There is a lot of misunderstanding on the nature and role of branding as well as how to define marketing. Many think that marketing is just about fun and games – something that is about advertising and events – a thing that funds can be allocated to during a boom cycle. For many, the concept of branding means something that is a more elaborate version of marketing.
Marketing is any signal a company sends out to the market. It can of course be a nice commercial or a Tweet but it is also price signals through the resources they buy and the products they sell, it is the voice that answers at the end of the line and the bills sent out. Every organisation both in regulated and deregulated markets should be aware that everything a company does is marketing in one way or another, direct or indirect – just as everyone is in customer service in one way or another.
Branding defines the How of marketing and the Why. It is a strategic tool and it should define how the customer experiences the brand. But neither branding nor marketing can define the brand. A brand can be defined at a company level but the real definition of a brand comes from the customer – it is the customer who really perceives the brand as it really is.
Marketing for the electric utility or the energy brand should not only be thought of as advertising or social media appearance. It should be thought of everything a brand or a company does and any touchpoint with both internal and external audiences and stakeholders.