In today’s fast-paced world, where viewers can be bombarded at any moment with marketing messages from all sides, companies need to create branding messages that tie directly to their product, but that means they have to know the difference between the two and understand how to create the right kinds of messages to support their goals.
Today on the mRELEVANCE Marketing Minute segment of Atlanta Real Estate Forum Radio, Marketing RELEVANCE Managing Partners Carol Morgan and Mitch Levinson join Todd Schnick to discuss the ins-and-outs, and the relationship between brand and branding.
Levinson first defines brand as “who you are, what people think of and feel when they think of your company.” For giant corporations, like Nike or Coca-Cola, the recognition and response is immediate. Branding, on the other side, is, according to Levinson, “how a company delivers that emotion to the customer.” Every piece of marketing material, from websites and brochures to promotional stress balls, needs to support the message and evoke the emotions determined by each company.
Levinson and Morgan address how mRELEVANCE builds branding for a client, and it begins with understanding what they want to convey. From there, the team moves on to develop a color scheme that creates the intended emotions. Levinson explains that a suite of three colors, primary, coordinating and contrasting, help to signal a response in consumers.
Once the brand identity is determined, and the branding established, it is time to track the results. In looking at analytics, the team wants to see which of their messages created an action so they can use their marketing budget more wisely.
Building a brand and establishing branding can be complicated and require time. To learn more about this aspect of marketing, listen to today’s episode or read the latest information from mRELEVANCE on the subject by clicking here, and when you are ready to create branding for your brand, contact mRELEVANCE.