A new pastry shop is selling your favorite glazed donuts. The taste resembles your go-to famous donuts shop, but the price is discounted due to ongoing promotions. The piece is more significant and presented better. What will be the wiser choice? Which bake shop will you buy from to bring to a birthday party? Well, it depends. If you are loyal to your go-to donuts shop, you’ll probably choose it over the newly opened pastry shop despite the better deal and presentation. This showcases how brand loyalty defeats marketing promotion.
Marketing is the promotion of a certain product or service. It is about bridging the gap between customers and their demands. So how can brand loyalty possibly defeat a marketing promotion if it caters to consumer demands?
Firstly, we need to understand brand loyalty and how it happens. Brand loyalty is shown through the repeated purchasing behavior of the customer. It can be caused by familiarity, quality, connection, and reputation of the business.
When a business operates, it asks the questions of how, what, when, where, and why. Marketing outlines the specific activities of how, where, and when a brand will promote its products and services to its audience. Marketing creates awareness and gets people to avail what the business offers. Branding, on the other hand, answers the what and why of the business. It becomes the personality and voice of the brand. Branding is about managing the symbol and meaning of the brand. It is an image and perception engraved in the minds of its customers. The goal of branding is to create a long-term relationship with its customers and build loyalty. Put it; marketing attracts customers while branding retains them.
Branding defines the value of the brand, while marketing monetizes it. Branding leads the direction of marketing strategies. It is a blueprint for planning and implementing marketing tactics to reach existing and potential customers. When a customer connects with the brand, the business can find better ways to sell its products depending on the behavior and needs of the consumer.
Branding, however, can also change its own direction. That happens; the marketing side of the business will be responsible for grooming the image of the brand once again by finding ways to sell it to the target audience. Both marketing and branding are codependent on each other. But ultimately, it is branding that defines the identity and value of the business. Marketing actively passes that value to the right audience.
In addition, branding can also be used as a defense against price changes and competition. The price of your products or services will not matter as long as you have a strong brand image that the consumers can relate to. After all, branding becomes not just a representation of the brand but also a depiction of the customer. Hence, creating a set of profitable, loyal customers. With unique and well-managed branding, the marketing side of the business does not only have a database to rely on to generate sales, but it also gives room for experimental promotions when approaching customers. It’s undeniable that branding is vital to the development of every marketing plan. The key points mentioned can be achieved and simplified through “the triangle of success theory” created by Heba Zituni, the founder of Cling® | Strategy-led design agency.
The triangle of success represents the flow of your efforts towards effective branding. The harmonical flow of each triangle leg starts from the brand strategy–the one that shapes the value, purpose, and vision of your business.
The marketing strategy is the result of having a clear branding strategy, and it puts the branding strategy into action. Finally, to effectively pass the right message to your customers and/or audience, you’ll need a content strategy.
To conclude, branding strategy is you, your vision, and your goals; a marketing strategy is how you communicate with your customers; and finally, content strategy is the quality of your communication. Applying the “triangle of success theory” will help you save time, act systematically towards your goals, and focus on the logical flow of your plans when you are building your brand for years to come.