The Difference Between Marketing & Brand Management

marketing versusu brand management

The Difference Between Marketing & Brand Management

“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

- Seth Godin

Are you looking to build a powerful brand for your business? One that seamlessly flows from social media and your website to your email newsletters and business cards? What many people don’t realize is that the final result you want is actually made possible by two separate strategies; brand management and marketing.

Strong, cohesive brands don’t happen by chance or by marketing alone. They are purposefully and thoughtfully designed, leaving no stone unturned. So, how does it work? In this blog, we’ll take a closer look at brand management and marketing, the differences between the two, and how they can work together to drive your business forward.

What is brand management?

What is brand management

Brand management is where it all begins — or where it should at least. A brand strategist’s role is similar to that of an architect when designing a house. They ask you questions and listen to discover all the things you want and need. Then, they go to work to draw up the blueprints.

Construction crews can’t build the house you want without the blueprints. Likewise, content creators, website designers, and social media managers can’t build the presence and image you need without a detailed plan.

That plan involves creating your brand narrative and identity which should include:

Brand narrative:

Brand identity:

Together these core components, and potentially more, create the foundation you need to create a cohesive and purposeful brand presence. Every piece of content, every communication, every appearance should begin with the brand development.

If you are a solopreneur doing your own marketing, your brand identity will help to ensure everything you create is aligned. If you are looking to outsource your marketing to a team, the brand identity works as a guide to keep everyone consistently on the same page.

How does marketing fit in?

Once you have an in-depth brand guide in place, you will be ready to launch marketing campaigns.

At Peak, this often includes:

You should build each marketing campaign to align with the brand blueprint. For example, the website design will feature the colors and typography styles defined in the guide. Further, all of the copy and content will reflect the company’s voice, personality, vision, and values.

On social, your cover art, profile picture, and bio information will be created to align with the brand style directives. Then, each of your social posts will follow the guidelines to ensure they all work toward your goals while staying “on-brand.”

Over time, this creates a strong, consistent presence that people come to know, like, and trust.

“Trust equals consistency over time.”

-Reid Hoffman, Founder of LinkedIn

Branding and marketing work together to drive your business forward

Digital marketing encompasses multiple channels and relies on a plethora of content pieces. Without a brand strategy to keep everything aligned, it is very easy to send a confusing message to your audience and community, that hinders your growth. However, by starting with the development of a strategic brand guide and managing the brand through marketing campaigns, you can create a fast-track to your goals.

Want to learn more about brand management and marketing? Contact Peak today!

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