BRAND STRATEGY vs. MARKETING STRATEGY
We often get asked; what is the difference between a brand and a marketing strategy? Do I need both?
Spoiler alert! Yes, and they work together. Like Sonny and Cher, Beth and Rip, and Lucy and Desi. You can’t have one without the other. Otherwise, the magic isn’t the same.
If you’re new to business or looking to refresh your brand, both strategies are needed. But let’s break them down so you can better understand how these two love birds work together.
The Basics
Brand Strategy is the heart of what makes up your business. It covers the business’s personality, core values, mission, target audience, long-term goals, and communication style. It allows your audience and potential clients to understand who you are and, most importantly, WHY they should do business with you vs. going to someone else for their needs.
Not only that, your brand strategy can help your business grow by allowing your team to get a more profound sense of what your business stands for and giving them tools to communicate effectively where they work within their circle. Remember your first job packet? That’s branding.
Marketing Strategy is HOW your audience consumes your brand strategy.
Simply put, it is the promotion of a business or service broken down into tactics like what social media platforms to use, PR efforts, what emails to send, and how you plan to convert your audience into your community.
A Brand Strategy is a Long-term Relationship
A Marketing Strategy is a Short-term Fling
So, in summary, get your brand strategy right, and your marketing strategy will be crystal clear. You’ll know who you’re talking to, how you want to communicate, and where and how to do it.
The first step in Brand Strategy is deciding who your target audience is, aka your raving fans. The ones that refer your business, talk behind your back (in a good way), and give you all the love on social media. Then, if you want to dive in, we have an Ideal Client Discovery worksheet with your name! This will help you get a more profound sense of the psychological aspects of your soon-to-be fans!