In the world of business, marketing and branding are often used interchangeably, but they serve different purposes. While both are crucial to a company’s success, understanding their differences can help you utilize them effectively. This blog post will delve into the distinctions between marketing and branding and why each is essential for your business.
what is branding?
Branding is the process of creating a unique identity for a product, service, or company. It involves defining the company’s mission, values, and personality and how these elements are communicated to the target audience.
key components of branding:
brand identity: This includes logos, color schemes, typography, and other visual elements that represent your brand.
brand voice: The tone and style of communication used by the brand, whether it’s formal, friendly, witty, or authoritative.
brand promise: The value or experience a brand promises to deliver to its customers.
brand values: The principles and beliefs that the brand stands for and promotes.
Branding is about shaping perceptions and building a reputation. It creates a connection with the audience, fostering loyalty and trust.
what is marketing?
Marketing, on the other hand, refers to the strategies and tactics used to promote and sell products or services. It involves market research, advertising, sales strategies, and customer engagement.
key components of marketing:
market research: Understanding the target audience, their needs, preferences, and behaviors.
advertising: Creating campaigns to promote products or services through various channels like social media, television, print, and online ads.
content marketing: Producing valuable and relevant content to attract and engage the target audience.
sales strategies: Techniques used to close sales and generate revenue.
customer engagement: Building and maintaining relationships with customers through interactions and feedback.
Marketing is about reaching out to potential customers and persuading them to choose your product or service.
key differences between marketing and branding.
purpose:
branding: Focuses on defining and communicating the identity and values of the company.
marketing: Focuses on promoting products or services to drive sales.
scope:
branding: Long-term and holistic, encompassing the entire company’s ethos and image.
marketing: Short-term and tactical, often campaign-based to achieve specific objectives.
outcome:
branding: Aims to build a loyal customer base by creating a strong emotional connection.
marketing: Aims to generate leads, increase sales, and boost market presence.
consistency:
branding: Requires consistency in message and visual elements to maintain a coherent brand image.
marketing: Can vary in message and tactics based on different campaigns and target audiences.
why both are essential.
While branding establishes your business’s identity and builds customer loyalty, marketing drives the immediate actions that result in sales. Together, they create a powerful synergy. A strong brand makes marketing efforts more effective, and effective marketing enhances brand recognition and loyalty.
By understanding and leveraging the distinct roles of marketing and branding, businesses can create a strong, recognizable presence and effectively reach their target audience.
Remember, while marketing brings in customers, branding keeps them coming back.
Yankee Mattress Company was looking for a revamp to its branding along with a new e-commerce website. They needed a more focused approach to their target market, with stronger messaging and values that elevated their branding to the same level as their high-quality mattresses.
Threshold wanted to position Yankee Mattress as more than a retail store, but an employee-owned company that’s invested in their customer’s quality of life.
our approach.
new brand positioning & naming.
Following extensive market and customer research, Threshold created two brand concepts for the client to choose from, both with a core purpose, messaging, tagline, brand voice, and visuals. Each concept brought the brand to a more modern place, differentiating it from competitors by highlighting the craftsmanship that goes into their mattresses.
Yankee Mattress’ previous website didn’t allow for a streamlined online ordering experience. Our website design included easily navigable shopping categories as well as detailed shop pages. Each mattress product page included custom graphic designs that detailed each section of the mattress materials, making it easy for customers to browse and select the mattress best suited for them.
We designed this website to mimic the in-store experience customers have, providing them with clear information so they could make informed decisions.
we love results.
The final brand not only connects better with the target audience, but it feels timeless and elevated. Each aspect of the brand ties in seamlessly with the next, inspiring the company’s employee-owners and ensuring the quality of the mattresses is felt within the quality of the branding.
One Year Post Website Launch (April 2023-March 2024):
446 New Users
7% Increase in Engagement Rate
A 7% Reduction in Bounce Rate
before you go.
Yankee Mattress Company can now confidently say they’re crafting comfort for amazing sleep and better days. See the case study for a full look at the transformation our THeam created for them – and what we can do for you, next.
Let’s propel you forward too! Your place for your every marketing need, with us you can go a la carte or take all the carts. Talk to a Marketing Specialist today.
The landscape of the banking industry is in a constant state of evolution, especially in the digital sphere. As we delve into 2024, the key to staying ahead lies in understanding
emerging trends and harnessing the expertise of advertisers to effectively market banking products.
Let’s explore some pivotal trends shaping the banking sector and how advertisers can play a key role in communicating these financial offerings.
2024 banking trends: a snapshot.
data-centric strategies.
The effective utilization of data remains paramount for banks and credit unions. Targeted marketing based on customer insights and behaviors is key to driving
engagement and conversions. Advertisers equipped with analytical tools can assist in crafting data-driven campaigns that resonate with specific customer segments.
personalized customer experiences.
