How Branding Is Different From Marketing?
Do you think Branding and Marketing are one and the same? If so, you are not alone. It is easy to get confused, as both of them are undoubtedly connected; but different. As a business owner, it is essential for you to understand this difference, so that you can leverage it for the best outcomes.
Let’s first understand what is Brand?
A brand name is among the most fundamental and long-lasting assets of a firm. Marketing seeks ways to enhance this value through brand extensions and other means. Brand names help the buyer through a bundle of attributes about the product or service that increases their confidence that they are making a satisfactory purchase. It may bring to mind certain product attributes, such as “organized”, “durable”, “reliable” and “pleasurable” or may speak about buyer’s values.
For example: What comes to your mind when you visualize a person owning a top-end Mercedes? A wealthy, middle-aged business executive, right? The brand will attract people whose actual or desired self-images are congruent with that of the brand.
“A brand is not a name. A brand is not a positioning statement. It is not a marketing message. It is a promise made by a company to its customers and supported by that company … I may have intelligent agents that can go out and assemble pages of reports on every camcorder on the market, but I don’t have time to read them. I’ll buy Sony” (Sterne, 1999)
What is Branding?
Branding is expressing your brand’s personality and purpose to your customers. Effective branding is highly important to the success of any business since it will convince clients of the greater value they will derive from the products or services you offer, and how they are different from those of your competitors.
How is Branding different from Marketing?
Branding is who you are—and marketing is how you build awareness.
So what comes first? Branding or Marketing? Well, it is like answering Which came first egg or hen?
Branding is central to your marketing strategy, so it comes first. Essentially defining you as a brand is essential before one begins with devising its marketing strategy, goals, tools, and tactics. One cannot market a brand that hasn’t been designed yet. Both of them require a robust strategy.
|Goal||Sustain customer attention||Get customer attention|
|Driving Force||Recognition & Loyalty||Sales|
|Approach||Long Term||Short Term|
|Attributes||High commitment to quality, community, convenience, & communication||A mix of text, keywords, photos, charts, graphs, and videos|
No matter if you are a startup or a large enterprise, you must be conducting your business in a sea of competition. To outsmart it, you need a highly responsive branding and marketing strategy in place. To get the customer’s attention, you need a rock-solid marketing strategy; however, to sustain it, a highly committed branding strategy is required. Your brand may be absolutely innovative, but to break through the clutter and get it in front of the right audience, marketing can help.
Marketing strategies like SEO, Social media Marketing, Content Marketing, Influencer Marketing, etc focus on generating tangible results in terms of leads or sales. Without a second thought, they are crucial for your sustainability; however, branding focuses on a long-term approach that focuses on intangible results like recognition, drive positive brand sentiment, and foster customer loyalty. This is why branding is like a playback singer, who makes the song best seller and capable to promote.
While marketing strategy is time-based i.e it has a particular beginning and end, based on this time frame, the various activities are conducted, but in the case of branding, it is forever and ongoing. Shaping your brand and fostering a meaningful relationship with your customer as and when your business grows is essential.
Approach decides the impact, as branding is an ongoing and continuous process, the impact usually is long term, whereas, in the case of marketing, the tactics either organic or inorganic lasts until the marketing activity is on, once it is done, the impact fades away gradually.
Asking a slew of questions like as a brand, Who are you? What do you offer to the marketplace? What are your core values? And, above all, how are you going to communicate about your brand to your target customers? Can help you understand the difference. Branding attributes high commitment to quality, community, convenience, & communication, while marketing is a mix of text, keywords, photos, charts, graphs, and videos.
So where do they overlap?
When it comes to selecting the imagery that can be utilized on an ongoing basis, marketing and branding become one and the same. For example- The brand palette will be reflected in all your marketing campaigns.
Lastly, marketing can help you achieve success only when it is accompanied by branding, as a solid foundation is essential for your brand to grow and sustain. Branding is that foundation and marketing is an extension. Both are essential and understanding the difference will allow you to project your business much efficiently.
Are you willing to know how Branding and Marketing can play a critical role in shaping your business & how they can make a difference? Reach out to our experts!