Are you confused about these 2 important elements of business? You are not alone.
Nowaday, 94% of business owners, entrepreneurs & business tycoons do not know the difference
between Branding & Marketing.
So, they are not maximizing the corporate profits that they could have generated.
They are losing 37% to 370% sales that belong to them daily. If you want to stop losing all these sales/profits, keep on reading.
So, what is Branding?
Branding is Differentiation. It is what you do to differentiate your brand. It is what you do to
differentiate your company from other companies.
Example:
i. Apple brand itself as “COOL”. Apple differentiates itself from competitors by creating COOL
products.
ii. FedEx brand itself as “Overnight delivery”. FedEx differentiates itself from all other postage
service companies by being the first company that dedicates to overnight delivery.
Then, what is Marketing?
Marketing is strategies or tactics to communicate your differentiating idea (your brand) to
your target clients.
Without marketing, your differentiation or your brand is only known to you or few people around
you.
Example:
i. The founder of Apple can brand itself as “COOL”. Without marketing this idea to his target clients,
Apple’s cool products could have been only known to Steve Job.
There is a lot of well-known marketing tactics, such as Advertising, Public Relations, Direct
Marketing, Referral Marketing & Online Marketing.
To summarize, Branding is Differentiation.
It is USP (Unique Selling Proposition) for your business.
Once you identify your brand USP, then you implement marketing strategies to communicate your Brand to your target
To refresh your mind, Branding is Differentiation.
It is what you do to differentiate your brand.
It is what you do to differentiate your company from other companies.
Right now, I am going to guide you through 4 out of 10 strategies that you can use to differentiate
your company from other companies.
1. Sales Leadership
When your company sales are Top in market, you must leverage on this fact & clearly communicate
this to your target market.
Whenever you think of painkiller, which brand flashes across your mind?
You are right! It is Panadol.
It might not be the best product but they are top in term of worldwide sales.
Another example, DBS: Singapore Number 1 bank.
If your company can’t top the sales in a big market, you can identify a smaller category in which
your company is TOP.
Example 1: Instead of Singapore Top Book Store, it can be Singapore Top Online Ebook Store.
Example 2: Instead of Singapore Highest Return Mutual Fund, it can be Singapore Highest Return
Mutual Fund in September 2007. (a smaller category with Time as a criteria)
2. Performance Leadership
This is also a powerful strategy. Your company leads other companies in term of Performance.
A good example is FedEx. They achieve Overnight Delivery around the World.
3. Technology Leadership
Your company leads your competitors in term of Technology.
Example: Apple’s Iphone - complete touch screen mobile phone.
4. The Way Your Product is Made
In Indiana, United State, there is a delicious & successful pizza chain called Papa John’s Pizza.
If you are a pizza lover, you might know them.
How they differentiate themselves from other pizza chains?
It is about How Their Pizza Is Made.
Their pizza ingredients are made from fresh (never frozen) water-purified traditional dough, to
vine-ripened fresh-packed tomato sauce (which goes from the vine to the can in an average of six
hours) to cheese made with 100% mozzarella.
Are these 4 strategies applicable to your company?
Or you should ask, “How can I make one of these 4 strategies applicable to my company?”
