Branding vs Marketing: The Differences

Ok, so first up: both marketing and branding are both excellent (and essential) tools for making your business stand out.

AND, a brand becomes more valuable through marketing.

But what is the difference between the two?

Branding is differentiating yourself from your competitors. Marketing is how you showcase your “USPs” (Unique Selling Points) and reach your audience.

Branding is the WHO YOU ARE (think visual identity) and marketing is the HOW you sell your products/services (goals).

What Is Branding & Where To Start

If you are thinking of starting a business, or you are already a business owner, when determining what your brand is, try to think about these things:

• What makes you unique? How does your brand/business deliver something different to the competition?
• What kind of feelings do you want to evoke? When your customers interact with you, how do you want them to feel?
• What matters to your business? What are your core values or principles? Are you eco-friendly, for example? Did you know consumers are even willing to pay more for brands with a clear purpose.
• Do you have a mission statement? By this we mean, what do you want to accomplish with your business (other than making money)?
• What is your brand’s personality? How do you communicate with your audience? What type of language do you use on your socials, for example? Do you opt for a banter approach, playful, or purely professional?

Branding Tip

Try not to be overwhelmed by branding. Having a clear branding strategy provides a myriad of benefits, both internally for your business culture, and externally with your audience.

A strong brand will help to shape and manage customers expectations, and what they will get when they use your services or products. Don’t be afraid to define who you are.

Marketing — What You Need To Know

To use a sporting analogy, you have your team squad, now we need to talk tactics.

Put simply (and as the graphic shows) Marketing is the HOW. Think of marketing as the tools and strategies you can use to deliver your brands message, and ultimately sell your products and/or services.

A key differentiator to branding is that marketing strategy is tactical and can be easily measured; providing key data for businesses to know what works and what doesn’t. Marketing is fluid and always evolving.

Different types of marketing include:

• Social Media
• Email Marketing
• Search Engine Optimisation (SEO)
• Paid Search (PPC — Pays Per Click)
• Blogging/Vlogging
• TV & Radio & Podcasts
• Offline Marketing (Print/Direct Mail)

These are a handful of marketing examples. Most businesses will be using (or should consider) a combination of these; usually off and online. Depending on your business, you may not need (or want) to be in all these spaces. Or, as we see with many new and small businesses, start marketing through a few channels and branch out accordingly (and where budget allows).

We work with a lot of businesses on both branding and marketing strategies. When working on a marketing strategy we ask the following:

• What are your business goals? Both short and long term? This can include a specific sales figure or amount or visitors coming to your website.
• Who is your target audience? What do they want and need? Businesses are often hesitant when answering this. Sure, you want everyone to be your customer, but in reality, who is your product or service for?
• Where are they likely to be? What type of media are they likely to be using? Will they be on social media; and which channels? Or will they be more easily reached through direct mail?
• What are your competitors doing? Don’t be afraid to check out your competitors. This is healthy, and sensible. How are they selling their products and services? What is their price point? How are they connecting and providing for their audience? Are they offering discounts or any special offers?

A Summary

So, we have determined that marketing and branding are two different concepts, but they work closely together. They are also strongest when working together in tandem.

Even if you’re a new business waiting to see how trends develop in your given industry, take some time to think about and define your brand.

When it comes to branding, consistency is key. Great brands don’t become successful overnight, but they do, consistently over time.

Your marketing strategy can then be a tool that can change to suit the evolving landscape, and your audience. Your marketing will also provide you the data and feedback to better understand and cater for your audience; improving your business offering and in theory, conversions.