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.
Branding helps set your company apart from others. Effective branding communicates the company’s values clearly throughout all marketing materials.
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.
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.
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.
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.
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.
Read more about Branding vs. Product Marketing at forbes.com
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.