Marketing or branding - what's more important for your agricultural company?
This is a question we get asked a lot. Should ag companies focus more on their branding or on their marketing and which helps them attract more leads to their business?
The answer is more complex than you might think.
We can't just say "marketing is better than branding" or vice versa because one can't exist without the other - not effectively, anyway.
If you want your branding to work the way it should, you'll need a fantastic marketing campaign. If you'd like your marketing to attract people to your business, then you should have your branding set up right.
Without each other, marketing and branding can't survive.
But if you had to pick one - for argument's sake. Which would be more critical to your company's survival online?
Today we're going to dive right into that and discuss what's more important for your agricultural company, marketing or branding.
What’s the difference between marketing and branding?
Before we get into which is better and what you should focus on first - let's make sure you know the differences between marketing and branding.
If you already know the differences and are just looking to see what you should focus on first, hop past this section and onto marketing vs. branding.
What is marketing?
Marketing is what you do to promote and advertise your product or service. It's the overall strategy you put together to make sure your products get out on the internet and noticed by your audience.
Marketing is used to push your message and create a demand for your products or services. Using well-thought-up advertising campaigns, marketing gets your agricultural business's attention.
What is branding?
Branding is when you take your company's personality, visually and verbally, and apply it to your website, marketing, social media, advertising, blog posts, and anywhere else your audience interacts with you.
When you create branding, you're intentionally creating an image for your company and showing your audience what you're like. This will shape how your potential clients see, hear and view your company and the products or services you offer.
Branding is critical to turning leads into loyal customers and clients. It's a strategy that positions your business as trustworthy and connects you to your audience on a deeper level.
So, now that you know what branding and marketing are about, let's get down to the main event.
Which is more important?
Marketing vs branding: which is more important, marketing or branding?
You can't market without branding.
You just simply can't successfully create a marketing campaign without having branding at your center. Without branding, your marketing will seem flat and potentially even untrustworthy.
Marketing with a solid brand to back you up is the equivalent of buying a product from a random seller in the middle of the street. You don't know anything about them, and without branding, your audience won't know anything about you.
So, before marketing even got a chance to throw some punches, it's clear that marketing will never be more important than branding.
Branding makes your marketing unique, trustworthy, authentic, and completely you. 81% of consumers need to trust a brand to consider buying from it.
However, that doesn't mean you should concentrate on branding alone.
Without marketing, your branding is just who your business is. It may be the heart and soul of your company, but without marketing, that won't be enough to sell your products and services.
So - where do you begin?
If you're wondering where to put your money first - we can help you. Follow these three steps to make the most of your branding and marketing.
1. Build your branding
Before everything else, you should start branding.
Nothing will go right for your business if you don't know who you are, what you stand for, and how you sound online.
By building a clear brand foundation for your company, you'll be able to create a solid marketing campaign.
But what do you need to build your branding?
We'd recommend starting by figuring out the following:
- What your company stands for - your goals and values
- Why should people work with you - what's your USP?
- How do you talk online - are you formal or informal
- Who your audience is - build a customer persona
- What your brand looks like - colors, typography, photos, logo
When you've sorted all this, you can create a nice little branding guideline for all your future projects.
Top Tip: Make sure your branding is always consistent. The key to a successful brand is consistency, and having a consistent brand can increase revenue by
10-20%.
2. Create your website
Now that you've got your branding, it's time to start marketing - right?
Not quite yet!
Yes, you've got your branding, but you have to have somewhere to put it. Your website is key to showing your branding to the world. It's your 24/7 salesperson, and by filling it with your brand's personality, you'll appear as a trustworthy and authentic business.
You'll struggle to capture high-quality leads without a website that matches your branding. This is because when somebody finds your products and visits your website, they expect to see a high-quality site. If they're met with a low-quality, unfriendly website, they'll associate the quality with your products and might leave before checking out.
If you already have a website, consider giving it a refresh with:
- New website copy written in your brand voice
- New images
- Your new logo or colors
If you don't have a website or need an upgrade, reach out to a website expert to build a website that perfectly meets your branding.
3. Start your marketing
Now that you have your branding and website built and are ready to nurture leads, it's time to start your marketing.
Your marketing is designed to attract more people to your website, so it's essential to have your website built first.
To start your marketing, you'll first have to know who you're selling to and where you're advertising.
When you know this, all it takes is some well-crafted ad copy, an attractive image, and some irresistible CTAs.
There is a lot you can do in your marketing campaign, including:
- Content marketing - blogs and guest posts
- Social media marketing
- Email marketing
- PPC advertising on Google or social media
If your potential customers are interested in you thanks to your branding, you'll be assured to get them to convert by giving them the extra push with your marketing.
We hope this blog post has helped you learn more about the differences between marketing and branding and why you should always try to brand your business before creating a marketing campaign.
Want some help building your brand? Need a hand creating a website or a marketing campaign?
The team at Agtivation knows just what to do.
With years of experience helping companies in the agricultural industry, we're equipped to help you create the best brand possible for your company.
Get in touch with our team today to start branding or marketing your website online.