Customers expect tailored experiences. Banks are increasingly focusing on personalization to deliver relevant services and offerings. Advertisers can aid in creating
personalized content across various channels, optimizing customer journeys, and enhancing user experiences on digital platforms.
emphasis on digital channels.
The digital shift in banking continues to accelerate. Online banking, mobile apps, and digital payment solutions are becoming the norm. Advertisers well-versed
in digital marketing strategies can help banks capitalize on these platforms, ensuring visibility and engagement through targeted digital campaigns.
rise of fintech collaboration.
Collaboration between traditional financial institutions and FinTech firms is on the rise. Advertisers can assist in showcasing these partnerships, highlighting
innovative solutions and services that emerge from such collaborations, fostering trust and credibility among customers.
the role of advertisers in banking product
promotion.
strategic campaign development.
Advertisers bring expertise in developing strategic marketing campaigns tailored to the banking sector. They can identify the unique selling propositions of
financial products and craft compelling narratives that resonate with the target audience.
utilizing multi-channel marketing.
Effective advertisers understand the importance of a multi-channel approach. They can leverage various platforms – social media, email marketing, search engine
advertising, etc. – to ensure comprehensive coverage and engagement across diverse customer segments.
optimizing user experience.
Advertisers play a crucial role in optimizing the user experience. They can collaborate with banks to design intuitive interfaces, mobile apps, and websites that simplify
banking processes, creating seamless and user-friendly experiences.
adapting to changing trends.
Advertisers constantly monitor industry trends and consumer behavior shifts. Their agility in adapting campaigns to align with evolving trends ensures that banking
products stay relevant and competitive in the market.
looking forward: the collaborative future.
The banking landscape in 2024 presents immense opportunities for growth and innovation. However, to navigate this complex terrain successfully, collaboration
between financial institutions and advertisers is indispensable. By leveraging the expertise of advertisers, banks can effectively communicate the value of their
products and services, driving customer engagement and loyalty.
to sum things up.
As we embrace the dynamic trends in banking, the role of advertisers becomes pivotal in shaping the success of banking product promotion. Their ability to strategize,
innovate, and adapt will be instrumental in propelling the banking industry forward in 2024 and beyond.
about the author.
Jenny is a senior CSM who handles all things financial marketing – literally. When it comes to financial institutions and their marketing campaigns, there isn’t a question she
can’t answer, or a problem she can’t fix. She keeps the ship floating, and makes it look effortless.
When she’s not acting as a guru for our CSM team, you can find her spending time with her kiddos, probably doing something adventurous and amazing.
In today’s market, if you don’t have a standout brand, you might as well be invisible – but never fear.
We’re diving into the essence of building an authentic brand that resonates with your audience, so that everyone who engages with your brand thinks, “Yep – I’ve gotta work with them“.
In a world dominated by fleeting trends and constant noise, authenticity is the key to standing out and forging lasting connections.
So, grab your favorite beverage, settle into a cozy spot, and let’s explore the wonderful journey of creating an authentic brand together.
embrace your identity.
Authenticity starts with self-discovery. Understanding who you are as a brand is fundamental to building an authentic identity.
Take a moment to reflect on your core values, mission, and unique qualities. Embrace what makes you special and weave it into the fabric of your brand.
By staying true to your essence, you’ll attract like-minded individuals who resonate with your purpose.
know your audience.
Building an authentic brand requires a deep understanding of your target audience. Take the time to listen and learn about their needs, desires, and pain points.
By developing empathy and connecting with your audience on a personal level, you’ll be better equipped to create meaningful experiences and solutions that genuinely resonate with them.
consistency is key.
Consistency breeds familiarity and trust. Ensure that your brand voice, visual identity, and messaging align across all touchpoints.
From your website to your social media platforms and customer interactions, strive for a cohesive brand experience.
This consistent approach will create a sense of reliability and authenticity, earning the trust of your audience over time.
keep it real.
Authentic brands are built on honesty and transparency. Be open about your values, processes, and even your shortcomings.
Authenticity thrives in an environment of trust, and being transparent about your brand’s journey creates a genuine connection with your audience.
When you make a mistake, acknowledge it, learn from it, and communicate your commitment to improvement.
engage and listen.
Authenticity goes hand in hand with active engagement. Encourage conversations with your audience through social media, blog comments, or even offline events.
Engaging with your customers and truly listening to their feedback shows that you value their opinions and are committed to serving their needs.
By actively involving your audience, you can refine your brand and create experiences that resonate deeply.
celebrate your community.
An authentic brand understands that success is a collaborative effort. Celebrate and shine a spotlight on your community of customers, fans, and advocates.
Share their stories, testimonials, and experiences to create a sense of belonging and foster genuine connections.
By placing your community at the heart of your brand, you create a bond that extends beyond transactional relationships.
to conclude.
