Marketing and brand building are two terms that many consider to be synonyms. And no one is to be
blamed for it. They are often applied together while formulating marketing strategies. Brands like
Google and Amazon broke the norms by not doing any significant marketing in their early years
yet they evolved themselves into big brands.
A brand is a depiction of all that it does and the impact of the things done in the minds of consumers.
An engaging experience can be sufficient to create a buzz about the brand and hence bringing in new
users without any real marketing.
Consumers are hungry for a purpose to associate themselves with a brand. This hunger is a product
of human psychology that questions the reason behind things. Some successful marketers have taken
optimum advantage of this reasoning habit and used to improve brand rankings.
If the brand answers the sense of purpose, it can help the brand grow faster than their competition.
Insights 2020, a program of Millward Brown, have produced some interesting results through their
research. It found that in high growth organisations, all of the working is linked to a clear brand
purpose that was in contrast to low growth organisations.
If the brand experience is not engaging enough to promote the brand amongst the consumers or
customers, then there is a need to concentrate on the small stuff.
Now arises the need for making your marketing as effective as it can be. Putting in simple words, it is to
make your brand the obvious choice.
For a brand to amplify sales, it becomes obvious that it take the route of penetration. By penetrating with
a new user, and then another and then another…. In ninety percent of cases, this strategy works fine.
But then comes the question
It is simple.
You make the brand available everywhere for buying to anyone who wants to buy it. This would make the
brand an obvious choice. Obvious implies that the brand is salient; recognized, at first sight, distinguished
and appealing to the specific needs.
Brands can look at other aspects as well. These may include product, design, or purpose so that the product
justifies its price point. However, this is just advice from an anonymous internet marketing expert.
Hence, the line between building a brand and marketing is significantly based on the purpose of marketing.
If you have sorted out the purpose, then you may not worry about investing high on building marketing
There are numerous possibilities that can be explored while marketing as one needs to research more with
every day being a learning it can help in the expansion of the and to lesser known territories.
The only question left is which one you find worth?