Speaking Marketing


I’m often asked about the difference between marketing, branding, PR, sales and so on. So here goes.

Branding is about understanding the kind of company you are. It begins with the business plan and is delivered through a company’s operational functions: finance, HR, marketing etc. Your brand is everything your company stands for and every interaction people have with it. It’s not just your logo!

Marketing is about understanding your market. Understanding your clients and the market(s) they operate in; what drives purchase decision making; competitor activity and so on. It’s about taking your brand (see above) and putting it in front of the right people with a call to action: buy me, talk about me, engage with me.

Communications is about your website, PR, social media, events, email marketing and so on: communicating your marketing messages through the right channels. This is the nitty gritty of your marketing plan.

Business development (sales) is about actually winning new work. Developing relationships, writing tenders, pitching and so on. In a professional services world, it’s often done by the fee earners, using the brand to differentiate themselves and with marketing activity providing a backdrop to their BD activity.

PR is about the media: providing good, useful content that other platforms (eg, news publishers or conference organisers) can use. I always recommend using a professional PR consultant who can help get the messaging right and put it in front of the right people at the right time. The contacts and market knowledge needed to do this well are immense.

Done properly, with your brand clearly defined and a marketing strategy in place, it all works together beautifully. Simple.

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