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Over the last few weeks, we’ve had an ongoing discussion in the office about branding and marketing. Kathryn’s familiarity with both the journalism and fund industries has shaped her view of branding and marketing. Kathryn points to Southwest Airlines as an example of company success growing out of a strong brand. It should come as no surprise that Kathryn founded SunStar Strategic around the same principles of strong branding. The SunStar Strategic team has been a valuable part of Target Rock’s financial community marketing campaign. Branding an NFL Player has often been overlooked by professional athletes, but often this process is referred to as one of the most important elements to scoring endorsements, sponsors and partnerships. As Players enter the league, many strive to become the best in their respective positions, many overlook the importance of managing their image and brand.
Too often we see players excel on the basketball court, but fail to manage their lives off the big stage. With the assistance of a marketing team that focuses on your image and brand, an NFL player can become a shining example of how a professional athlete should appear before the public and media. Hiring an Athlete Branding Expert like Anthony Fernandez can truly make the difference in your career during and after your prime.
Branding is when your marketing platforms share a consistent and similar visual esthetic to your consumers. Lately Branding has been more frequent and visible to the online and small business market.
It delivers a consistent and easy to understand marketing communication piece between your business and consumers. From an Internet marketing perspective consistent branding and the use of similar keywords can also help your organic rankings on the search engine results page (SERP’s) and also give you the ability to show up all over the search pages. Branding in your marketing pieces must be consistent to deliver a clear and precise message to your consumer audience.
Become a Private Member and Empower Your BrandJoin thousands of subscribers getting exclusive content,private case studies, updated industry insights and valuable business growth strategies.No Spam ever, just great content! Although this can appear to be an obvious statement, there still exists a lot of confusion in the e-commerce world related to the definition of both terms. Every week I encounter a handful of entrepreneurs who have sunk untold thousands of dollars into marketing, frustrated at the return. The answer lies in the fact that while marketing can create brand awareness, it does not automatically create brand equity. Summer’s almost here, and you’re starting to see the big tent-pole summer movies arrive in theaters, precipitated by multi-million dollar ad campaigns. Some would argue that the above example is merely the cause of the movie being a faulty product. Branding not only differentiates you from the competition, it can and should enforce a memorable and meaningful experience for your customers.
If you would like to hire Evolve and Conquer for consultation or brand development work, let's set up a call.
As Melanie suggests, building a strong personal brand includes: reputation, trust, attention and action. Yesterday, I pick up my teenage grandson from a friend’s house and gave him a lift home.  I ask him what fun things he had done over week-end. He’s a typical technology driven teen, which includes an ipod mic in his ear, fingers that fly across his cell phone keypad, and visiting with friends on Facebook. Having easy access to a cell phone and a computer is awesome but along with this compelling technology comes responsibility… no matter who you are or your age.


