is the most important thing to be aiming for when you are marketing and branding your company. If you are not consistent with the images you present to the world, you will never go as far as you know you should. Consistent images, branding and even colours will help to cement an image of your business in the minds of consumers. That’s what you should be aiming for.

Once your business starts to send out conflicting signals, things get messy and confusing. You have no one to blame but yourself for the business’s failings if fail to offer a clear image of the business to the public. It’s not their responsibility to decode what you are trying to say to them. It’s on you to make that message clear and resounding.

Emotions and Promises Matter Too

Emotions matter a lot when it comes to branding a company. Your business will never get to where you want it to be if it doesn’t have a clear emotional appeal to customers. You might want to associate your brand with charitable work. Or you could create an advertising campaign that pulls on the heartstrings. It’s up to you, but it’s definitely a good idea to play to people’s emotions.

People will then start to associate an emotional reaction to your business, and they will be more likely to stay loyal to it. Of course, that will only be possible if you create a marketing or advertising campaign that puts your brand at the front and centre. If you fail to do that, your business will have no chance of appealing to anyone.


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Social Media Makes it Easier to Combine the Two

Social media is your friend and ally when it comes to creating marketing content that is strongly associated with your particular brand. So, make it your task to use social media to the advantage of your business. When you achieve this, you will notice that engagement improves and overall sales for the business should improve too.

Social media is all about visuals and images. People always respond more positively to a tweet or post if it has an image or video attached to it. This offers your brand an opportunity. It allows you to create great content that strikes the right chord with people. And while you do this, you will be able to reinforce your branding, which social media is also very good for.

It’s Always Easier to Market an Established Brand

It’s definitely easier to market a brand that is already established and recognised. This means a couple of things for your company. First of all, you should put a strong focus on making your brand as recognised as it can be before you even approach marketing. You should aim to get your brand out there and have people engage with it. This will then make your task of marketing particular products that the company is selling a lot easier. The marketing process will be much simpler all round if you do this, so it’s worth establishing your brand in the best way possible.

Giving People Something to Take Away Can Force Them to Remember the Brand

When you are marketing your company, you should try to give people something physical to take away with them. This is a good trick that many companies use. When someone has something to take away with them, they will look at it in the future. For example, a branded pen can be carried with them and used in the future. And whenever they look at it, they will be reminded of your brand.

So, create branded merchandise that acts as a marketing tool. It’s the perfect way to combine both branding and marketing for the good of your business. It’s something that all good businesses should do. You could also hand out flyers because they have the same kind of effect. You can get these from Island Printing or other printing companies.

If Your Brand is Not Recognised, it Won’t Grow

When no one recognises your brand and what it stands for, it’s impossible for the business to grow. That’s just the way it is. So, if you spend all your time focusing on marketing efforts but don’t think about branding very much, you will have problems later on. You need to find ways to combine the two things and boost the brand recognition for your company.

When you market your brand in a way that places an emphasis on branding, you have more success. You want your strong marketing efforts to be closely associated with the company. So, accompany any marketing material with your brand logo and the company’s name. These are the things that should always be front and centre when you want to get your brand recognised.

Marketing is Wasted if Branding is Weak

Marketing is one of those things that companies spend a lot of money on. Therefore, wasted marketing is the same as wasting money. If you asked any business owner whether they want their business to waste money, they would tell you they didn’t. So, why is it so common for companies to take on marketing campaigns that neglect the role of strong branding?

It’s the kind of rookie mistake that you need to make sure that your business doesn’t make. If it does, it will only be a matter of time before your business suffers the consequences of your misjudged marketing tactics. Your brand has to be tied to your marketing campaign every step of the way if you want to avoid wasting time and money.

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Vinh Van Lam
the authorVinh Van Lam
Vinh Van Lam, co-founder of ArtSHINE, is a visionary art coach and entrepreneur with a passion for fostering creativity. With a diverse background in art and business, he brings a unique perspective to empower emerging artists, enabling them to thrive in the dynamic art industry through the innovative platform of ArtSHINE.

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