Marketing Is Brand Building

Author Laura Ries, writing in her book “The 22 Immutabe Laws of Branding,” said marketing is brand building. “Marketing is not selling,” she says. “Marketing is building a brand in the mind of a prospect.” If you can build a powerful brand, you will have built a powerful marketing program because branding pre-sells the product or the service to the user. In other words, branding is more efficient way to sell things.

Marketers call a brand, ” a promise made to it’s customers.” Promises that are delivered yield loyal customers and boosts profits. Getting customer loyalty is always the goal. Pamela Batalis from Brand Keys notes : “For the foreseeable future, leveraging customer loyalty will be the primary means by which the most competitive companies will break away from the pack.” Brand building may just be the tool to help marketers, non-marketers who are business owners and entrepreneurs reach their business goal.