The definition of branding

Small business owners often relate to the definition of marketing that I use throughout Duct Tape Marketing. Marketing is getting someone who has a need to know, like and trust you.

Most small business folks, exposed only to more academic definitions, really seem to appreciate the truthfulness of that characterization.

So, here's my definition of branding to go with it.

Branding is the art of becoming knowable, likable and trustable.

Taken in that light it’s not much of a stretch to see how the two are related, yet separate. Every small business has a brand - either accidentally or intentionally, because it’s a lot like a personality - everyone has one, like it or not. So, the question then becomes, what should you do to create a brand that enhances your marketing efforts and rings true for you?

With this definition in mind marketing then becomes the act of taking the elements of that personality and exposing them to the ideal customer at the ideal time in the ideal setting. Elements like a company name, logo, images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency and vision.

If marketing is doing then branding is being. Often the two are so integrated strategically and tactically that it’s hard to say one comes before or is more important than the other.

A small business that understands branding and marketing and the relationship between the two will find that attracting and retaining customers is not really that hard. The struggle in marketing often times comes from the belief that branding is just for products or big companies. This leads to the disconnect between who your company is being and what your company is doing.