What’s the Difference Between Marketing and Branding?
The difference between marketing and branding is similar to the difference between the morning star and the meteorologist.
Marketing is a broad term that encompasses all the various tools and methods used to advertise a company.
On the other hand, branding is a broad term that encompasses all of the various styles, traits, and values that a company holds to differentiate it from its competitors.
Just like the morning star, the meteorologist provides us with an overview of weather conditions for a particular day, but marketing isn’t so precise.
Marketing and Branding Explained
Simply put, branding is more than just a look, logo design, slogan, or a tag line.
It’s the entire philosophy and purpose behind everything you are, your company, and everything you stand for.
On the other hand, marketing is more than just using the right marketing methods – branding is everything about marketing.
A significant distinction between branding and marketing lies in how they attempt to achieve their goals.
By definition, marketing is the act of selling a product or service in hopes of obtaining a return on investment.
On the other hand, branding is more directly linked to the goal of building a consistent and identifiable visual brand that is impossible to be erased, destroyed, or changed.
A branding strategy will attract attention, creating a recognizable visual brand that can’t be erased, damaged, or changed.
This is done through various advertising techniques, including design, creative branding, and strategic messaging.
Marketing and branding are very different in the way they accomplish this goal; branding focuses on creating a positive impression while marketing relies solely on the cost centers of distribution and patronage.
When looking at the significant differences between branding and marketing, it becomes clear that there are huge differences between the two.
Although there are similarities, one cannot be considered an overall solution to the problems associated with either.
A comprehensive approach must be taken when analyzing any branding or marketing campaign to get a better understanding of what it is that you are trying to accomplish.
Here are some of the significant differences between these two marketing methods:
Branding relies on making a promise delivered straight to the target audience.
It is hoped that this message will bring about a positive change in the consumers’ lives, who then will make a buying decision and help your company progress in its industry.
For branding to be successful, there needs to be a strong promise delivered straight to the target audience that is believable and can become a fact.
The promise then needs to be in a format that anyone can easily understand, which increases the company’s brand value.
One of the biggest draws that branding has over marketing strategies is that branding promises a leveraging level over the other.
Because of the high level of leverage that it offers, the branding company does not have to work hard to promise it’s coming back to the consumer.
For this reason, branding often comes across as being far more flexible than a marketing strategy.
Additionally, a branding strategy is typically implemented over several months or years and is heavily affected by the testing phase’s success.
Therefore it is far more likely to be effective than a marketing strategy.
A branding strategy tends to be focused on one product or service.
Therefore, if a brand can be established for one product, it is likely that the brand will not worry about looking like anything else.
Because the branding company has already created the look that consumers are used to seeing it, no extra effort will be required to make the product unique or make it seem like something new.
This allows a brand to get a higher spot in the market because it looks like it belongs instead of being found.
Finally, branding is not concerned with creating a whole new image or impression.
Instead, branding tends to be about making a positive mark on the existing image that is already there.
In other words, branding is not about creating a whole new impression but rather making a positive mark on the existing image.
Branding then tends to be all about positioning itself against its competitors and creating a positive association between the brand and consumers to drive business.
While marketing focuses on the whole concept of competing with others in a particular market space, branding only has to worry about positioning itself against what is already there and making an association with consumers to drive business away from its competitors.