The question that is often asked by consulting business owners in their promotional activities is the choice to prioritize branding vs marketing. These two activities are equally important because the combination can have a big impact on the business. Unfortunately, businesses cannot do both at the same time, meaning that there are activities that must take precedence during the process.
Branding and marketing are two different activities in promoting a business. The goals and impacts resulting from the two activities are also different, so businesses have to do the two jobs separately. Branding and marketing implementation must also be carried out separately to achieve the goals that have been set.
Apart from the differences in branding and marketing that will be explained, the two of them need each other. The combination of the two aspects of the business will bring in a large number of customers, as long as it is carried out with the right strategy.
DIFFERENCES IN BRANDING AND MARKETING STRATEGIES
Branding and marketing are carried out to achieve the same goal, which is to attract the target market or audience to get to know and hire our services. This goal will certainly achieve the main goal of building a business, which is to get as much profit as possible. However, there are fundamental differences in carrying out branding and marketing strategies within the consulting company.
Before getting to know the difference, it’s better for us to first understand the meaning of branding and marketing in consulting business. Branding is the process of building a consulting business image through various media. Usually, branding is identified with a company’s brand logo, but not limited to that. Precisely because it is related to image, branding uses every aspect of the business, starting from the services provided, including the messages used when carrying out marketing activities (marketing).
Branding focuses on building the image that is owned by the company with predetermined strategies. Branding must be included in the highest priority scale when building a business, especially after we build a business plan.
Unfortunately, there are still many consulting businesses that perceive branding as just creating a logo, then proceeding to the marketing stage. A unique and eye-catching logo is not enough to grab the attention of customers, you also have to create a different aspect of your consulting business. Both through the services provided, the style of language when advertising, and so on, everything must be carefully designed in this process.
A good and appropriate brand strategy will certainly establish a relationship between the business and the customer during the process. Building a strong brand will bring in lots of loyal customers who will continue to use the services you offer, in addition to new customers who are increasingly arriving.
Marketing itself is a tool or strategy for promoting the services of a consulting business to attract as many target markets as possible. In marketing activities, businesses try to convey the advantages and benefits felt by customers when using their services.
A consulting business always has competitors in the process. Competitors are people who provide the same services as our business. This is a business that needs marketing, the goal is that the company can be more prominent compared to other competitors. Marketing can also help us bring in clients through the strategy or method that is implemented.
The marketing strategy itself is centered on using available resources to promote our business. Marketing is not the same as branding because it can change and adjust to market conditions. If marketing trends change, like it or not, a business must change its strategy or way of playing so that it remains relevant in the eyes of the market.
In essence, branding and marketing are two different steps in promotional activities. The goals to be achieved from the two stages are also different, so it is ideal if the business does these two steps separately.
WHICH SHOULD BE PRIORITIZED: BRANDING VS MARKETING?
The question is, which activities should be prioritized in business, is it marketing or branding? The answer is branding because that is the foundation for carrying out almost all aspects of business activities, including marketing. This is why businesses should take the branding process more seriously and not jump right into a marketing strategy.
This does not mean that marketing is a less important activity. Precisely marketing is very important because it can promote a brand or image that has been built by a business. It’s just that businesses must include branding as their top priority because the brand or image that is conveyed is the “root” of a business.
Strong and sturdy business branding will certainly be seen when running a business. Building branding so that it can be recognized by the public, in general, is not instantaneous, instead, we must be consistent in building a clear brand image every day.
A strong brand identity includes the vision and mission of the business or company, guidelines that are implemented, and so on. After the brand identity is built, then we can focus on marketing activities. The chosen marketing strategy can also vary, both offline and online, such as digital marketing.
This is what a start-up consulting business or company that is just starting must pay attention to, namely building a strong brand identity first. It’s not easy, especially if business owners often feel the fear of missing out (FOMO) with ongoing trends. Keep in mind, brand identity must remain consistent and not depend on current marketing trends. A strong brand identity will be easier to communicate through any marketing media, including the latest media, namely social media or websites.
BRANDING AND MARKETING NEED EACH OTHER
Regardless of the differences in strategy and priorities between the two, branding and marketing need each other. No matter how strong the brand identity that has been built, the business will not achieve the sales target it wants to achieve without marketing activities. Likewise, marketing, audiences, or potential buyers feel that your business looks the same as competitors if no image stands out and becomes a differentiator compared to other businesses.
Although marketing and branding are two different components of the business, they need each other. Businesses must pay attention to these two things to achieve the expected profit. Business marketing activities will be easier because we have strong branding in business. Likewise, with branding, the image that the company wants to build can be conveyed properly through the marketing strategy that has been built.