Throughout my marketing career I’ve often encountered misconceptions around what marketing truly entails. It's not uncommon to hear that marketing is simply the team responsible for logos and colours, or that branding and rebranding are one and the same. These misconceptions have led to my teams being nicknamed the "Crayon Factory," the "Colouring-In Team," and other unflattering monikers. However, for a business to thrive, it’s crucial for its leaders to understand the full scope of what a marketing team can achieve. Marketing is far more than just visual elements or social media; it’s a varied set of disciplines that when used effectively helps drives a company’s success.
The Varied Nature of Marketing
Marketing encompasses various functions, including:
There is a diverse range of skill sets required and it can be a huge mistake to hire a single Marketing Manager to handle all these areas; much like expecting one person to build an entire house from plumbing to roofing.
What is a Brand?
A common question I encounter is around the definition of a brand. Many businesses mistakenly equate their logo to their brand, expecting a shiny new logo design to improve sales. Some will then assume the marketing team has under-delivered when results aren’t what was expected! In reality, a brand is much more comprehensive: Simply put, your brand needs “Soul” — it should be tangible, believable and consistently deliverable throughout your business, across the 3 core brand factors:
Building a Powerful Brand: What does it feel like to engage with your company?
The Feel Factor
The Culture
The Reputation: Actions speak louder than ads
The customer and colleague Experience drives your business Reputation And as Jeff Bezos says
"Your brand is what people say about you when you're not in the room."
I'm very much in agreement with the above statement and have seen examples of this so many times, which sadly is often contrary to how the business leaders think their business is viewed!
Conclusion
Remember, a brand isn’t what you claim; it’s what others experience. Think of your brand as the operating system running through your business, shaping every decision from product development to customer service. A clear brand strategy creates consistency, alignment, and trust with your customers and colleagues, enabling them to connect with your business on a deeper level.
If the "Soul" of your business needs a boost, White Puffin can help you rethink your brand strategy and transform your approach. Get in touch if you want to know more.