Marketing VS Branding: What’s The Difference?
Are you confused on what is the difference between marketing and branding?
Don’t be embarrassed if you don’t know the answer there are a lot of people who don’t know. In fact it is not just people that don’t get the difference or what they are. There are businesses that don’t either. Do you have a clear picture of what your brand is? If you are a business owner it is important to know what both are so you can utilize them both. In this article we will discuss what marketing and branding are and the differences between the two.
What Is Marketing?
Marketing is the active promotion of a brand or product. It is known as a push tactic as you have to push the message out over and over. Marketing builds brand awareness and let people know that your business exists and that they should choose your business over others. What message are you pushing out there to get sales? It is what brings in customers through social media, video marketing, blogging, SEO, PPC, TV, newspaper, magazine, radio and other marketing platforms. It can be measured in likes, shares, analytics, sales, and phone calls. You may have seen a TV commercial or Facebook ad on your phone with a celebrity. It all comes down to buy our product or services, as we are better than our competitors.
What Is Branding?
Branding is the essence of the company, service, or product. It is know as the pull strategy. Your brand is you “voice”, what your company promise is, and mission of the company. What are you communicating to your consumers when they think about your brand, see your brand, and hear your brand? Does your brand set up different values than your competitor? Branding can be measured through sentiment. Have people heard about your business? What do they say about your business when you are not around?
Customer Loyalty & Branding
Did you know that branding wins over marketing? Really why is that? Branding is what brings in customers loyalty. Branding is what will turn customers into a long relationship. What makes you want to buy certain brands has to do with branding. Branding is not like marketing where is says buy me. Branding says this is what I am and why I exist. If you like me you can purchase me, support me and then recommend me to others. Do you ever notice that when people buy a new car they usually stick with the same brand? They have had a good experience and our loyal to the brand. Think of a restaurant that you go to for years. What do you like about it that makes you keep coming back? There are so many pizza businesses for example and yet you keep going back to the same one. Competition can be fierce and it is your branding that will set you apart from other businesses. Branding will keep your customers coming back for more.
What They Both Have In Common
Both marketing and branding don’t have an end date. Just like laundry it is never ending. They both are needed to have a successful business.
What are the misunderstandings of marketing and branding?
Here are 4 misunderstandings:
Misunderstanding #1- You Define Your Brand
Even though you set up your company and your brand, your customers are the one that define your brand. Your customer’s perception of your business is what will be passed off to other people. Therefore your customers own your brand.
Misunderstanding #2- Branding Is A Simple Formula
There is no simple formula to branding. Every business is unique and not cookie cuttered. Even if they are in the same field and both Determatologists for example they are going to have different needs, values, and identities. Branding will always be a customized experience.
Misunderstanding #3- Marketing Comes First
Branding comes before marketing, as it is the core of your marketing strategy. If you are a new business owner it is important to know what you brand is, what makes you unique before you start to market your business.
Misunderstanding #4- Branding Drives Sales
Branding drives an enduring reputation and long-term relationship. Marketing is the one that drives the sales.
Marketing methods over the years will evolve. It wasn’t too long ago that we didn’t even have the Internet. Then when the Internet came social media marketing, video marketing, blogging, PPC etc. came about. While marketing methods and platform may change branding will remain the same.
Back To You…
Did you know the difference between marketing and branding before this article? Do you listen to your customers and then market it to them based their needs? Please comment below.