I have seen many companies and business owners, whether SME
or large companies, do not really understand the key differences and relations between
marketing and branding. It is misunderstood in many companies, what is even
worse is that even in their own marketing departments.
I have been actively involved in the marketing and branding
field regionally, and had worked as Head of Marketing for several large
corporations such as AKEMI, Senheng, SenQ etc., and have crafted countless international
marketing plans and best-selling brands throughout Southeast Asian markets.
Indeed, both marketing and branding are my passion. So let me shed some light
here, explain why knowing the two are extreme important, what is more, to give
you ideas to navigate your way to improve your business in terms of marketing
and branding.
Marketing is a Process Satisfying Customers Profitably
In my opinion, marketing is a planning and implementation
process responsible for defining and satisfying customer needs and wants profitably,
efficiently. Marketing serves as an integral part of your brand, communicating
the message and promise that your customers expect based on appropriate brand
positioning, characteristic, personality and tone.
Branding Delivers Promise
Branding is something about delivering promise. For
instance, your brand promises to customers with top graded quality of product
and service, your brand must deliver the promise every time, without fail. The idea
that branding is a fancy logo with good name and colour combination is just
superficial, they are just small fraction of what a brand actually should
represent. The key to unleashing the power of your brand is involving all your
stakeholders and employees.
In sum, marketing is what you plan and
implement, conveying your messages of promise to target customers, and your
brand then fulfills the promise, therefore, building an extraordinary competitive
advantage ultimately.
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About GE Consult
Founded
since 2003, GE Consult has helped numerous local SMEs/SMIs in
developing their company profiles, business plans, business proposals
etc. assisted clients in securing business deals and contracts. If you
are looking for a winning company profile or any professional services,
please do not hesitate to contact us at (+6017) 330 8077 and/or email rachel@geconsult.org for further service explanation.
