While there is certainly an overlap between branding and marketing, there are certainly significant differences in providing value your business needed that only one of them can do. So first let us understand, what branding and marketing are?
When it comes to marketing, it can describe as telling your customer that you exist, whether through social media or any medium. In the real world, we can think of it as telling someone how you are so great (kind of show off). It’s usually performed for an instant goal or a new product launch you want your customer to know about. But when it comes to branding, we described it as establishing who your company is and what it stands for, the feel you want to give your customer, the environment you create for your product launch. We can say you are making an environment for product let the customers decide why they should buy your product. It’s usually done for a long-term goal or once in a while for a significant change.
Let’s dive in and discuss what, why and when to use branding and marketing.
What is branding?
In essence, branding is the practice of differentiating one business from another through a name, logo design, story, messaging, feel, tone, voice. Branding is the experience you create for your customer, and what they say about you when you are not there. Companies may sell similar products and services, but depending on their branding, they can attract completely different customers who feel connected to their brands for specific reasons.
What is marketing?
Dictionary.com defines marketing as “the action or business of promoting and selling products or services, including market research and advertising.” Marketing refers to any company’s actions to attract an audience to the company’s product or services through high-quality messaging. The overlap between branding and marketing you can see like branding can also be part of marketing. In branding, you create the image of your business that can further help you sell your product or service, but Marketing aims to deliver standalone value for prospects and consumers through content.
Why branding is important
Branding is essential to a business because of the overall long-term impact it makes on your company. Because branding changes people’s perception of your brand, it can drive new business and increase brand loyalty. is about getting your prospects to see you as the sole provider of a solution to their problem or need. In its essence, Branding is vital for :
To create a sense of identity in your customer’s eyes
Branding plays a vital role in getting recognition from your ideal customer and how they look at your product. Good branding can create the image of your business on your customer’s mind. The more and more you will be recognised, the more your brand loyalty increases as It would be easier for people to trust you and hence to buy your product. Recognition is what shifts a company from being ‘a just another company’ to ‘a brand’.
A good example would be ‘Colgate’. In India, Colgate’s word has become synonymous with ‘toothpaste’, Colgate has created a strong recognition as its name itself as toothpaste, strong enough to replace the word ‘toothpaste’ itself with ‘Colgate’ entirely across the nation. People in local vendors don’t ask for toothpaste, and they directly say the name ‘Colgate’.
To stand Out
As a business, you can’t be alone forever, and there might be hundreds of other companies in the world selling products or services like yours. So, you need to create a unique brand image. Branding helps you create an identity unique compared to your competitors. It enables you to convey your ‘why’, mission, vision, and personality of your company, thus increasing your customers’ chances of selecting you over others.
So let’s take Apple as a brand. Apple has differentiated itself as a premium product, a status symbol in the tech industry. Apple’s products are not just another gadget; they have created a robust environment for every product that they synchronize so well that it feels seamless, so what is differentiating factor here? Well, that’s the experience they give, and thus, the customers are willing to pay more for it.
Many employees need more than just money — they need something to work toward. When employees understand the mission of a business and its reason for being, they are more likely to feel the same pride and work in the same direction and achieve the firm’s goals. Because having a solid brand is like turning the company logo into a flag, and the rest of the company can rally around.
Why marketing is important
What if you had the most delicate product line or the tastiest menu items, and no one knows? What if your customer service was so excellent it could put a five-star hotel to shame, but no one had the chance to experience it? What if no one knows about your business?
So it’s obvious you need marketing, let’s dive deep in which aspects of your businesses you need marketing.
To inform and sell new product or services
Marketing should be put in place to build brand awareness, the latest thing you are offering, or the latest product. The marketing strategy should be an ongoing process where you keep up with your competition and trend. Marketing should be at the core of what a business wants to achieve in future.
You market with some product or service or some goal in mind. To inform about your existence, you run ads or any content marketing. How superb your positioning or branding is, and you can’t sell anything if people don’t know your presence.
The ultimate goal is to make money, so utilising marketing channels can help you achieve this. Here, the marketing and strategy bridge the gap between the customer and what a brand is selling.
To Engage with customers
One of the goals of marketing is to engage and build a relationship with your customer base. Engagement is essential, as people look more to brands who provide them with a lifestyle experience, respond to their requests rather than just sold out. In any business environment, keeping your customers talking and interacting with you after the product or service is vital for repeating customer and developing and maintaining this a fine art, as not all customer feedback will be positive. This is also important for keeping your product updated or, let say, consumers’ demands and resolve issues fully to ensure that, even if the initial experience may have been flawed, the engagement after this point was informative and resolved quickly to restore that initial faith in the brand.
If you’re still struggling with the difference between branding and marketing, you’re not alone! Because they overlap a lot & many Marketers lump Branding as a part of their packages & visa-versa. As they’re both very different, and serve two masters & have their own agenda’s. Let’s compare branding vs marketing side by side so you can have a clear image.
|Branding is why –|
Why do we exist?
Why should people care?
Why are we different?
|Marketing is how –|
How do we make progress?
How do we measure things?
How do we get results?
|Branding is long-term – |
What is the company vision?
What can we disrupt in our industry?
What long-term impact will we make?
|Marketing is short-term – |
What will bring immediate results?
What will get our message heard?
What tools will we use to do it?
|Branding is macro – |
What are our beliefs?
What is our culture?
What is our voice?
|Marketing is micro – |
What software will we use?
How will we break it into steps?
Who will help us on this project?
|Branding defines trajectory – |
Where are we going?
Why are we trying to go there?
What is the intention of our goal?
|Marketing defines tactics – |
What is a measurable goal?
What are our deadlines?
What is the size of our budget?
|Branding builds loyalty – |
Why will people connect with our brand?
What can we do to delight customers?
What will make them feel inspired?
|Marketing builds response – |
How can we get more clicks?
How can we get a greater open rate?
How can we generate leads?
|Branding creates value –|
Who are we speaking to?
What value can we give?
What impact will it make?
|Marketing extracts value –|
How many people responded?
How do we increase engagement?
How will this data help us?
|Branding is the being –|
What is our personality?
What is our purpose?
Who are we here to serve?
|Marketing is doing –|
What are the actionable steps?
How long will this project take?
Who is going to drive the project?