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If you have a right brand for your business, it will bring an immense impact for your success. Identify the definition of these terms and figuring out how they apply to your brand can distinguish between frustration and success. The differences aren't slight, and knowing the way these model run will considerbaly affect to the way you do business and the way you treat your consumers.
Good marketing includes care and concern for your customer. Not in a superficial way, because you know that without customers you have no business, but in a deeper way that can't be faked. There is no trickery, you simply find out what your customer likes and wants and needs and then find a way to fill it.
Marketing puts the customer first. The product or service is developed the way the customer likes it. The business spends time and money doing research before even going to market. They find out the needs of the customer through surveys and feedback. They develop products with their customers in mind and thoroughly test them. There is thought and care in the packaging, the advertising and all the others aspects of presentation. Whether intentionally or not, this care comes through to the customer and is an integral part of the success of the business.
Branding is a significant part of that care, as the business works to make their product and the service that goes with it, the best that it can be for their customer. There is no shortage of care and concern shown to the customer and it doesn't stop with the sale. The process is ongoing, and the customer is an integral part of all of the decisions made about the product. It is a tweaking process as changes are made through out the product's life. It even goes into preparation as new products are brought to market based on the successes and failures of the previous product. It is a viewpoint that is customer-based, rather than a business, ego-based situation. Selling is of little significance or value, as the customer feels this care and concern through good branding and through every step of the sales process.
Selling, on the other hand, comes directly from the business. It is a decision based on numbers, on what should work, rather than on what the customer actually wants. The business comes up with the idea, and they know what's best for the customer, even if it isn't. The business has decided that the customer will buy their product, based on the selling persuasiveness of ads and the salesman. There is little thought to what the customer wants. When the product fails, the fault lies with the customer or the ad campaign or poor salesmanship. The business never thinks that it might be based on their attitude. Their branding seeps through the sales experience, because it is a business-based, rather than customer-based model.
Branding a business based on marketing rather than selling means that in every area the customer always comes first. This isn't just lip service, but the true philosophy of the business and is an integral part of the business plan. The care and thought based on this marketing approach comes through in every aspect of the company. It is not only what the customer sees, but what the customer gets.
In comparing the two, what is the better business model? Is it the one based on customer care, thought and perception, or one based on the ego of the company. It should be obvious, but many businesses don't get it.
When branding follows the perfect marketing model, selling becomes almost unnecessary. The customer wants to buy from that company because they know, like and trust them. They are pre-sold before they even go to buy. Their impressions hold true through out the life of the purchase and they are not only eager to return and buy more, but willing sell the company to their friends and contacts both on and offline. When choosing between selling and marketing, the marketing model makes far more sense and should be the basis of any company's branding. Why then do businesses engage in selling, when marketing is so much easier and successful?