May 16, 2018

A Brand Is What You Are, Marketing Is What You Do

by Lorrie Lee in Brand in the Box, Stand Out

It’s not easy to stand out in today’s crowded market place. Do you often wonder why your business has the best product on the market but no one knows about it? Do you feel like you are missing out on opportunities? Has the competitive landscape made it harder to stand out and get noticed? Do you want to target your ideal leads and understand their behaviors and motivations to purchase? Do you want to know what makes your brand truly distinct so you stand out among your competitors? Have you been looking for new ways to grow your business by growing your brand?

If you answered yes to any of these questions, Brand in a Box is for you.

BRANDINTHEBOX is a subscription brand kit designed by TwinEngine to grow your brand and business by empowering your team through actionable tools and guides. You may have a solid business strategy and plan, an excellent product or service, talented and dedicated employees and a rockstar sales and marketing team — you may be doing all these things right, but if you don’t stand out, you lose. Brand in the Box offers a clear and structured approach to mastering how to stand out, be remembered, and become a trusted and preferred choice of customers and prospects. BRANDINTHEBOX does this by focusing on the eight fundamental areas of a brand: purpose, reputation, visuality, authenticity, ideal leads, distinction, strategy and mindset.

A brand used to be considered a logo, a slogan, a particular design or color combination, an advertisement or even a brochure. But today, these visual elements are only an outward expression and a small part of what makes up what we recognize as a company’s expression of its brand.

In today’s business environment, a brand is a set of expectations, memories, stories, and relationships that, taken together, account for someone’s decision to choose one product or service over another. It’s an intangible asset for any company, and possibly the most valuable asset a company owns.

A BRAND IS WHAT YOU ARE

Your brand is comprised of many things that define who you are as a business. These things are mostly intangible—like your purpose for being in business, your reputation, values and beliefs and your unique advantage (the specific qualities and strengths that differentiate your product or service). Add to this mix the emotional impressions and experiences that customers have when interacting with your company and you have an idea of what defines your brand.

MARKETING IS WHAT YOU DO

The tangible, visible things, like your company name, logo, signage, design elements, website and printed materials, are part of your marketing efforts. They are what you do.

Ideally these tangible elements should be an accurate representation of what you are. If these intangible and tangible things align to create an authentic and consistent impression of what you are and what you do, then you have a much greater chance of your business standing out and growing from a good company into a great one.

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