Difference Between Branding and Marketing
Have you ever asked yourself if there are any differences between branding and marketing? A lot of people who claim to be running businesses do not see any difference: in fact, they claim “branding” is just a fanciful way of referring “marketing.” Are they right or wrong? If you want to be a savvy business owner or the go-to person in your field, there are terms you should not only be familiar with but also know all about them. Branding and marketing are a few of those terms you should know about in great detail.
Yes, branding and marketing are connected in one way or the other, but they do not mean the same thing. You will find out all about this by the time you read this article to the end.
What is Branding?
Branding has to do with the set of memories, expectations, relationships, and stories that – when taken together – explain or influences a customer’s decision to choose one service or product over another. Branding has to do with defining who you are as an organization; it is connected to your values, your mission, as well as what makes you unique. It involves vital elements such as your website, your logo, along with your brand style road map. In a nutshell, branding is what keeps your target audience or customers loyal and coming back to do business with you for many years to come.
What is Marketing?
Marketing, on the other hand, can be referred to as the processes, tools, and strategies you employ to actively promote your services, products, and organization or company. It is the set of actions you take to connect with your target audience or customers to get them to patronize your business, i.e., get them to buy your services as well as products. Marketing is extensive; it can be serious, funny, or heartfelt, depending on the strategy you employ. It can also be a mix of keywords, text, photos, videos, charts, and graphs. It can be performed online and offline in the following ways:
- Content Marketing
- Social Media Marketing
- Search Engine Optimization (SEO)
- Pay Per Click Marketing
- Mobile Marketing
- Print Campaigns
- Radio etc.
Marketing strategies can be adjusted, depending on the season or methods used in connecting with your target audience.
The Importance of Understanding Branding and Marketing
You must understand branding and marketing as one cannot thrive well without the other. Your existing – and prospective – customers need to be connected to you as a brand, or else all your marketing strategies may come to naught. Yes, your conversions will be incredibly low, no matter how much resources you pour into your marketing campaigns. Ongoing branding generates timeless connections, and that is what you should always focus on when marketing your products or services. As you well know, competition is very fierce, no matter what niche you are operating in. And other companies render comparable services or offer products, even at highly competitive prices. The only way to retain the loyalty – and trust – of your esteemed customers is by using the power of branding.
This is not to imply that you cannot succeed without branding; however, branding can make your success much more substantial.
The Differences Between Branding vs. Marketing
So, now that you know the key definitions of these terms, here are the significant differences between them:
Branding Undoubtedly Comes First, Marketing Comes Close Behind
Branding comes before marketing; you can only market a brand you have designed and not vice versa. This is why you need to focus, first of all, on branding before you even begin to consider any marketing strategy. You need to answer questions such as:
- Who are you as a brand?
- What product or service are you bringing to the marketplace?
- What makes you unique? Your core values, or what?
- How will you communicate your brand to your target audience?
After you supply answers to these questions, only then can you start thinking of marketing.
Marketing Helps to Get Hold of a Potential Customer’s Attention: Branding Keeps that Attention Glued to Your Products or Services
Every industry has a sea of competitors, and the best way to garner attention as a business is to employ strategic marketing approaches. But as soon as you can capture your target customer’s attention, you need something far more worthwhile to keep that attention, and this is what branding is designed to do. People do business with brands they believe in. If your target audience can’t connect with you, your business is dead in the water already. So, that means you need to bring your A- game as soon as marketing does its job, and that is by fostering a relationship that will lead to a long-term connection. This is what will make them keep returning any time they need a product or service that you sell.
Marketing’s #1 Goal is Sales, but Branding Engenders Loyalty and Recognition
Every marketing strategy is designed to drive sales or other forms of result that is much desired, such as capturing leads, etc. But branding is a long-term approach; its focus is on building recognition, engender positive sentiment while fostering customer loyalty.
Marketing Strategies Change from Time to Time, but Branding Remains Constant Forever
Every marketing tactic that you use for your business has a beginning, middle, and end, meaning that they are temporary. But branding is quite different because you will continue to define who you are as an organization irrespective of where you are in your business. You will continually shape the perception of your brand with your target audience. And as your establishment evolves and grows, your branding also evolves and grows with it.
As you can see, there are more than a few differences between branding and marketing. You can utilize these powerful business weapons to move your organization to the next level. So, go out there and dominate your competition using kick-ass branding and marketing strategies right away!
Article Posted 7 Feb, 2020