Branding vs Marketing
The difference between branding and marketing is a topic that is often a source of confusion, even within the marketing departments of large organisations. While at first glance they may appear almost identical, there is an important distinction between these two practices. So what is it that actually separates them and why are they both so important?
What is branding?
Branding is the practice of creating a name, symbolordesign that identifies and differentiates a product from other products. It is the foundation on which all marketing activities are built and, ultimately, is at the core of all marketing activities. Brands are all around us and range in size from global brands, such as Facebook and Coca Cola, right down to smaller brands, such as your suburban butcher or a local restaurant.
What is marketing?
Marketing, is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” These actions are all informed by the brand for which they are being leveraged.
Marketing, for example, often includes advertising, marketing collateral, content marketing, point of sale material and promotional videos.
So how does branding and marketing fit together?
Branding and marketing are intrinsically linked and feed into each other. Ultimately “the brand” is larger than any one marketing project. While marketing strategies come and go, it is the brand that will come first and will remain as the common denominator between all of those efforts.
Branding is the personality, character and composition of your product or service, while marketing is the process of identifying, anticipating and satisfying customer requirements profitably.
Now that you understand the differences between the two, you are in good stead to ensure your activities for brand and marketing align to produce communications that build awareness of your business and increase your audience.