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The definition of branding

Written by: John Jantsch

Article Overview: One of my readers pointed out that they really appreciated the definition of marketing that I use throughout Duct Tape Marketing. Marketing is getting someone who has a need to know, like and trust you. Most small business folks, exposed only to more academic definitions, really seem to appreciate the truthfulness of that characterization. This same reader (Eddy) also asked then for my definition of branding (as it might relate to marketing)

The definition of branding

One of my readers pointed out that they really appreciated the definition of marketing that I use throughout Duct Tape Marketing. Marketing is getting someone who has a need to know, like and trust you. Most small business folks, exposed only to more academic definitions, really seem to appreciate the truthfulness of that characterization.

This same reader (Eddy) also asked then for my definition of branding (as it might relate to marketing)

So, here you go. Branding is the art of becoming knowable, likable and trustable.

Taken in that light it’s not much of a stretch to see how the two are related, yet separate. Every small business has a brand - either accidentally or intentionally, because it’s a lot like a personality - everyone has one, like it or not. So, the question then becomes, what should you do to create a brand that enhances your marketing efforts and rings true for you?

With this definition in mind marketing then becomes the act of taking the elements of that personality and exposing them to the ideal customer at the ideal time in the ideal setting. Elements like a company name, logo, images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency and vision.

If marketing is doing then branding is being. Often the two are so integrated strategically and tactically that it’s hard to say one comes before or is more important than the other.

A small business that understands branding and marketing and the relationship between the two will find that attracting and retaining customers is not really that hard. The struggle in marketing often times comes from the belief that branding is just for products or big companies. This leads to the disconnect between who your company is being and what your company is doing.

Coincidentally, if you have any desire to hear more on the subject of branding I have two opportunities.

LogoWorks Branding Webinar - I am participating in a discussion on branding with Rob Marsh, LogoWorks VP of Operations on Wednesday Nov 7th - 1pm CST.
A Brand You World - Global Branding Telesummit - I am participating on a panel led by Guy Kawasaki - Thursday Nov 8th - 9am CST

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Article Tags: attitude, belief that, business folks, characterization, colors, consistency, definition of marketing, definitions, desire, duct tape marketing, logo images, marketing efforts, marketing marketing, marsh, metaphors, personality, retaining customers, small business, truthfulness, webinar



Related Forum Posts
Re: The Flaw In Personal Branding...? - I suppose it depends on what type of business you are in. If you are in a business such as MLM or affiliate marketing I would think that branding yourself would be better. That way whatever you decide to sell, people are buying mainly because of you. On the other hand if you have a unique product or service then maybe branding that is better. MichelleJ
Re: The Flaw In Personal Branding...? - The original post in this thread got my mind spinning in so many different directions. Typically when we think of branding we think of large company branding. It's interesting how many large companies have taken seemingly made up words and created a brand around those words. For example, what does the word "kleenex" mean? When you hear or read that word you automatically think of a facial tissue. How about the word "Google"? Google has come to mean an internet search engine. Having used those two examples though it leads me to what I think is most important about branding whether you are an individual, small business, or conglomerate. The purpose of your brand is to create a unique space or position in the marketplace that you and you alone own. In many cases people create a personal brand through there persona. Frank Kern is the good old boy strikes it big in internet marketing persona. Zig Ziglar is the good boy does good motivational speaker persona. When you hear there names you immediately associate that name with there unique space in the market. So coming back to personal branding and whether you should allow your personal flaws to show I would say you absolutely must because that's who you are and you can't fake you. Whether people like you or don't like you they have to know exactly who they are liking or disliking. Bottom line when it comes to branding or personal branding I think the critical question is... Does your brand create a unique place in the world that people are already looking for?
Brand Babble - I recently read another great book called "Brand Babble" The book debunks a bunch of branding 'myths' that have seem to get passed around as conventional branding wisdom. The authors are Don E Schultz & Heidi F Schultz. ISBN 0-538-72714-4
The Flaw In Personal Branding...? - To what extent do you use personal branding to build your business and your business image? To build an effective personal brand, the image you convey needs to be authentic, not phoney ... so to what extent do you, or would you, allow your personal flaws to be part of your personal brand image?? We could be talking about the physical side, including physical condition and fashion, or it could be in the area of personal behaviour and characteristics or habits, or it could be in the area of lifestyle... Don't you think it might be better to have a flaw or two on display, to appear more human, and perhaps therefore more like someone people could do business with? Or is there a flaw in the whole idea of personal branding. Shouldn't we just concentrate on branding our products??
Re: Using Craigslist SEO to Promote Your Website - Hi Trent, what is your definition of a link wheel and have you every had success with it? Jeff


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