Branding is Not the Villain
Marketing is not the hero.
There’s a common misconception among some business coaches, small business owners, and even design professionals: They think a brand is a logo, and that’s all there is.
They think branding means putting a logo on a bottle and giving it to their customers.
Some business authors argue that marketing must come before branding to create revenue that fuels the business. When they make that argument, leadership and teams get confused. It contributes to the sales and marketing silos that isolate and divide groups.
That’s an odd argument because the company name, visual identity, design choices, messaging, tone of voice, and market presence — how it shows up in the marketplace and serves consumers — are all branding elements.
Branding is not the villain.
To oversimplify, marketing is a push, and branding is the pull. Branding is visual, verbal, and experiential.
Marketing is downstream from branding. Everything is connected.
You shouldn’t implement marketing without the core foundation of strategy. If you do, you’re wasting money on both branding and marketing.
Consumers drive the category. Your customer owns the brand. The small business owns the branding. Customers care more about what they believe to be accurate and true about your small business brand than what you try to convince them to believe.
Branding must be embedded and integrated into every aspect of your business from the start.
To operationalize your business, you must optimize your brand and design your category, branding, marketing, and website for your customers.
Not for you.
Do you have a hard time explaining what your company does or why your brand matters to people?
If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.
Get a Free Comprehensive Marketing Assessment
Stop hoping your marketing will sort itself out.
- Complete this free assessment in 15 minutes.
- Review your custom report (and schedule a 30-minute review) to diagnose what’s happening.
- Create an action plan to get your marketing back on track.
Do you feel powerless because you’re competing against deep-pocketed competitors? Call today to design a strategy to capture demand, create new customers, and grow your business.
Aespire Branding
North Ridgeville, OH 44039
Phone: (440) 322-5142
Contact Aespire
Aespire is a Woman-Owned Small Business Enterprise (WBE)
Many essential services companies struggle to explain how their expertise helps customers solve problems and achieve their goals. Aespire guides leaders with brand strategy, design, and marketing so they can start, grow, and sustain high-performing teams and profitable businesses.
We're committed to helping people flourish, businesses thrive, and communities prosper.