Building an authentic brand is a journey that requires self-reflection, understanding your audience, and a commitment to transparency.
By embracing your true identity, consistently delivering on your promises, and actively engaging with your community, you can forge deep and meaningful connections that will differentiate your brand in today’s crowded marketplace.
Remember, authenticity is a superpower that can transform your brand into something extraordinary.
So, go forth, be authentic, and let your brand shine!
before you go.
At Threshold, we specialize in helping brands discover and unleash their own authentic voice. If you’re looking for some professional guidance on your brand’s journey, we’d be thrilled to assist you.
Get in touch with one of our marketing experts today to embark on an exciting adventure of creating an authentic brand that connects with your audience on a profound level. It’s kind of our thing.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
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about the author.
Ava is the Content Marketing Specialist at Threshold.
This makes her responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in digital marketing strategies both internal and client-facing.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
As the largest generation in the United States, Gen Z comprises individuals born between 1997 and 2012.
This generation has grown up with technology and the internet always readily available, making them highly tech-savvy and deeply connected to social media. With an estimated purchasing power of over $143 billion in the US alone, Gen Z is a highly influential market segment that cannot be ignored by real estate businesses.
As such, it’s crucial for real estate businesses targeting Gen Z to consider the importance of an adaptable logo that resonates with this audience.
What is an adaptable logo?
An adaptable logo is a visual representation of a brand that can be easily adjusted to work across different mediums, formats, and applications without losing its core identity or essence. It is designed to maintain a consistent look and feel across various marketing materials such as print, digital and social media. An adaptable logo can be resized, repositioned, or modified to suit different contexts, but it retains the same essential design elements that make it instantly recognizable as the brand’s logo. The goal of an adaptable logo is to ensure that the brand’s messaging is cohesive and memorable across all channels, while also allowing for flexibility and versatility in different marketing contexts.
Why you should be creating adaptable logos
Real estate businesses targeting Gen Z need to consider the importance of an adaptable logo for several reasons.
Easily sharable
An adaptable logo is shareable. In today’s digital age, social media platforms are a crucial part of any marketing strategy, and Gen Z is known for their love of sharing content. An adaptable logo that looks great on various platforms can help attract attention and increase shares, ultimately driving engagement and awareness.
Branding
Cohesive branding is key. Gen Z is highly skeptical of businesses that lack authenticity or appear to be inauthentic. An adaptable logo that maintains the same look and feel across all marketing materials can help establish a consistent and authentic brand image that resonates. Since this generation values authenticity and creativity, a logo that reflects those values will be more likely to capture their attention and earn their trust in the long run.
Integration
Seamless integration matters. As a tech-savvy generation, Gen Z expects businesses to have a strong online presence.
An adaptable logo that can be easily integrated into a website, a phone app, social media profiles, and other digital marketing channels ensures that the brand’s messaging is consistent across all channels, making it easier for them to recognize and engage with the brand.
Trust and awareness
A recognizable logo builds trust. For Gen Z, trust is a key factor in making purchase decisions. A recognizable logo that appears across different mediums and formats helps build brand awareness and establishes that trust, leading to increased customer loyalty and retention.
Forward-thinking
“Future-proofing” is essential. As a forward-thinking generation, Gen Z expects businesses to be proactive in adapting to new technologies and mediums.
An adaptable logo that can easily be updated to remain relevant in the ever-changing marketing landscape demonstrates a business’s commitment to innovation and staying ahead of the curve. Since they tend to stay on top of trends, Gen Z is quick to spot dated marketing and graphics.
To conclude
An adaptable logo is very crucial for real estate businesses targeting Gen Z. By having a logo that is versatile, consistent, recognizable, and “future-proof”, real estate businesses can attract and retain the loyalty of Gen Z customers in a highly competitive market.
As a result, they can establish a strong and authentic brand image that resonates with this influential audience, leading to increased brand awareness, engagement, and customer loyalty.
Before you go
Don’t forget, we’re experts when it comes to crafting marketing strategies that drive leasing results and building high-ranking SEO-friendly custom websites! Need help? Reach out to a CSM or any of our team members to get started on taking your marketing and SEO to the next level, see an increase in traffic, and watch the leads roll in.
For more tips and information about digital and real estate marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, or LinkedIn!
About the author
Mai is something of a superstar here at Threshold. Working exclusively as our Senior Designer, there is nothing she can’t create flawlessly for our clients, and our own TH brand. At the end of the day, our creative THeam would not be the same without her leading the way both in her ability to bring dreams to life, and her strategy behind it all.
When she’s not on the clock, Mai loves keeping her creative juices flowing by acting as a maker in her hobbies. From refinishing furniture to creating her own art, her mind is always fueling itself with brilliance and taste. She only wishes she had more time in her days to continue doing more of what she loves.
Jenny Paul
Ava Page
Mai Mongelous