Before we jump into the why's, let's understand what is branding, what is marketing, and what happens if there's no harmony between them.
Branding is about how you make your customer feel about a service or product. Branding is what you execute, when you've laid out your brand strategy; branding is what reaches your customers beyond rationale.
Marketing, on the other hand, is about how you make your customer react towards what they feel about a service or product. Marketing is about how you deliver what you have promised as a brand, to the right people, at the right place and time.
What happens when there is no harmony between these two?
Chaos, confusion, and ineffectiveness in your communication. The implications? Sales. And coming up with new products will not help your sales; it will spread your brand awareness thinner, and it's just going to get harder to fix from there.
1. It creates a seamless experience in purchasing.
When your brand speaks to the heart of your customer, your marketing strategy should speak to their mind. And when those two are connected, decision making and triggering sales should come naturally.
2. Converting customers to community.
When you reach customers beyond rationale, it's easier for them to buy your next product. Higher revenue, less cost means more profitability for your business.
3. Seamless experience and consistency is key for brand awareness.
Having your branding team know how to greet your customer in email, in person, and in a call, for example, is a harmony between brand strategy and marketing plan. Having those two get along means your measurement of success will be more accurate, and easier to identify future mistakes.
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