Brand Before You Market

Brace yourself, because what I’m about to say might come as a shock to you – branding is not marketing. I repeat, BRANDING IS NOT MARKETING. Marketing is tactical in that it consists of many many small scale steps and campaigns to progress your business towards your goals. Branding is a strategic backbone showing your audience who you are and what you’re all about. It’s the voice of the business. A strong branding strategy expresses the values, attributes, and characteristics of what a brand is or is not. While branding, marketing, advertising and promotion are all different and necessary components of a successful business, branding is what ties the overall brand together and ensures cohesiveness among the other components. You cannot run a successful marketing, advertising or promotional campaign without a strategic, specific branding strategy in place. Marketing, advertising and promotion all help you get your message out, but branding

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