ATYPICAL

Let There Be Unity: Syncing Brand and Product Marketing

By Amanda Bowen
Sometimes companies place “brand marketing” and “product marketing” into separate boxes. But don’t these two marketing focuses need to work in harmony to support company growth? Your product marketing must live up to the brand promise while the brand’s identity relies on its strong product and service offering. Product and brand marketing have a symbiotic relationship that needs nurturing.

Sometimes companies place “brand marketing” and “product marketing” into separate boxes. But don’t these two marketing focuses need to work in harmony to support company growth? Your product marketing must live up to the brand promise while the brand’s identity relies on its strong product and service offering. Product and brand marketing have a symbiotic relationship that needs nurturing.

What's the difference between brand marketing and product marketing? 

Usually the term “branding,” applies to the messaging focused on maintaining the company's identity and reputation. The content has a broader purpose and focus. A branding campaign will do try to show how the company cares about families or values personal relationships with his clients. As some might say, it’s the marketing that gives you the “feels.” Product marketing refers to the specific messages and campaigns used to promote one product or service. These campaigns are often more short-term in nature and focus on the specific features of what’s being promoted. 

Why the marketing disconnect?

Product marketers often like to rely on the product’s specifications when designing their marketing campaigns. They are trying to appeal to a person's or brand’s rational side. We'll talk about the product’s convenience (“get started in 15 minutes!”) or our service results (“over $132M in CRE sales last year”). 

Brand marketing emphasizes an emotional connection with the consumer. They want to become memorable by making the person feel something. Instead of, “our CRM integrates with the best in the business,” it’s “our CRM saved Jon three hours of busy work every week, allowing him to focus more on his clients.” 

It's not that one version is better than the other. Different messages will appeal to different clients at different times. To be more effective with your company marketing, it's best to synchronize the two. 

Integrate your marketing

One single message won’t convert someone. Your branding messages and product messages have to work in tandem to get that person to decide to choose your brand. It's about delivering the right thing at the right time to the right consumer. At ATYPICAL, we promote an omni-channel approach or cross-channel approach to delivering their messages. You can't do this without integration. 

People need the logic that's associated with product marketing and the emotional stimulation associated with brand marketing. There’s no reason why product marketers can’t create a few messages talking about the value human beings have found when using a specific product.

Earlier we gave the example of Jon, who saved three hours a week with a specific CRM. Connect to the human side of that: He focused more on clients and as a result, increased his bottom line 25 percent. It’s a message with logic and an emotional component.

Marketing working together

If your product marketing team and branding team are split apart, emphasize the need for them to sit down and talk to each other. Simple conversations about what both the teams are doing can lead to some interesting collaborations to advance the company message. Isn't that the end goal of branding? To promote the company message and its product?

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