Branding and Marketing

The phrases ‘branding’ and ‘marketing’ are commonly used interchangeably, but it is important to understand the difference between them. Both aspects include a promotional element and how you are presenting your company to the audience, but they each play a separate role and cannot be successful without the other.

Defining your branding means you have to figure out who your company is. This includes your mission, values, and what sets you apart from your competitors. Some key brand elements include:

  • Logo
  • Website
  • Brand colors
  • Other collateral

Marketing is used to build brand awareness and includes the actions you take as a business to engage with your customers and get them interested enough in your company to purchase your products.

How to Improve Your Brand

Your brand is the essence of your company, so you want to be concise about who your business is to its core and what you want to represent. Storytelling is a strong strategy used to connect with consumers. Figuring out your brand’s story that connects with your customers is important to gain their attention.

Brands should be updated yearly, as many companies are consistently evolving and growing. Being on top of your social media and website content is essential to remain relevant.

How to Improve Your Marketing

Marketing strategies should continue to be a work in progress. Your company should always be marketing your products so your audience can find your business anytime. Updating your social media and website content will help elevate your engagement and SEO rankings.

The effective way to utilize your marketing is by targeting the correct audience. Understanding who your audience is will help you answer questions such as:

  • What is my audience’s budget?
  • Why do they like our company?
  • What is the first thing they do in the morning?

Balance is Key

Consistency with your branding and marketing can be extremely overwhelming since it is a never-ending process. However, beginning with manageable tasks and taking simple steps is a great way to keep your balance good.

Questions to Ask Yourself

Branding Questions:

  1. How do you want your customers to feel when they engage with your company?
  2. What do you want your customers to walk away with?
  3. What are your company’s mission, values, and ethics?
  4. How is your company different from your competitors?

Marketing Questions:

  1. Who are you trying to sell to?
  2. Who is most likely to buy your product? Who will pay the most for your product?
  3. How are you different from your competitors?
  4. What does your audience care about?


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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.