Trying to make sense of all the work needed to stay relevant in today’s digital marketplace can make you feel dizzy! 

Brand activation, Brand relevance, Brand awareness, Branding, Rebrand, Sub-brand, Brand development, Brand Tactics, Brand expression, Brand lift, Brand equity, Brand promise, Brand material, Co-branding, Brand perception, Brand attributes, and Brand family.

This blog is all about the basics, the fundamentals. Hopefully, we leave you with a good explanation that to help get you started and make your lives a little easier as business owners.

Your Brand 

How others perceive your business. Your brand is the emotional connection you make with your audience. 

It’s the identity of a company, product, or service—the total of everything it stands for.

Building your brand means providing exceptional value in one (or multiple) niche(s) that people begin to associate your name with the idea of what it means to be successful in that industry. You become a leader and an influencer.

Think about Xerox and how their company has become synonymous with all copy machines. Or Google, how many times have you said, “Just google it”?

But not every business has to take on the world. Maybe you just want to be well known in all the corners of your own community, that’s ok. 


Branding is the visual representation of your brand and the visual part of the brand marketing process. When you look at your brand’s website, printed materials, and other ways of communicating with your clients. Ask yourself these questions:

  • Do you see a consistent message and theme?
  • Do the colors, logo, and other design elements coordinate well?
  • Do they convey the right message about your company’s culture and services?

Branding (or brand imagery) has always had a place in marketing. It’s undeniable that it now plays a much more important role because of social media if it is created and used properly. Think about the number of images we see every day 

  • Facebook feeds
  • Twitter timelines 
  • Websites we visit 
  • Games and apps we use on our phones 
  • Billboards 
  • Print advertising 

The Belford Group can help you find just the right look and message to send to your customers or clients to keep them loyal to your brand or attract new customers or clients looking for just what you have to offer. Branding Services Include:

  • Logo Design
  • Corporate Identity Development
  • Corporate Identity Guidelines
  • Naming of Business
  • Packaging Design
  • Signage Design
  • Stationery Design
  • Tagline Development
Brand Marketing 

The set of actions you take to build your brand. You go through a process to influence how others perceive your brand. 

Brand marketing is using a set of tools to create awareness of a specific brand and the benefits the target audience will derive from it. It is the tactical strategy used to communicate the what behind the brand. Some of these marketing tools include:

  • TV
  • Radio
  • Print media (e.g., catalogs, magazines, newspapers, etc.)
  • Social media marketing
  • Influencer marketing
  • Vehicle wrapping
  • Billboards
  • In-store sampling
  • Content marketing
  • SEO

Brand marketing establishes and grows the relationship between your brand and your consumers. Rather than highlighting an individual product or service, brand marketing promotes the entirety of the brand, using the products and services as proof points supporting the brand’s promise.

Now that you know the basics, it’s time to build your business and get new customers, or clients. 

Which of the three, creating your brand, branding or brand marketing, does your business need the most help?

Whatever your answer, you are in luck because The Belford Group team is here for you is here for you. Contact us today and be busier tomorrow. 479.443.9945