Branding vs Marketing – which one should I choose? Branding and Marketing are two terms often mistakenly used interchangeably. While they are related and are both integral to your business success, they are actually quite different. Picture this: You have created an awesome product or service and are ready to sell but how is your ideal customer going to know you exist in the first place, trust your brand and then purchase from you over and over again? Here comes Branding and Marketing to save the day! Let’s see how these two processes work together to make your business successful.
Branding is the practice of developing, establishing and promoting a company’s brand. It is more than just your logo but rather the collection of attributes the public identifies with your business. It involves optimizing brand identity to positively affect brand image and positioning. When developing a brand a company focuses on several elements such as:
- Mission, Vision and Core Values
- Company Logo and Brand Colors
- Company Culture and Style
- Beliefs and Expectations
- Underlying Principles and Inspiration
- Unique Selling Point
- How you intend customers to perceive you
What is Marketing
Conversely, Marketing is the actual process involving promotions and activities to facilitate the exchange of value while providing goods and or services. It focuses on all things surrounding your product, price, place, promotion and of course people. Marketing utilizes strategies and tools to get your brand in front of your potential customers, retain them as loyal customers and of course increase profits. It involves both traditional and digital marketing strategies and activities.
Traditional Marketing Strategies are the backbone of your Marketing Plan. They include strategies surrounding your:
- Business Life Cycle
- Business Audit and Analysis
- Market Trends and Forces
- Customer Avatars and Ideal Clients
- Product, Price, Place, Promotion and People
- Paid Advertising (television, radio, newspapers, flyers)
Digital Marketing, on the other hand, focuses on utilizing the digital landscape to achieve the goals set out in your Marketing Plan. It is constantly evolving as technology changes and improves. The entire marketing landscape itself continues to evolve daily with new tools and software being developed as well as constant changes to existing ones. Think about algorithms for social media for instance – strategies which worked 6 months ago already need to be reviewed and updated. Trying to keep up with this moving target and out performing your competitors requires constantly being on top of your game and adjusting your strategies as situations change Currently, Digital Marketing covers many areas including:
- Content Marketing
- Social Media Marketing
- Affiliate Marketing
- Email Marketing
- Paid Advertising (PPC, Social Media Ads, Google Ads etc)
- SEO
Branding vs Marketing – 5 Major Differences
Now that you have an idea of what they are both about, it’s time to hash out Branding vs Marketing. While Marketing and Branding do have some overlap there are some major differences. Here are my five (5) main characteristics which show the differences between Branding vs Marketing:
- Marketing has laser focus on sales, Branding is on customer retention and loyalty
- Marketing is the attention getter, Branding is the attention keeper
- Marketing is external, Branding is both internal and external
- Branding is the horse, Marketing is the cart
- Marketing strategies switch up, Branding is constant
1. Marketing has laser focus on sales, Branding is on customer retention and loyalty
As stated before, Marketing is about that bottom line – achieving sales. Most businesses, unless they are not for profit, are interested in sales. It is their source of income and naturally what is required for them to stay in business. As such Marketing is of the utmost importance to ensure money keeps coming into the business. But what aids in keeping that steady flow of income? Your brand that’s what! Customers come back for more because of the way your business made them feel, your stellar customer service, the problem you solved for them with a smile.
2. Marketing is the attention getter, Branding is the attention keeper
The aim of Marketing is to get your business in front of the eyes of potential customers, generate enough interest and desire for purchase and the ultimate sale or action. When a purchase is made, then what? This is where Branding comes in. You want your customers to come back for more, to purchase an upsell or another product, you want your customers to now trust your brand and become loyal customers and even brand ambassadors who promote your brand to others by word of mouth and other recommendations. Your brand, that is your values, customer service and perception is what keeps the customer coming back for more.
3. Marketing is external, Branding is both internal and external
Marketing focuses on the activities surrounding the promotion and delivery of products and services to your customers. The most important player here is the customer. It is all about getting products and services before them to purchase, nurturing leads and focusing on your bottom line – generating sales and increasing profits. Branding on the other hand is not just about your customers. Your internal employees and operational teams also play a major role as your first brand ambassadors. Company culture is part of your brand. How you treat your employees, employee perks and considerations all affect not only the type of service they provide for customers but how your company is viewed by others as well.
4. Branding is the horse, Marketing is the cart
You cannot put the cart before the horse! This goes without saying – people buy from companies they trust or appear to be trustworthy. Yes there are instances where someone may see your product or service for the first time and immediately purchase it as it solves a problem or fills a need , but generally you need to build that relationship with your customers first before they purchase. You need to build a brand first before marketing your services. Persons buy from brands they trust.
5. Marketing strategies switch up, Branding is constant
You should not be fickle minded and constantly switching up your marketing strategies and campaigns. However, when it comes to your overall marketing strategy this naturally changes over time and at different stages of your business. The strategy you implement when first entering the market will be different from when you’re a market leader or defending your position in the industry.
Your brand on the other hand would more or less remain constant as this is what you are known for. This is who your customers trust and continue to support. Changes to your brand can occur if you decide to rebrand, expand your business or explore new horizons in addition to your core offerings. This can positively or negatively affect your customers’ perceptions based on value added or removed but it generally builds on existing culture, values and perceptions to retain loyal customers as you may charter new waters.
Conclusion
Now you know what is Marketing vs Branding and the major differences between them. When utilized together Branding and Marketing work hand in hand to position your business for success. Build your brand, build your trust, tell others about it. Both Branding and Marketing are essential for business success.
Do you need help building your brand or streamlining your Marketing efforts, be sure to book a free call to find out more about the Marketing Services I offer. Subscribe to receive my marketing tidbits delivered straight to your inbox. Here’s a free Marketing Plan Guide below to get you started!
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