Ever wondered what the differences in branding and marketing are? This is a usual question our clients ask and while the two are connected, the differences are stark. In this post we’re going to clearly define what branding and marketing are because it is imperative that leaders understand the difference when creating effective plans for taking their business or organization to the next level.
Branding is the process of actively shaping the identity of your business/organization It is creating and sustaining the perception of your business/organization . Branding is in its nature the visual representation of what your business/organization is about and how it presents itself to the world. Branding is about how you make people feel. Good branding will help your customers/clients/stakeholders to identify you no matter where you are in the world. Great branding will keep those memories alive.
Marketing is the process of getting your customers/clients/stakeholders to connect to your brand. It is taking an active role in making sure your brand is constantly in front of customers and using specific tools to do so both online and offline. Marketing is telling your audience about your brand through different communication channels such as word of mouth, social media, television, radio and print publication like flyers and postcards. It is actively tracking how potential customers and consumers interact with your brand and buy your products. A big part of marketing is also actively making changes based on customers/clients/stakeholder behavior. It is imperative that you track your marketing efforts and the responses that you receive to them. This includes tracking user engagement and interactions in the form of responses such as surveys, clicks, form entries and of course purchases. Consistency is key, thus marketing must be conscious and ongoing.
We have seen time and time again where businesses/organizations jump into creating flyers or logos without taking the time to plan their brands and marketing strategies. Eventually these businesses/organizations return to build these strategies because they recognize that strategies are imperative for their success. Without branding or marketing strategies, it will be very difficult for them to grow. Business/organizations must take a systemic branding and marketing approach based on research, data and customers/clients/stakeholder behavior.