Branding Versus Marketing

Is there even a difference between branding and marketing? There is only one answer to that question: Yes. That doesn't mean the two aren't related - in fact, they interact constantly and one simply doesn't work without the other. Let's look at their differences and how they complement each other.

Branding is creating a vision versus marketing which is following through

Simply put, branding is who you are and marketing is informing everyone on who you are. When we build a brand, we build a vision for the future. Take a look at your company strategy and your business plan and have a think about what it says about your business. In order to achieve your goals, what does your brand need to look like? All of this feeds into the branding process. Once we've tackled that, marketing comes into play. Using a cleverly crafted marketing strategy, you can bring your vision to life. Marketing will communicate who your brand is to your customers and guide the right audience towards your organisation.

Branding is a long haul activity - marketing is a succession of peaks and troughs

Branding isn't a process we go through once and then forget about. It's an activity that never ends - by allowing the personality of your business to grow and develop, you can keep up with the culture around you and with your ever-developing target audience. People change, trends change - so your brand needs to be fluid enough to follow. Marketing often isn't like that - marketing can come around in peaks and troughs, with big, bombastic campaigns that last for a set period of time, before ending and the marketing team moving on to something else. A constant stream of loud marketing campaigns can wear thin on the consumer, so it's valuable to have breaks in between - whereas branding must stay strong and consistent.

Can you choose marketing over branding - or vice versa?

So what happens if you decide to invest in one and not the other? Unfortunately, you won’t see your business take off. You must invest in both branding and marketing for either to have a significant effect on your business. Marketing without branding is just shouting - but not knowing why. Worst of all, you'll probably find yourself shouting at the entirely wrong audience, rendering any marketing campaigns completely ineffective. Branding without marketing is a loss of opportunity - for you and your customers. If you aren’t telling your audience about your amazing brand, they won’t get the chance to enjoy it as much as you do. 

Many people out there have heard of marketing and branding, but assume that they are different words for the same thing, or that you can make a business work without them. Truly, to attract the right audience to your business at the right time, you need a solid branding and marketing strategy. If you're ready to get started, then begin with building a brand. The marketing can't begin without the foundation of a brilliant brand that appeals to your target market. If you'd like to know more about how we can create a brand for you, get in touch.