Branding and marketing are two concepts that tend to get paired together. But, to effectively use each one, you should understand that branding and marketing are actually very different. But, what is the difference between branding and marketing?
The definitions
Before we talk about the differences, let’s start things off by covering what they both are.
Marketing is promoting and selling products or services, including market research and advertising. So, we can think of marketing as the set of tools, tactics and strategies used to promote your company. Marketing is how you connect with your consumers and persuade them to buy from you. Putting it simply, marketing is what grabs people’s attention.
On the other hand, branding is what keeps people’s attention. It’s a strategy used to give meaning to a company, product or service by shaping a brand in the minds of its consumers. It’s who you are as a company, what values you hold and what makes you unique to your competitors. A distinctive logo, website, messaging and brand guidelines all play a part in this.
The differences between branding and marketing
So now we’ve got that cleared up, let’s talk about their differences.
| Branding | Marketing |
|---|---|
| Builds trust with your consumers | Is how you do what you do |
| Keeps your consumers’ attention | Grabs your consumers’ attention. |
| Comes first before marketing | Comes second after branding |
| Drives long term sales, recognition and loyalty | Drives short term sales |
| Differentiates your business | Communicates your value |
| Tends to be fixed and distinguishable | Strategies come and go |
As we’ve mentioned, marketing is an absolute must if you want to grab your consumers attention (and what business doesn’t?). But once you have their attention, you need something that’s going to keep that attention. Did you know that 59% of shoppers prefer to buy new products from the brands they trust? Well, that’s where branding comes in.
People want to purchase from brands they can trust and believe in. In fact, 89% of customers stay loyal to brands that share their values. So, while marketing will bring people through the door, building a connection through branding will help to keep them there.
Remember, marketing drives short term sales and branding drives recognition and loyalty.
The application of branding and marketing
More often than not, marketing strategies such as SEO, paid advertising and content marketing are designed to drive a result. This result could be anything from sales, to lead generation or increasing the company’s reach. Now, these are all great objectives if you want to succeed.
However, branding is a longer-term approach. Although it takes time to build recognition, you will reap the benefits of working on brand consistency. Ultimately, branding drives sentiment and nurtures loyalty which is just as important as marketing tactics. In the end, branding is what will have the biggest impact on how well you can drive sales and consumer loyalty.
Although both are as important as each other, keep in mind that branding should always come before marketing.
Why branding comes before marketing
Well, how can you market a company or product that has not yet been designed? Starting with branding ensures that you’re equipped to design an effective marketing strategy. So, before moving onto marketing, make sure you are clear on the answers to these questions:
What type of brand are you?
When it comes down to values, what does your brand value?
What do you want your brand’s appearance and actions to say about your company?
What difference can your brand make to the marketplace and society?
Once you understand who you are as a brand and what your audience values, you’ll be able to develop an effective marketing strategy. You can then combine branding with marketing to take things to the next level.
Now that you know the difference between branding and marketing, it’s time to start using these concepts. So, develop your brand’s perfect personality and then shout about it!
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