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When both are done right, your brand is your identity and your marketing is your story. Branding is the unique, authentic, singular value you offer to your customers. It permeates the culture of your company, and it is communicated to your customers every time they see, feel, touch, or experience your brand—not just when they experience a marketing message.

Branding comes first, marketing second. If you have a logo, a package design, or a slogan, you may think you have a brand. What you actually have are a set of marketing materials and messages. Once you feel that you have defined your brand value in the marketplace, then should you move on to developing that brand—followed, last of all, by crafting a marketing campaign.

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