Marketing is Branding is Marketing

What is a Brand

A partial list of the definition of a brand from Yahoo Definition includes the following:

1. A trademark or distinctive name identifying a product, service, or organization.
2. A product or service so identified.
3. An association of positive qualities with a widely recognized name, as of a product line or celebrity.
4. A distinctive category; a particular kind.

These definitions while maybe not completely known by the average person, they experience them and participate in the development and perpetuation of brands on a daily basis. This is a relatively simple process and more times than not we do it without even thinking about it. Whether it is the type of gasoline we buy when we fill our vehicles, the kind of beverage we drink or the place where we have lunch. Each of these is helping to define, promote and continue these brands.

Marketing is Branding

Many people assume that marketing is all about the process of selling something to someone else. While this is technically a part of marketing that part will be for another post. For the purposes of this article the definition of marketing is defined as "The strategic functions involved in identifying and appealing to particular groups of consumers." The important part of that definition is "strategic". This has to be the most important because this is what makes major brands stand out from all the rest. It is not simply because they may have thousands of outlets to sell their products (although that does help), it is also about the strategy of presenting their product in a way that makes people want to buy it from them. However, the strategic marketing plan must be a living document that is always being looked at and modified as the changes and tastes of the general public change. A perfect example of how bad things can happen when the marketing for the brand does not stay up-to-date is the situation today of some fast food chains and the consumer retail industry. Some of the major players in these industries may not survive this decade.

Branding is Marketing

In the same way that marketing is the strategic process of identifying and appealing to a certain group of consumers to buy the product or service, branding is marketing because without a thorough understanding of what the product and the company stands for in their brand the strategic plan for marketing has no chance of success. An example of this type of brand being an integral part of the strategic marketing plan would be Walmart. If you read the history of this company you will find that the company started as a "mom and pop" grocery store and has grown into the world's largest retailer based on the philosophy and character of the founder. It was this brand the they strategically developed to become the company that they are today. This is probably true for many companies including the start-up companies in the telecommunications and internet industries. It takes a certain mentality and drive and sticktuitiveness (yes, that is a very old fashioned word but still applies today) to be successful.

Hidden Industries

For all of the advertising and marketing performed by the most prominent and well known brand for companies, there is another almost completely hidden marketing that is taking place sometimes what appears to be invisible industries. These industries can include the local convenience store that is privately owned and unaffiliated with any major brand. These market to a local clientele that often want that hometown feeling and being known by sight if not by name. Another industry is the building architecture industry. This is a hidden industry because with very few exceptions the average person could probably only name one or two architects. These would probably include Frank Lloyd Wright or Frank Gehry or maybe I.M. Pei or maybe someone that they have worked with. Although it is somewhat of a hidden industry, they are more well known by the people that use architects on a regular basis. This in many instances of other hidden industries or parts of well known industries.In many instances the building architect will be a specialist within a certain industry and are members of associations for leaders in those industries.

Marketing for Hidden Industries

One thing has to be made clear at this juncture, although the industry itself may not be as well known as others that does not mean that the marketing required is any less important or vital to the health of the firm. In some sense it is even more important because there are far less avenues or potential clients in which to market to. As a matter of fact it may be even more important because although many projects are with repeat clients or by word-of-mouth referrals from those clients, there is still a need to be very proactive in marketing the firm to ensure that the firm's names is on the lips of the powers that be in an organization when they are considering the need for capital improvements. The other aspect of marketing for the building architecture and other hidden industries is diversification. In the same way that the real estate industry says its all about "location... location... location", the building architect has to be "diversifying... diversifying... diversifying". A primary reason for this philosophy and strategic plan is to provide for the ability weather rough marketing atmospheres or downturns in the economy. It may not be a well known fact except in that industry, that building architecture is often the first to feel the effects of a downturn and one of the last to come out of it. So the development of a strategic marketing plan that provides for this diversification is critical.

Epilogue

There is always a need for marketing in whatever industry is in the marketplace whether well known and visible or in the hidden industry. As you go about your daily business start to take notice of the brands you use and known that your continued loyalty to the product and brand makes them possible. Remember also that the brand the marketing just as the marketing is the brand. This is true for those in the hidden industries as well. If you happen to need a building architect in the future, make sure you check the hidden marketing of this industry through thorough research and tap into the hidden marketing world of the industry.

Image Credits

Definition of Brand

Major Brands

About the author

The author is an average person who has experienced wide variety of life experiences. He has not written any books of any repute. The majority of his writing has been done as articles here on LinkedIn, some of which have been featured in the Pulse section and others that have not. The goal with his articles is to pass along his common sense knowledge to others in similar circumstances or as a means of providing an online mentorship to those in need.

Thank you for those who read and follow his writings!