Marketing 101 - Branding versus Direct Marketing


What is Branding?

Branding, by definition, in marketing is when a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services. Branding is important because not only is it what makes a memorable impression on consumers, but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.

Marketing your brand.

When you start out in business one of the first jobs you must do is let people know about your brand. Brand marketing is the well-strategised action of promoting the brand, letting people know what who you are and what you are about. Great branding will help the company build trust with consumers, potential clients and customers. People are more likely to do business with a company they recognise and trust.

Many small business owners disregard the power of building a brand because they expect instant results if they pay for any type of advertising. The smart business owner understands the power of persistent and consistent promotion of their brand, building recognition and the trust with people who may not only buy from you but are highly likely recommend you to other people they know.

The action of Branding and Brand Advertising generally helps a business understand the profile of their ideal customer.

Not neccessarily measurable

Branding is difficult to measure, however most major brands we buy today spend a large amount of their marketing budget on this activity - should you?

What is Direct Marketing?

Direct marketing is the method of presenting information about your company, product, or service to your target customer without the use of an advertising middleman. It is a targeted form of marketing that presents information of potential interest to a consumer that has been determined to be a likely buyer.

Example: Subscribers of Surfing magazines might be presented with Facebook ads for new surfboard wax, based on their age, they are likely to need. Or members of the Waikanae Football Club sent an email with an offer for a 20% discount from the local Football Boot supplier.

Common forms of direct marketing include:

  • Brochures

  • Catalogues

  • Fliers (Example: The local lawn mower service dropping fliers in homes with unruly lawns)

  • Newsletters

  • Fridge Magnets

  • Post cards

  • Coupons

  • Emails

  • Targeted online display ads

  • Phone calls

  • Text messages

  • Facebook messages (A favourite of mine)

Direrct Marketing Goals

Direct marketing’s sole goal is to persuade the recipient to act. While getting a sale is the goal, some customers will not be ready to buy on-the-spot. But they might:

• Visit a website

• Call for more information

• Return a postcard requesting a quote

• Enter their name and email address

• Make a purchase

Unlike mass advertising, which is presented to everyone, direct marketing is presented to the people who are most likely to have an interest or need in your product or service.

You can make the message personal, making the recipient feel it is meant just for them

It is more cost-effective to market to buyers who have been identified as likely to buy

For that reason, it also has a higher return on investment, since the likelihood of making a sale to a targeted customer list is higher to begin with.

It is measurable.

Direct marketing uses several built-in ways to track the success of each campaign, allowing you to improve with each mail or email cycle.

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I hope you found this helpful.

Tony C

Personal Coach / Digital Marketing Specialist

Tony Cutting

Hi, I am Tony Cutting of Tony Cutting Digital.

I love writing, taking photos and promoting People and Kiwi businesses.

I coach business people on how to grow their business. I am a strong advocate of networking, collaboration, collective marketing, digital marketing and learning how to write and take great images.

With these skills you can take hobbies you love and build a business that will succeed.