I thought it would be helpful to give a quick overview of terminology that you’ll see throughout this site. Yes, there will be a reading comprehension exam sometime later – so pay attention you in the back row!

Brand

The summary of all interactions with the people, products, services, and reputation of the company in the mind of the consumer.

Seth Godin also says a brand is composed of:
[Prediction of what to EXPECT] x [EMOTIONAL power of that expectation]

Building a strong brand is a slower and more methodical task, because you have to build up all of those different types of interactions over time. No shortcuts to get there, you can’t just buy it. To make it even harder, those interactions should have a level of consistency in message and tone.

Positioning

The acknowledgement of other brands in your marketplace, and the strategic differentiation of your brand to stay clear of the clutter.
Ex: “Avis is No. 2, So We Try Harder” – a slogan that would never have existed without positioning.

Marketing

Consists of the 5 Ps:
- Product – Sticks and Bricks
- Price – How much the product + place is worth
- Place – Land Position
- Promotion (& PR) – How do we communicate the product / place / price in a way that’s meaningful
- People – Sales people, supervisors, managers, receptionist, warranty techs, etc.

Marketing is primarily concerned about present day results – it is heavily focused on immediate impacts, ROI, and speed. That’s why you’ll meet people with the title of Director of Strategic Marketing, Marketing & Planning Manager, or Brand Manager if they are tasked with long term thinking. However, in the home building industry – it’s usually going to be your job to be in charge of both marketing AND branding.

Advertising

Communication with the goal of persuading an audience to take your desired action.

PR

Maintaining a desired image with the goal of others communicating that desired image on your behalf to others.