What is Branding?
The American Marketing Association defined branding as a, “name, term, design, symbol or any other feature that identifies one seller’s goods or services as distinct from those of other sellers.” A brand represents how your audience feels when they see elements of your brand identity.
How Branding Works
Branding helps set your company apart from others. Effective branding communicates the company’s values clearly throughout all marketing materials.
What is Product Marketing?
Product marketing is the process of introducing a new product to the market, hoping that demand and usage will increase. Successful product launches are essential to strong product marketing.
How Product Marketing Works
Product marketing is more narrowly focused than branding. Brand marketers drive to influence consumer perception of an entire company. In contrast, product marketers are typically responsible for a single item or family of products.
Setting the Tone
A company’s brand values and messaging are at the core of all marketing efforts. Product marketing is still essential, but branding must remain at the core.
Going Into Detail
Product marketing is typically more detail-oriented and factual than branding. Most customers will only recall two or three of the promoted benefits of a product. Product marketing communicates the benefits to the customers, and branding is what creates the way the customer feels about it.
How to Sync Branding and Product Marketing
Establishing strong communication between the branding and product marketing team is essential for encouraging cooperation. A well-performing product will help build credibility around a brand, and the same goes vise-versa. A strong brand is vital for customers to trust a new-brand product.