Author: Hailie Scott
When trying to grow your business, the go-to approach has historically been through marketing efforts. But many well-intentioned marketing attempts fall short because a clear brand voice to communicate is never established. Branding vs. marketing can be confusing. There is an importance to note.
When I think of marketing I imagine a delivery truck and its route. The brand is the package that the truck will deliver. You wouldn’t want to have a delivery arrive to your potential client with nothing in it, right? That is why it is essential to know the differences between branding vs. marketing and the importance of both, when scaling and promoting your business.
Brand is something that elicits an emotional response or creates a stickiness factor to you or your business. It is the reason a customer will choose one product, practice or business over another. It is the impression or emotional connection a prospective client has about you and hopefully drives loyalty to you or your business. Your brand can be a specific color, logo, image, powerful message, solution or unforgettable phrase.
To land on your brand, ask yourself: How do I want customers to feel about me when they hear my name? You may want them to think of “trust” or “innovative” or “cutting edge” or “problem solver”. What is your mission? Company culture? How do you communicate with people? What is unique about you? The answer to these questions will lead you to your brand.
When thinking of branding v. marketing, marketing is the truck and route that will deliver the message of your brand to the customers you most want to capture. Effective ways to deliver your message can include digital strategies using social media, paid advertisements, email campaigns, co-promotion, online reviews or keyword search engine optimization… to name a few.
When marketing, be specific on your audience and the message you want them to receive or you will spend obscene amounts of money for minimal return. Consider if you are focusing on a specific demographic, client, patient or payor mix. The marketing strategy will ultimately drive the customers towards you, however, the brand is what will keep them loyal.
Another important tip from Harvard Business Review to consider is to be sure and “sell your brand on the inside”, meaning educating your staff and employees on what your business stands for and brand represents, so every interaction with patients or clients matches what brought them to you and keeps them there – learn more from HBR: https://hbr.org/2002/01/selling-the-brand-inside
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