Branding vs. Marketing 101

In the business world, it sometimes seems like there is a new acronym invented every day or a buzzword your colleagues will become obsessed with to describe a specific process or strategy. Although some of them do sound silly, it is important to be able to differentiate their meanings while understanding the concept they are describing. 

Coincidentally, this happens all too often when describing branding and marketing. A significant amount of people believe these terms are interchangeable when in reality, they are not. 

Although these concepts work in tandem when appropriately utilized to upscale your business successfully, they could not be further apart in terms of what they are and how they are implemented in your day-to-day operations. 

How to Define Branding and Marketing 

Let’s start with properly defining each of these terms/concepts so you can better implement them within your strategic business processes moving forward. 

Many people think branding is just the logo at the bottom of your email or on the front of your office door, but it’s so much more. It reflects what you, your team, and your company represent. 

It defines what your business stands for and distinguishes you from your competitors to help shape how consumers think of your products or services. For example, this can be done through your core values, mission statement, and company culture. 

Now, let’s talk about what marketing is. Simply put, it’s the set of tools, activities, and strategies you use to promote your product, service, and company, so consumers understand the value you have to offer them.

Examples of marketing would include:

• Social media marketing
• Sponsored ads
• Content marketing
• Search engine optimization (SEO)
• Direct mailers
• Email marketing
• Television and video ad slots
• SMS texts 
• Telemarketing 

Unlike your brand, your marketing strategies should constantly evolve to gain better insight into your customers and define who they are. 

Some changes are implemented due to an ineffective campaign that did not garner the sales or attention you were expecting. Other changes may occur because you improperly identified your target audience for a new product or service you’re offering. 

There is a multitude of reasons why your marketing strategies should continue to develop and stay fresh, but your brand needs to remain consistent throughout this process. 

Maintaining a consistent brand identity is essential because it allows you to build long-lasting relationships with your consumers, which in turn helps you better understand their needs and creates brand loyalty.