Business-Driven Branding and Marketing | Functions and Processes Unpacked
Before going into the reasons why branding should be paramount, let’s agree on some definitions as a way of sharing a common starting point.
I know that you may define the next terms differently. The underlying discussion won’t go there, rather I simply want us to agree on a common conceptual framework.
Branding as a Function and Process
Branding is the function responsible for defining who the company is, what it stands for and how it connects meaningfully with all its audiences, bringing those concepts to life.
Although, by definition, its focus is on creating lasting value, at a time when the long term is shortening, it also takes responsibility for generating results as well as demonstrating a positive social and environmental impact -if this is part of the company’s purpose.
As a business-driven process, branding involves:
- Defining a company’s purpose, vision, and values.
- Crafting a distinctive identity: personality, tone of voice, visual language.
- Ensuring consistent behaviour across products, services, and communications.
- Building relationships based on trust and emotional resonance.
Branding is holistic. It touches everything from product development to customer service, from internal culture to innovation initiatives.
Branding creates meaning and sets direction.
Marketing as a Function and Process
Marketing is the function that brings the brand to market and generates demand, which ultimately means that it is responsible for the first line of the company P&L.
As a process, marketing involves:
- Understanding customer needs through research and segmentation.
- Positioning products and services based on brand strategy – beware: this is not brand positioning.
- Communicating and promoting brand offerings through campaigns and channels.
- Measuring results and optimising reach, conversion, and loyalty.
Surprise!… Marketing works within the strategic frame established by branding.
Marketing is the voice and the hands of the brand.
Marketing is vital. Without marketing, branding remains silent. Branding builds the story; marketing ensures it’s heard and felt.
Business-Branding Relationship: Branding as a Strategic Business Platform
At its best, branding operates as a strategic business platform.
Modern brands must be dynamic systems of value creation. They don’t just communicate value; they create it, through customer experiences, relationships, and shared ecosystems.
Companies like Apple and Patagonia embody this principle. Their branding decisions define their business models, drive innovation, shape cultures, and open new markets.
Branding defines the “why” and “how” of doing business. Without it, a company is merely transactional, indistinguishable, and vulnerable. It provides the basis for talking about the company beyond its activity and prevents it from being reduced to a mere transactional business.
Brands must be sincere to truly connect and matter.
A strong brand strategy answers:
- Why do we exist beyond making money?
- What value do we create for customers and society?
- How do we express that value consistently?
This alignment builds sustainable businesses.
Branding-Marketing Relationship: A Symbiotic Dance
It’s not branding versus marketing. It’s branding and marketing, but in the right sequence.
- Branding precedes marketing because it defines the “what” and “why.”
- Marketing amplifies branding because it delivers the “how” and “where.”
Think of branding as the architect and marketing as the builder.
Nike illustrates this balance: Their brand ethos, empowerment through sports, defines product design, athlete partnerships, and community initiatives. Marketing communicates this through inspiring ads, sponsorships, and experiences.
Without strong branding, marketing efforts become hollow and fragmented. Without marketing, branding stays theoretical.
A business needs both, aligned, coherent, and mutually reinforcing.
Impact of Branding on Business Processes
When branding is business-driven, it influences every major process:
- Product Development: Branding informs what products to develop -Tesla’s branding as innovation-driven sustainability dictates every product launch
- HR and Culture: Employer branding attracts and retains talent -Google’s brand of innovation and openness is mirrored in its work culture
- Customer Service: Customer interactions reflect brand values -Zappos built a legendary service culture aligned with its brand promise
- Partnerships and Alliances: Shared brand values shape collaborations -Patagonia partners with NGOs to advance sustainability, aligned with their brand
- Innovation: Branding identifies where and how to innovate -LEGO innovates in sustainability to align with its brand’s family-friendly, future-focused positioning
Branding acts as compass, guiding decision-making across all functions.
Building a Corporate Brand: From the Inside Out and From the Outside In
A strong, meaningful and compelling brand is built from the inside out as well as from the outside in.
Inside Out | Living the Brand
Employees must embody the brand daily. It’s not about posters on the wall; it’s about behaviour and decisions. Under a detailed planification, internal branding includes:
- Training employees on brand values.
- Aligning incentives and recognition with brand behaviours.
- Creating rituals and shared stories that reinforce the brand internally.
Zappos famously prioritises internal culture over short-term sales.
Outside In | Co-Creating with Customers
Modern brands are built with audiences, not for them. They listen, adapt, and allow customer participation.
Komoneed invites a community of “pragmatic activists” to shape sustainable initiatives, making customers part of the brand experience.
From the Holistic Brand Model: Brands must be open, dynamic ecosystems that co-create value with external stakeholders.
The Role of Branding in the New Business Scenario
Today’s world is defined by its state of turbulence, uncertainties, complexities and ambiguities -TUCA, not VUCA. Brands must rise to this challenge and the dilemmas it poses.
In the new scenario, branding must:
- Sustain: Contribute to society beyond selling products.
- Unite: Align internal and external audiences behind shared values.
- Differentiate: Stand out in an ocean of sameness.
- Adapt: Evolve dynamically while staying true to the brand essence.
Dynamic Branding means that brands must constantly learn, adapt, and renew their promises while remaining credible.
Brands must move from static storytelling to continuous story-building based on facts, relevance, and action.
A brand is no longer what it says. It’s what it does, consistently and sincerely.
Image
Kaboompics.com, Pexels
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