Branding vs Marketing
Q: What's the difference between branding and marketing?
As a marketing professional with a business degree who has applied my real-world knowledge in a variety of industries, one question seems to come up more frequently than others. When working in a company that is attempting to launch a campaign or undergo a rebrand, you may notice a mix-up between branding and marketing. While the confusion is understandable, each field has its own set of characteristics that distinguish it.
Branding
Branding is the connection between a company and its customers via various touchpoints. I prefer to look at it from the perspective of the individual. Everyone is unique and can be summed up in a few key characteristics. The same as a brand.
Consider how Redbull is associated with being extreme, adrenaline, and eccentric. Here are some examples of branding techniques:
Determine who your intended audience is.
Position your product and company.
Define the personality of your company.
Select a logo and a slogan.
With branding, the overall identity of the brand is defined, which includes its beliefs, culture, voice, vision, and personality. How would this brand behave if it were a living being? Who would it associate with? Would it be lighthearted and informal, or serious and formal? Identifying this will assist you in understanding the messaging required to promote your brand.
Marketing
Marketing is how you spread the word about your brand! The following are some examples of marketing methods:
Implement brand promotion strategies
Track your progress.
Build market responses
Create leads, content, and engagement.
If you want to grow a business, marketing cannot be viewed as a one-month or even a one-year endeavor. It never ends. You must constantly communicate the brand's product/services to an audience and track the results.
Key Takeaway
Consider the following to help you understand the distinction between branding and marketing. Branding is the process of defining who you are as a company. While marketing is defined as the collection of tools, processes, and strategies used to actively promote a product, service, or company.
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