Headwaters: Understand Brand, Design & Marketing

"Oh, you do . . . brand? Sooooo, that's, like, something with marketing?"

This is one of the most common responses when "brand" is introduced.

What's become clear in my discussions about brand, marketing and design over the years is – nothing. "Clarity," even in a topic that is ABOUT clarity, falls woefully short. Definitions are scattered across the board, even within the industry, let-alone in the markets in which these disciplines are intended to serve.

I've developed this metaphor and infographic which has been the best descriptions of the breakdown of 4 distinct areas within the "Marketing Value Chain." It's helped countless people - clients and peers alike - understand what they're shopping for, and what we're providing.

"Brand" is the headwaters.

This is your core identity. Clarifying your uniqueness, your position in the market, creating your message. This is your beating heart, the soul of your organization. This is where you are Seen. Everything starts here.

"Brand Design" flows from that.

What typically gets mislabeled as "brand" – the "logo/fonts/color palette" package – lives here. That, plus all the other "visual language" – print, website, video, presentations, and any other media that tell your story, are defined by your identity.

"Marketing" is your brand story activated.

This is the river – where your brand is delivered to the right audience in the right way at the right time. This process is strategic, data-driven, analytical, and optimization-focused.

This could take countless forms - print advertising, digital marketing (organic or paid), SEO, content marketing, TV, radio, word-of-mouth, and more. The "right" marketing strategy should be customized to your individual goals, resources, and unique business case.

"Brand Atmosphere" is where Brand drives and defines your culture.

It's when all elements of your identity flow back inside your organization, weaving a thread into all aspects of how you communicate, make decisions, lead, hire, and on-board, interact, and respond.

Studies show that a strong brand-driven culture is one of the most solid and strategic investments a company can make. Focusing on a winning culture of advocates, all "rowing together in the same direction," can even outpace the impact of outward-facing marketing.

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Focusing your efforts on the right part of this value chain can dramatically improve results. While it may feel obvious to start adjusting your website or tweaking your digital marketing, working on "downstream" activities like these without pausing the focus on identity or internal culture could continue to bleed money and waste results.

Zoom out. See the Big Picture.

Where are your biggest hurdles? Where is the best place to jump in to create the biggest impact?

If you're not sure or would like help, schedule a free Fit Call and let's explore together.