Branding vs. Marketing
We’ve seen a lot of confusion when it comes to understanding the differences between branding and marketing. In the past, we’ve explained how branding is the personality of a company. Just as people have a personality, every brand has characteristics that make it unique and dynamic similar to an individual person. In an effort to clear up some of the confusion, we’ll explain how branding and marketing relate through examples of you, as an individual. A business BRAND is comprised of a personality, a message or voice, and a look. The process of BRANDING is the development of these things for your business. Without the clear definition of these items, any MARKETING plan will fail because essentially, when you do MARKET, you will be MARKETING the BRAND that you have developed. brand personality. If done correctly, it puts your brand in front of people who may need it or be persuaded that they need it. If your brand is not clear and fully developed before you work to communicate it through marketing and advertising efforts, you’re building your business outreach in the wrong order. There’s another difference to note here. Marketing and advertising are two different things. Marketing is typically done through an advertising channel, but they are not necessarily the same thing. Here’s a good definition of each one: Marketing: Marketing is a process that refers to the deliberate business activities your company executes to bring together buyers and sellers for the exchange or transfer of products. This is an action. Advertising: Advertising is any paid announcement to the public by an individual sponsor or firm that aims to persuade potential or existing consumers to buy a product or service. To reiterate, marketing is typically done through advertising but does not necessarily have to be. It’s the action taken, whatever action that may be, to promote the brand. Marketing allows potential customers and clients to get to know you on a deeper level. The surface presentation has been enough to intrigue them, and they’ve moved into desiring a deeper understanding of who you are. You are now required to get out there and provide them this knowledge so they can fully understand what you are offering and how it can benefit them. In comparing this concept to you as a person, people gain loyalty to you, personally, through your continued exposure to them. They see how you act and what you bring to the table in social settings and friendships. They then decide if they care for you deeply and you become close friends; if they like you enough and you become acquaintances; or if they don’t like you and they find someone else to like. They decide if they want to engage in a friendship or if they prefer to keep you at a distance. If you haven’t fully developed your brand before marketing it, you’re probably wasting energy on interactions that are not fulfilling a purpose, or wasting money on advertisements that are missing the mark to pull in customers. You’re throwing away valuable marketing opportunities by not having an attractive presentation of your brand or a clearly defined set of perimeters your employees can efficiently and cohesively market. You’re losing attention that could, through the correct branding, gain loyalty with multiple clients, thus increasing your business success.