August 23, 2018
44 | Why focus on branding when you already have a million other things to do? With Andrew Wang
Why you’ve got to listen to this episode:
This is a question that a lot of business owners and entrepreneurs ask.
It’s a very valid question particularly because most entrepreneurs and business owners are pulled in a million directions and have to deal with every little detail of their businesses. They have to be very diligent in where they spend their time and resources and if it’s not necessary or if it’s not going to bring a good return on their time, it’s not worth doing.
This question reveals a very common fact amongst business owners, entrepreneurs and even leaders of organizations, that is a hindrance to success. This question shows is that most business owners, entrepreneurs and leaders of organizations are not trained on branding. Due to their unfamiliarity with the topic, they don’t have the knowledge or skills to do it and don’t quite understand the value of dedicating the effort and resources to do it. Why do this? What is the return we’ll get?
Most entrepreneurs and business owners may not have the training on branding but they all have at least some understanding of marketing and the need for it. They may not know all that is involved or the most effective ways or latest trends, but they have heard enough about it to know the need for marketing within their business. But marketing is not branding, and branding is not a logo, and is not advertising.
Who can benefit from listening in:
As a business owner or a leader in an organization, it’s essential you understand the difference between branding and marketing so you can effectively utilize them together. You need both branding and marketing and although they are both connected, they are quite different.
Businesses or organizations that don’t have their brand defined, end up with inconsistent messages or messages that are very similar to their competitors and don’t help differentiate them or create any sense of connection or interest amongst their potential audience.
In this episode, I answer the question Andrew posed and walk you through the differences between marketing and branding, why it’s important to have a well-defined brand and give you three key steps to take to define your brand.
Key takeaways from this episode:
- What matters is not how different you are but rather the difference you’re making. Luiza Campos
- While marketing is the responsibility of the marketing department, branding is the responsibility of the entire organization and every single person within it. Everyone has a role to play. Luiza Campos
- While marketing must constantly change to keep up with the latest trends, your brand values and principles should remain constant. Luiza Campos
- Branding is “I see you” marketing is “Look at me”. Bernadette Jiwa
- Your conversions will be lower if your consumers are not connected to you as a brand. Luiza Campos
- Marketing helps you reach your audience and branding helps you form meaningful long-lasting relationships. Luiza Campos
- With marketing, you push information out. With branding, you pull your customer in. Luiza Campos
- Branding is who you are, and who you are is defined by the actions, behaviours and decisions your entire staff, from top to bottom makes. Luiza Campos
Links to resources mentioned in this episode
- Runnymede Capital Management
- Alberta Podcast Network
- ATB “The Brach for Arts & Culture”
- Don’t Call Me a Guru podcast
The supplement for this episode has information on how to define your brand to stand out from your competitors, build consistent messages and create a sense of connection and interest amongst your potential audience.
Thanks for listening
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