Mindful Mommy | Special Edition | Mindful Branding vs. Marketing

Branding vs. Marketing | Dominique Papillion-Herr

One of the largest hurdles that businesses (small and large) face is successful branding.  The brand of your business will determine a lot about your profit margin, who buys from you, will they buy again, what your reviews say, and what other companies will work with you.  Your brand is the identity of your business.  Now, let's look at that from the "I am my business" perspective.  If you are a consultant or you offer yourself as a service and product (ex. you sell your knowledge, talent, and experience) your brand is the spine to your success.  Many artists are unaware that branding is essential for how they sell and show their work as well.  Personal branding is just as important as the work you create!  Your business branding needs to be stronger and more relate-able than any of the big business brands (AirTran, USAA, Wal-Mart, Toyota, etc).  Answer this, what does your brand say about you?  If you're leaned back, eyebrows furrowed, in deep preponderance, and flat out confused... You’re not alone!  Lets back up a bit and take a look at exactly what branding is.
 

Branding vs. Marketing

Simply put, marketing is telling customers about what you do; branding tells the customers about why you do it - it is your business identity.  Successful branding means that customers go from just buying something they need (pair of jeans, car, cheap plane ticket, conditioner) to raving about your company AND product to anyone that will listen.  They follow your endeavors, interact with you on social media, support you, and become loyal paying customers.  Your brand will define you in the hearts and minds of your target market (consumer).  You may pick up customers with your marketing and product but branding will determine if they come back or send their friends.  Would you buy from a company that seemed to stand for nothing and had no clear direction?

Now, marketing is the support for your brand.  It's the noise and rumble your product or service makes.  It's exposure, commercials, sales, and overall foot work to bring your brand to life and push it out to the public.  Personally, I believe that neither component can be successful without the other.  You can have an amazing brand but no one will ever know without proper marketing.  Or you can have a product/service that can revolutionize modern life and a fabulous marketing plateau but it won't get anywhere if people don't know who they're buying from and why.

Branding and marketing are both essential for success.  But make sure that the branding is true.  Many small business owners hit a brick wall because they try to brand their "means to an end."  By this I mean, they are trying to think of a way to make money, work for themselves, and then work to build their dream (what they feel like if their true purpose and talent).  It is very easy to be sidetracked by the need for money to sustain other areas of life as you develop your interests.  However, when you try to create a business then add it to your life, your brand is transparent, unmotivated, and drab.  Be sure your branding truly tells your passion!

What is Mindful Branding?

I work very hard to ensure that my clients understand the meaning of Mindful Branding.  What is Mindful Branding exactly?  Well, we've talked about what branding means.  Being mindful can be explained as becoming intentionally aware of your thoughts and actions in the present moment without judgment.

When you apply mindfulness to branding you look at how your actions, values, ethics, mission, and vision are being experienced by your target market.  How are you being received in all aspects of your current branding?  How do people feel about your social media posts?  What does your website say about you?  Does your mission statement reflect your passion for your industry?  Is the information and service you offer genuine?  Are you offering this product/service because you have a true drive to help and assist or do you just want to make money?

When you openly analyze your brand from an outsider’s perspective without judgment or bias, you are practicing Mindful Branding.  A successful brand will strive to improve the lives of customers, affiliates, team members, and supporters.  Brand your business through mindfulness; let your unique talents shine, and find success in all of your projects.  Remember your brand is a living extension of you and all that you have to offer the world!

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About Dominique Papillion-Herr

Dominique is an owner of Jane Doe, LLC, a mother of two, wife, and student.  She is an experienced Artist Manager, Event Planner, and Branding Consultant.  She pushes awareness and mindfulness to the forefront of her work.  Her community work is done with mommies and assisting people re-entering the work force.  

To contact Dominique: dominiquepap@gmail.com

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