For every company it is key to develop their brand. People tend to think that a brand is just a logo and a website. A brand is actually a very complex term as it represents who we are. It is about values, company culture, how do people perceive our message, how does it make them feel, why and how is it different to the competition. These are only a few features that form a brand.
It is important to know that before any marketing is done, building a solid brand is essential. Core brand values must be well defined. What does your brand stand for? Are your values transparency and efficiency? Or, Reliability and passion? What others?
Marketing is about values. It is a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So, we have to be really clear about what we want them to know about us.” Steve Jobs
Once this process is properly done, we can start with the segmentation, choosing then our target audience and finally deciding how and where to position our brand out there. It is right there when marketing your business begins. Campaigns, positioning, making adverts, PR and much more start happening with the aim of reaching out to your target audience creating brand awareness and interest. Branding doesn’t work without marketing it after, the same way that marketing doesn’t work if the brand isn’t properly built.