Branding Strategy VS Marketing Strategy
In DBC Design Studio we believe it is important to be aware of terminologies some clients and designers may have the habit of swapping when talking about their services. Strategies are obviously something any brand needs, but how they come about, how long they last and their objectives differ depending on the clients’ needs, and that’s exactly why it is important for everyone involved in the project to understand exactly which kind of strategy they want to implement: a branding strategy or a marketing strategy.
How do the branding and marketing strategies differ, and why it is import to know before offering or accepting these services?
In simple terms: branding is the architect of a brand while marketing is the engineer of said brand. Having just one of them may be useful for a while, but if a brand truly wants to maintain and grow its image, recognition and reachability, it should implement strategies pertaining to both areas.
Branding is focused on the creation of the brand, its identity, and perception as outlined in a document called the brandbook. It doesn’t mean branding is only done at the conception of a brand; rebranding and branding revisions are something all business will have to do eventually to ensure consistency in colors, typographies, logo applications and messaging across all its communication mediums. Some will do them every couple of months, some with some years apart, it depends on how the brand behaves now and how it wants to be in the future. It is the voice of the brand, the heart of the story-telling and emotional connection with its audience. These branding strategies will focus on creating and following rules, long-term goals and the overall structure of what the brand is.
On the other hand, marketing has a much more laisser-faire approach. Marketing strategies take the results of the branding and look at the immediate needs of the brand, experiment with communication, analyze the data of the audience’s responses, create campaigns and grow the brand though them. It has short-term goals usually based on specific events, milestones or other steps planned to achieve the long-term goals the branding strategies proposed. The strategies will abide by the rules presented by the brand while bending them a little to produce interesting, relevant and attractive communication.
These differences are crucial when a client and a designer want to collaborate on a project, as branding and marketing strategies are so broad that not many designers will be proficient with all the skills required for the strategy the brand wants to implement. Both parties need to figure out exactly what are goals for the project ahead, and if the you are qualified to offer the services the brand is in need for.
Don’t freak-out though, you don’t have to feel pressured to be a design handyman. Just focus on the skills you want to develop and design what you love!
