Digital Marketer and Technical Content Writer Call Center Hosting
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Marketing vs. Branding: What You Need To Know

8th May 2017
Digital Marketer and Technical Content Writer Call Center Hosting
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Various tags have been used in our industry. And that sucks. Those words sitting with your logo – are those the slogans or your brand promise? And what about the logo – is it a brand or a company name?

While all this could seem difficult for few to understand, but any copywriter would tell you how important words are. While the correct usage can spur the needed action, the wrong can leave your audience yawning. In fact, the major confusion lies around the two big tags used in industry – Marketing and Branding.

The term is often used interchangeably and that would leave you wondering if there is any difference between the two at all. While the two are closely connected and intended to enhance demand, there are some major distinctions which should not be ignored as both have specific uses. 

Branding is strategic while marketing is tactical.

We understand what you are thinking. “Isn’t strategy and tactics the same thing?” No.

Marketing pushes out a message to get results while branding is the communication of attributes, values, and characteristics that clarify what your brand is and sticks in the mind of your customers. 

Marketing contributes to branding, but branding is much more than discrete marketing tactics. Businesses should determine their overall strategy before coming up with tactics to achieve their business goals.

You have to determine your strategy before brainstorming specific tactics to achieve goals. Marketing tactics will come and go, but branding will last forever.

Marketing activates buyers. Branding makes them loyal.

This works for all organizations and businesses. Selling is a constituent part of all companies. The way they sell could differ and each person in the organization is either building or decomposing the brand.

Marketing is everything that communicates anything to a customer. Marketing guys can say anything about their company within their marketing campaigns and is a deliberate business activity to bring together the sellers and buyers. However, the actual delivery of campaign’s promise is the real litmus test of the brand experience.

If you don’t deliver the promises made by you, you might as well disappear because, in this day and age of World Wide Web, your brand management cannot be left as an alternative option.

Branding helps you get potential buyers to remain loyal to your company. It is a cost center but with an everlasting return – customer loyalty. For example, pick up the same brand might bring about feeling of security. “When I buy Dove shampoo, I know my hair will look good and shiny.”

On the flip side, not being able to get the same brand might stimulate the feeling of fear.  “If I don’t use Dove, I might damage my hair.” 

Isn’t that a connection Dove has created with its customers that keep coming back to them because they believe in the brand?

Businesses own marketing. Branding is owned by your customers. 

Marketing is easier to comprehend and control. You control how people perceive your business by controlling what you present to them. This is similar to what you choose to wear in a formal party. Yes, you are being judged when you walk in pajamas. 

And then, something little happens between all your marketing efforts and consumers’ actions – that’s branding. They might love it, hate it or might even feel relatively indecisive. 

Now if let’s say you are Mark Zuckerberg, you have already established your brand and value. The pajamas will not have a negative impact on the image created by you. 

Thus, it is critical to creating a positive brand experience for your customers. Essentially, a brand is what your business achieves through marketing techniques, be it through social media or web presence. 

Marketing is short-term. Branding is long-term.

Marketing is all about creating a message to grab customer’s interest. Marketing efforts are sales-oriented and are usually aimed at one-shot deal of converting prospects into customers. 

However, branding is not a one-time thing that you do for your business, but an ongoing effort that permeates your business process and needs your loyalty and dedication in order to reflect in your work.

Marketing efforts will stem off of your brand to help build a consistent identity, but branding would define the crux of your business and the essential value.
No brand is built overnight. For a brand to survive, a long-term commitment is required. And most importantly, they need a sustained commitment to creative excellence. 

You may achieve success without branding, but your success will be far more substantial with branding, thus making it one of the greatest investments one can make. 

Marketing delivers. Branding is promise delivered.

When making a promise to your customers with everything you do, be successful and must deliver that promise each time. Thinking of a brand as a badge, a logo, a tagline is a tiny segment of what brand actually is. At its core, it should touch every aspect of your company.

Marketing, on the other hand, helps your business communicate the promise you made to your customers. Marketing is based on your brand values, personality, and tone of voice defined by your marketing team. For people to be able to trust, your brand requires a shift in your marketing efforts. 

It’s no more “Proof first, Promise Later”. In fact, you have to “Promise and Prove” at the same time. 

Wrapping it up

Branding is not the same as marketing – Branding is an image of a product or service that customers connect with. Both are unique in their own way and done best in conjunction with the other, along with a balanced effort. 

Every business needs both branding and marketing. But it’s important for businesses to understand the difference among the two since you need to hire people with appropriate skill sets and build them with intentionality. 

What matters the most for any organization is to effectively communicate their goals to the audience.


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