Once posted on the Internet, either by computer or phone… photos and words are like feathers scattered on the wind from a broken pillow.  You simply cannot get them back!
All the way through your post, you have done a tremendous job of explaining what branding is all about as well as a doggone good list of do’s and don’t's!
Sometimes I wish I could lock my grands in a box until they get a little bit more common sense. Kathy, this is one of the best posts EVER for how to use the internet and social media in particular.
The two words are frequently interchanged, so it’s easy to lose sight of what each means individually. She then moved to the DC metro area where she served as the Director of Public Information Services for the Investment Company Institute.
When Southwest first took off in 1971, four years after being founded, air travel was expensive, elitist and complex. Their Rapid Rewards program allows members to earn travel points on any flight and in any seat.
Twenty years ago, the company grew out of Kathryn’s personal knowledge and network, her commitment to serving quality clients, and achieving top-tier results. Their experience in finance and energy was critical to our firm’s market strategy and product launch in early 2012. A strategic positioning in front of the public eye can truly make the difference in landing an endorsement deal or other possibly being booked for a speaking engagement or an appearance.
Don’t get fooled into thinking Traditional or Digital, consider every aspect and opportunity.
With social media platforms like face book, twitter and Google Plus all allowing you the accessibility to create respective brand pages within their respective platforms it has become even more current and trendy to create a brand and stand out from the rest of your competition.
Branding on different social media platforms and having multiple platforms speak the same language will help you have more results when visitors click hot key words into the search engines. Without a clear understanding of how each relate to a specific business, the meaning can become mistaken. In order to influence what customers say, we sometimes believe our clever marketing can tell them what to believe. They feel that they’re putting their brand out there in a big way, so how come it’s not paying off? No doubt the marketing of these movies will be successful in getting butts in the seats, but that doesn’t speak to the quality of the film. The mantra of “quality product plus effective merchandising equals success” has sunk many a business.
While your brand should absolutely be tied into the product itself, it should elevate a mundane shopping experience into an emotional event. Above all… remind them that they are building an “Online Brand” that will extend way into the future.
Lets say that your goal is to have happy productive children and your purpose is to create a sane and planet that promotes creativity and freedom; then you better have the firm policy in place that makes this happen. Wonderful and much needed words of advice, not only to our young, but to adults that are clueless, too! There are a million different ideas about branding and marketing floating around the PR industry and the blogosphere, so to help clarify things we’re kicking off a two-part mini-series looking at both the way branding and marketing are different from one another and how they support each other. Both of those experiences were heavily involved in public communications, and particularly focused on crafting strong messages to be distributed on behalf of various companies, many of which were up and coming in the fund world. Their excellent financial and business media contacts and easy access to the financial press enabled us to quickly achieve an exceptionally level high level of brand recognition.
Even those that profess to be experts on branding and marketing can stumble over their own definitions, becoming stumbling blocks for anyone listening.


Worse, we can fall for the lie that if enough people simply know about our companies, that increases the chances of more business. Why are so many potential customers aware of the brand, and yet they’re not spending any money? If it bombs, discouraged viewers that gave it a chance will in turn try to discourage others from watching it.
If your brand strategy is built solely on the quality of your products, you have a big problem on your hands. The more emotion that customers have invested in your brand, the more they will buy from you.
When continuity exists between strategy and creativity, the narrative between marketing and branding will delight and motivate customers to buy. Recently, I sat down with Kathryn Morrison, President and CEO of SunStar Strategic, to hear her thoughts on marketing versus branding. Kathryn worked closely with companies such as Fidelity and Vanguard, learning their branding and marketing from the ground up. To combat this, Southwest defined itself as the everyman’s airline—committed to inexpensive, fun, and simple flights serving everyday people. Today, SunStar occupies offices in Alexandria, VA, New York, NY, and Chicago, IL and devotes itself to identifying and serving the highest quality clients. How do you respond and what techniques do you use to uncover the barriers from forming a relationship and generating new business? They have been capitalizing on sending a consistent message shared through their communication platforms to the media and consumer market. Anybody that sat through this cinematic atrocity may cringe at the memory of wasting their time.
Most people don’t have the means or desire to pay extra for a seat just so they can earn rewards points on it. By focusing on a clear and powerful brand and growing marketing campaigns out of that identity, Kathryn has driven her company to a success that radiates far beyond her personal influence and draws clients to the firm as much as it drives them to praise SunStar’s work. Think about Text, Photos and Video opportunities that exists around your product or service.
At some point, the customer will look past the hype in order to see if the brand truly matters to them. Thus, by losing value with moviegoers that extends past box office receipts, the movie has in turn lost its brand equity.
Invariably, by having an under-developed brand, you will have to compete more and more on price alone. Neither do they want to limit their vacation selection to fit around an airline’s choices in dates and destination.
JDD is a custom branding shop with locations in Greenville and Charlotte, so all of our designs, websites, and marketing campaigns are crafted for each client based on the client’s needs. If you’re limited by manufacturer pricing policies, you’re dead in the water if you ignore your brand.
By staying true to their brand identity as the everyman airline and focusing all marketing efforts on projecting that image, Southwest has become the most profitable airline in history without ever having a first class cabin. By eliminating those restrictions from their rewards program, Southwest remains inexpensive, fun, and simple.



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