Starting a business often comes with two buzzwords — branding and marketing. The two have a vital role to play in the success of a company. Some people mistake these two concepts for being the same. There is some difference between branding and marketing.
If you want your business to prosper, you need to know the difference between these two concepts. You also need to understand how effectively you can use them to boost the popularity of your business.
Here, we will discuss the differences between these two vital elements of a business one by one.
What is marketing?
Marketing is referred to as a set of processes, tools, and strategies used to promote products/services and the company. In other words, it’s the action you take to approach your audience and compel them to purchase. It’s more into sales.
What is branding?
Branding is a part of marketing focused on shaping up your brand identity. It is about describing who you are as a business/company. Branding showcases your missions, values, goals, and what makes you unique. While you connect with the people for the first time through marketing, branding builds trust about your company in them and turns them into loyal customers.
Consider a brand like “Apple.” Whenever it launches a new product, people get excited to have it. Why? Simply because it has created a niche for itself and people who own Apple products already trust it and show their interest in buying new launches. That’s how branding works.
Differences between branding vs. marketing —
As you have already known what branding and marketing are, it’s time to understand the differences between the two. Let’s check it out:
- Marketing focuses on gaining customers’ attention, while branding works to keep this attention.
- Marketing is more into driving sales; branding builds loyalty, identity, and recognition.
- First comes branding, then comes marketing.
- Marketing strategies change, but branding remains forever
People often like to do business with brands that they trust. While marketing helps get your business in front of them, you have to build a brand that people can believe in if you want to turn them into loyal customers.
In short, the right marketing plan will set your brand apart from others. But branding is also required to build a relationship, create a long-term connection and keep your customers coming again and again.
If you want your business to succeed and drive more sales, which is excellent — branding or marketing?
As compared to marketing, branding takes a long-term approach. But if you’re looking for sales, it doesn’t fit. It’s best for brand recognition, fostering customer loyalty, and creating positive brand sentiments.
When it comes to sales, marketing does the job.
Branding comes first, marketing afterward.
Remember the adage, “which came first, chicken or egg?” The same is applied here when talking about branding and marketing. When you build your business, branding comes first, it’s because you cannot market a brand if you haven’t created it yet. The moment you decide on a name, create a custom logo, branding starts.
You have to focus on branding before creating a marketing strategy. Who are you as a business/brand or company? What is your mission? What are your values? What unique products/services you have to offer? And, how are you going to reach your target customers?
When you answer these questions, you can think of marketing. Because once you start with branding, you can know your customers best, find ways to connect with them and understand who you are as a brand.
Marketing is for the short term, and branding is for long-term
A successful business needs active marketing; there is no doubt in that. But these marketing strategies are for a short time. Every marketing tactic is going to end.
Branding, on the other hand, is different. It doesn’t matter in which phase of the business you are; you always need to define yourself as a company, form a brand’s perception with your audience, and build a meaningful relationship. As your business grows, you need to grow your branding with it as well.
In a nutshell, marketing stays for a short period; branding is a continuous process.
Branding is as much effective for your team as it’s for customers
Your business might have a team of people accountable for creating and implementing marketing strategies, right? Besides their role, they are not going to be affected by your marketing. But they are going to be impacted by your branding.
It can have as profound impact on the team as it creates on your target customers. When customers believe in a brand, they don’t mind buying their products or services. Likewise, when employees trust the brand they work for, they showcase more dedication, push themselves, work hard, and share their best ideas. As a result, your business starts growing.
Your team is responsible for creating your marketing strategy. But before that, make a brand that excites them.
You own your marketing, but customers own your brand
Banding is not as easy as it looks. There are some vital aspects without which you cannot create your brand value.
Believe it or not, but your brand isn’t actually your idea. You cannot control how your it is perceived by your customers. You need to understand the key differences between branding and marketing and don’t get confused between the two.
While marketing is all about storytelling, branding needs a brand to be more into listening than talking. Customers can clearly tell what your company. They have a better idea than you have as a business.
Those brands grow fast that use their understanding of the differences between branding and marketing and create marketing campaigns that harmonize with the two.
Such brands, instead of talking, always listen to their consumers and leverage their expectations as well as values to explain their standing as a brand. Also, they create marketing campaigns to reflect those values through unique but simple methods.
Now, you know the difference between marketing vs. branding. Remember, branding isn’t a one-time thing that starts at the beginning and ends after completing its task. Instead, it’s an ongoing process. On the other side, marketing keeps on changing as per the demand, situation, and message that has to deliver.
Keep these differences in mind to create campaigns that would succeed.
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