As a business owner, it is essential that you understand branding and marketing both in great detail, so that you can effectively utilize them together. Below is a closer look at the differences between marketing and branding.
We encounter both marketing and branding every day, but what’s the difference? Illustration by Vladanland.
First things first—before we jump into the differences between marketing and branding, let’s first cover what, exactly, marketing and branding are.
In a nutshell, branding is who you are—and marketing is how you build awareness. Branding is your strategy, while marketing encompasses your tactical goals.
Think of marketing as the actions you take to connect with your customers and get them to buy your products or services. Branding is about defining who you are as a company. It’s your mission, your values, and what makes you special and unique. It’s your key brand elements, like your logo, your website, and your brand style guidelines. If marketing is what gets people to engage with your company for the first time, branding is what keeps them coming back for years to come.
Marketing drives sales, branding drives recognition and loyalty
At the core, most marketing strategies (think SEO, content marketing or advertising) are meant to drive results—and, more often than not, the results those strategies are trying to drive have to do with sales.
by felipe_charria
Which is great! If you want your company to succeed, you (of course) need to drive sales.
But branding takes a different—and more long-term—approach. Branding isn’t the best solution if you’re looking to drive sales. But it is the best solution if you’re looking to build brand recognition, drive positive brand sentiment, and foster customer loyalty, which is just as (if not more) important—and which, coincidentally, will have a major impact on your ability to drive sales in the long run.
So, when it comes to sales, think of marketing as a sprint—while branding? That’s more like a marathon.
The Importance Of Understanding Branding vs. Marketing
If the difference between marketing and branding are now clear, but you are still unsure of the importance of understanding the two—it all comes down to conversions. While you could create your marketing strategies with nothing other than keyword trends, and the most effective marketing methods within your industry—your conversions will be lower if your consumers are not connected to you as a brand.
Your branding is what generates a timeless connection. Even if your current marketing efforts are designed to engage, it is the ongoing branding that keeps customers coming back. Competition is fierce, and the fact of the matter is that there are companies who offer comparable products and services—or even the exact same products and services that you offer. It is your branding that will keep your customers returning for more. It is your branding that builds loyalty and trust. It is your branding that makes you unique.
Without branding, you may achieve success, but with branding, your success will be far more substantial. All strong structures have a solid starting point and foundation, and understanding the difference between marketing and branding will allow you to build your foundation of branding—and your extensions via marketing.
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