You’re not selling features and benefits. These days it’s critical to dive deep into meaning and belonging. Alter the thinking of tangibles to the intangibles people desire.
Often people think of attracting customers by finding a large group of possible targets, make shiny things to attract them followed by sending a bursts of messages. This is a fools errand. You need to start by designing a world they will wish to inhabit. You need to cultivate meaning in order to captivate an audience—Branding.
Branding is a gut feeling
Everything people buy adds to their identity. As such, customers make decisions based on emotion or gut feelings. They see themselves and who they want to be in the brand.
The difference between branding & marketing
Branding is why
Marketing is how
Branding is long-term
Marketing is short-term
Branding is macro
Marketing is micro
Branding is strategic
Marketing is tactical
Branding is a pull tactic
Marketing is a push tactic
Branding drives enduring reputation
Marketing drives periodic sales
Branding is the reason someone buys
Marketing is the reason someone thought to buy
Branding builds loyalty
Marketing generates response
Branding creates value
Marketing extracts value
Branding is the being
Marketing is the doing