About Branding

There is much confusion about the discipline of brand building, or branding.  Some graphic artists use the term "branding" when referring to their design business.  Some companies have "brand groups" that basically execute marketing functions.  

By our definition, brand building is identifying or creating, and then becoming known for, a specific competitive advantage that is differentiated, compelling, and sustainable.

Branding is the strategic bridge between your company operation and the marketing of your product.

What Branding Is NOT		What Branding IS
Branding is NOT: Marketing Marketing concerns itself primarily with execution, such as: Advertising Visual Elements:  Package Design, Sales Materials, Etc. Short-term promotions Branding is NOT: Operations The focus of Operations is managing the costs of your business: Materials sourcing HR Management		Branding IS: The focus of Branding is creating and sustaining meaningful competitive differentiation: Defining a product's core essence Building internal teams and processes to consistently deliver against the core essence Building effective communications strategies to efficiently support the brand message Building long term strategies to maximize brand value for the company

info@landmarkconsulting.com                          (c) 2002, Landmark Consulting