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Post provided by VerStandig Media

In marketing, targeting and branding are two words that get tossed around, and are often confused. While they work hand-in-hand, their roles are very different. Understanding the difference between the two and how they work together is the secret to a solid, successful company.

What is branding? Branding is everything about the identity of your business. It’s the tale you tell, the impression you leave, and the emotional bond you establish with your audience. Your brand is your voice, your visuals, your values – the way people experience your business.

Consider this: if your business were an individual, branding is the way the individual dresses, speaks, and acts. It consists of your:
● Logo and visual design
● Brand colors and fonts
● Voice and tone of communication
● Core mission and values
● Emotional appeal

Branding helps your business stick out in a competitive market. It creates loyalty and recognition. A solid brand stays in people’s heads, even if they’re not yet ready to buy.

What is targeting? Targeting is all about the audience you’re trying to reach. It’s identifying and understanding your target customer. You need to know what their demographics, behaviors, pain points, and preferences are. It’s the quantifiable element of marketing that makes it possible for you to put the right message in front of the right people at the right time.

Targeting includes factors such as:
● Audience segmentation
● Customer personas
● Market research
● Social media advertising targeting
● Email list segmentation

If you don’t target, your marketing will fail no matter how great your branding is. You need to know who you’re talking to so that you can speak their language and meet their needs.

In other words, branding attracts while targeting reaches. You can’t have one without the other. A gorgeous, fully developed brand will be ineffective if it’s presented to the wrong crowd. Similarly, getting to the right crowd won’t do any good if your brand doesn’t connect.

When you combine solid branding with smart targeting, that’s when the magic happens. You reach the right people and you get them to care and ultimately get them to buy. Branding and targeting aren’t competitors. They’re teammates. Branding builds the emotional foundation, while targeting drives precision and performance. Master both, and you’ll be well on your way to marketing success.

Want to learn how to make your marketing work for you? Have a question about growing your business online? Visit VerStandig.com/Digital to learn more and submit your question through Let’s Talk Marketing to get expert advice made for local businesses in the Tristate.

VerStandig Media is an active member of the Cumberland Valley Business Alliance. For more information about joining the CVBA, please contact our team at info@cvballiance.org or call 717-264-7101.

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