- Basic Principles of Branding and Marketing
- Is There Really a Difference or is It a Blurred Line?
- How Marketing and Branding Work Together
- Should Your Business Prioritize Marketing vs. Branding?
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Branding vs. Marketing: Is There Really a Difference?
Branding and marketing are two interrelated concepts that are critical to building your business and connecting with customers. In fact, the concepts are so closely connected that they are sometimes used interchangeably, albeit incorrectly.
The branding vs. marketing debate boils down to a lot more than just semantics. By familiarizing yourself with the subtle nuances of each concept, you can build a great brand and market it, too.
With that in mind, let’s take a closer look at marketing vs. branding, including what these concepts are and what they are not.
Basic Principles of Branding and Marketing
Before we shift our focus to the key difference between marketing vs. branding, let’s review the basic principles of each concept.
What Is Marketing?
The definition of marketing will vary depending on whom you ask. However, Investopedia does a great job of providing a broad but clear definition. According to that definition, marketing is any activity that your business “undertakes to promote the buying or selling” of its services or goods. This includes activities that lay the groundwork for consumer-facing marketing efforts, such as studying your market and defining your ideal audience.
Anything your business does to convince customers or leads to make a purchase falls under the umbrella of marketing. Some common examples of marketing include:
- Publishing a blog with a call to action (CTA)
- Creating a landing page on your website
- Researching a target audience or demographic
- Conducting product research
- Identifying the ideal price point for your goods or services
- Launching a Google Ads campaign
- Running paid ads on social media
- Renting billboard space
These facets can then be distilled into what’s known as the four Ps of marketing, which includes:
That is, marketing must address the product itself, how much you will sell it for, where you will sell and advertise it, and how you intend to promote it. A strategy that does not involve all of these four Ps is incomplete and thus ineffective.
In addition to addressing the four Ps, marketing must also build the persona of your brand. Companies that are great at marketing have logos, slogans, and color schemes that are immediately recognizable amongst their target audiences. This is what gives these organizations staying power within their respective industries.
Marketing is also a never-ending process. Throughout your company’s lifecycle, you will create, launch, manage, and analyze countless marketing campaigns. These efforts are meant to draw in new customers, strengthen connections with existing ones, and expand your brand’s reach in the crowded digital marketplace.
What Is Branding?
Branding is all about making your business, as well as its logo, symbols, color scheme, and name, easily identifiable. A great branding campaign will ensure that your brand, its logo, and its products or services are immediately recognizable amongst your target audience and potential leads.
But a brand is much more than just a logo. It is actually your promise to your customers. When customers and potential buyers see your logo, you want them to immediately experience feelings of confidence and trust.
As you build your brand, it will become synonymous with the quality of products and services you provide. If you have engaged in effective brand management, your logo and other imagery will also help you differentiate yourself from the competition.
Conversely, if your branding efforts have been lackluster, your products might seem like “just another option” on store shelves.
Do the definitions of marketing and branding sound difficult to distinguish? They should, as these concepts refer to sets of intertwined activities that will have a profound impact on the success of your organization. In fact, marketing and branding share so many of the same attributes and philosophies that they could be considered one and the same.
When engaging in branding activities such as sharing your core values or beliefs, you are also marketing your product, even if you don’t directly mention it in your campaign. Branding activities will leave an impression on customers, one that they will carry with them when they encounter explicit marketing content that encourages them to buy your products or services.
Is There Really a Difference or is It a Blurred Line?
After learning that branding is actually a component of marketing, the branding vs. marketing discussion might seem to be more blurred than ever. This is totally understandable, as marketing vs. branding is essentially the same thing. The only real difference between the two is that marketing is a bit broader of a concept than branding, but even that is hotly debated.
Your branding activities should explain why your business exists, what its values are, who it serves, what products and services it provides, and what mission it was created to accomplish. Your brand is an extension of your business.
Marketing not only includes all of the aforementioned branding activities, but it also focuses heavily on advertising your product and generating buzz among consumers. As part of your marketing efforts, you will need to showcase what your product or service is, how it works, and what it costs. Most importantly, you must market to the appropriate audience segments and demonstrate how it delivers value to your customers.
By providing your potential customers with strategically created marketing content, you can create positive sentiments toward your brand and drive sales.
The type of industry can influence the gap or difference between branding and marketing
Although there is a clear line when we talk about branding vs. marketing difference, that line may be very much blurred or even removed when working in some industries. For example, the fashion industry relies heavily on branding as the core principles of marketing strategy and it becomes hard to distinguish between tactics that fall under branding or marketing. On the other hand, very niche and saturated industries have to rely on the most effective advertising tactics to get their message across their target audience to the point where the branding becomes secondary.
How Marketing and Branding Work Together
Achieving alignment between your marketing and branding strategies becomes much easier when you realize that these concepts are designed to work together. The ultimate goals of marketing and branding are the same. Each concept should help you drive sales, better serve your customers, and grow your business.
Branding and marketing are not only made for each other; they are interdependent concepts. Let’s say you create a masterful branding campaign that includes a great logo, eye-catching packaging, and values that align with your core audience.
These branding efforts will certainly generate intrigue among prospective customers, but they probably won’t motivate them to research your product or, more importantly, make a purchase.
That’s where marketing comes into play. Your marketing strategy builds on the foundation you created with your branding efforts. The strategy will target prospective customers with informative, educational, and engaging content.
These materials will highlight your services or products, showcase your brand values even more, and draw your audience down the sales funnel.
Should Your Business Prioritize Marketing vs. Branding?
The easy answer is “no.” Instead of focusing on marketing vs. branding, or vice versa, you should strive to balance these two concepts.
Keep in mind that branding is a specific marketing tactic designed to make your logo, symbol, and company name more recognizable and well-known. In light of that, you should make branding a component of your overarching marketing strategy.
Branding is important during all phases of your business’ lifecycle. However, it is especially critical when introducing a company to the public, launching a new product, or breaking into a different market.
Remaining mindful of the differences between marketing vs. branding will enable you to better leverage the two concepts. In turn, this will help you form meaningful connections with customers, increase consumer retention, and grow your business.