Originally Posted by
Carl S
How do you see marketing different from branding? Or are they?
Hi Conor, I'm no expert in this area but I see branding as building a message that you want to relay and attaching it to yourself and your products via icons, style, etc. Marketing are the methods by which you get the message out to the people.
Given the idea of having a brand and being conscious of your brand do you find that they are things you won't do because they don't fit with your brand?
Absolutely! There are all sorts of things for example I never swear, I think it's unprofessional and a big part of my brand is being uber professional.
Some builders seem more aware of branding than others and provide outlets for their brand with t-shirts, coffee mugs, mousepads, bikini-mesh undergarments, etc., etc., - do you think that these types of items actually help promote a brand or in the long-run dilute it?
I think they can do both. If you know what you're dong I'm sure it can help build your brand. Alternately if what you are producing isn't consistent with your brand it could confuse people and dilute your message. It can also be a royal waste of money.
I guess what I'm asking is: shouldn't it be about the bikes? And if not, how do you think we as framebuilders can find the proper balance?
Framebuilding is not just about the bike. People buy you,the builder. Framebuilding is a service business, the frame is the deliverable. This is a key point that I think most never figure out. Once you understand that you are selling yourself branding and marketing becomes a lot clearer.
PS, hopefully that answers your questions. This is a big subject so if you'd like me to elaborate let me know specifically on what and I'll try.