Branding and marketing appear inextricable. At least that's what thousands of handshakes and responses to "I build rebellious brands," has let me know. So let's set the record straight.
Branding expert Marty Neumeier phrases it, "marketing is any effort to get customers, branding is any effort to keep them." Or, branding is the emotional glue that makes someone prefer your business after you've shown that you can meet their needs.
It's kinda like this, any guy can draw the attention of a woman by showing that he is, in fact, a man (assuming she's looking for one). However, it's not the size of his muscles, the amount of money in his wallet, or the car he drives that creates a lasting impression. It's his character and the fact that his character doesn't waver. He markets his features, but wins the heart by triggering emotions. Without them, he's a commodity.
Here is when marketing and branding enter into conflict:
When marketing efforts get pushy/spammy without emotionally priming the customer.
Good marketing doesn't feel like marketing. An example of this is when you get an email from a company you love and happily open it. Without a doubt, the opposite happens too. you know, those emails you get that let you know this company is looking to get into your wallet. At that point, it's clear that the brand has been tarnished. Good luck getting your reputation back.
When the brand is not placed in front of the right people.
It's no surprise that the creative side has trouble putting things out there. The most well-thought-out and cohesive brand is worth nothing if no one sees it. Good marketing puts the brand out in the open to the right people, at the right time, and with the right message. Remember, good marketing doesn't feel like marketing.
You need both and they need to work together.
Be sure to read pillar one before diving into this article:
Being honest opens the door to a hidden superpower: confidence. Because of their honest nature, rebels exude confidence. Why is that? When you consistently tell the truth, you get really good at it. Unlike their deceptive counterparts who constantly have to watch their words to make sure the lies add up, an honest person can speak the truth with the same effortlessness as drawing a breath.
Furthermore, because of their willingness to accept the truth that things are imperfect, rebels can be themselves without feeling the need to impress other people. It's confidence that allows a rebel to say, "I don't have a Ferrari, I don't have 50k followers on Instagram, and I'm not a millionaire, but it doesn't matter to me. I'm still going to get out there and make a difference."
As the old adage goes: confidence is not having everyone like you, it's the ability to be yourself whether people like you or not.
Rebels are honest.
Rebels are confident.
"What do you mean?" is the most common response when I tell people I work with rebels.
I proceed to tell my core belief that being different is more important than being better. But there's more to it than that. What drives this core belief home is that I live it. Perhaps not in gigantic ways, but here are a couple examples:
I refuse to be on Facebook and Instagram.
I don't drink or partake in other substances.
I rarely take calls or meetings in the morning.
I plan on staying a small company for the foreseeable future.
These are stories about who I am as a person that seep into my business as well. Stories like these are strong because they are genuine, I don't have to put on a face to live out the truth I proclaim.
When you build your brand, tell your story. Open up your ugly, the things people will think you are weird for. I guarantee there are people who will not like it, but the flip side is that there will others who appreciate it.
Tell YOUR story. Not the one you think people want to hear.