“But aren’t branding and marketing the same thing?”
Ouch. That hurt our ears. The truth is, marketing and branding are two very different concepts. Branding is built on defining who you are as a company. It’s about your mission, your values, and what makes you special and unique. Marketing is the tools and strategies of how you go and tell that to the world, getting your message in front of the right people in the right places at the right time.
Breaking it down
Many think splitting the difference is like splitting hairs, and it’s like asking whether the chicken or the egg came first. Yes branding and marketing share big picture goals and often work in tandem, but both have distinct roles and individual goals.
At the risk of repeating ourselves, and for your benefit, no, branding is not simply your logo. And although your purpose, your position, your personality, message, story or promise make up your identity, it’s not only the creation, development or design of these. The act of branding is how you express your brand in the market. It tells a story, connecting with your audience on an emotional level— the who you are and what you stand for.
And marketing? Well that kettle of fish makes up the collection of distribution tactics brands use to place their messages into the market. It’s how you get your brand seen, communicating your brand to attract the right audience. The goal here is to influence your audience to buy (thanks to the power of your brand of course). Marketing is more focused on driving the engagement that will bring sales and comes with a sense of urgency. Branding is a focus on the long game. They go hand-in-hand to build your business.
Chicken or the egg? Which comes first — Marketing or Branding?
Because marketing drives sales and gets the initial traction for the brand, you could be forgiven for thinking marketing comes first. It’s the messaging that fills up your marketing buckets that comes directly from the brand and the brand strategy. And that’s not a bucket you want holes in. Marketing only comes into play after the brand has been built with a clear brand strategy in place to deliver the goods.
The Importance Of Understanding Branding vs. Marketing
If the difference between branding and marketing are now clear but you’re still unsure if it really matters, let us tell you a little tale about conversions and awareness. While you could go about creating fancy marketing strategies with nothing but keyword trends, and fire off the most effective industry marketing methods — your conversions will be lower than a limbo contest if your consumers don’t feel connected to you as a brand. Think of brand as your strategy and positioning, while marketing is the path to get you there, to realise that strategy.
Your branding is what generates a lasting connection. Even if your current marketing efforts are designed to engage, it is the ongoing branding that keeps customers coming back, and bringing their friends along with them. Competition can be fierce, and the fact of the matter is that there are companies who offer comparable products and services to yours. It’s your brand that’ll keep customers coming back for seconds and thirds. It’s your branding that builds loyalty and trust. It’s your brand that makes you stand up and stand out.
What do you do with all this information?
Thought you’d never ask. Look your brand in the mirror and ask, do you have a strategy? Or are you just winging it? Chances are it won’t respond. And that’s when you get in touch with a strategic brand agency to hold the mirror up for you.
Brands of substance are the ones that cut through the noise of saturated markets and industries. And the ones that last.
Get in touch with us to get in touch with your customer.
