There’s a common misconception that marketing and branding are the same things. The truth is that even though the terms “marketing” and “branding” are often used interchangeably, they are two different terms with two distinct purposes. Branding encapsulates your business’s persona, voice, and message, and is all about how you develop these traits throughout the business. Marketing, on the other hand, refers to the process of using advertising and promotion to communicate your brand’s persona and messaging to others. Another way to think about the difference between these two terms is that branding is the story and message you share with customers, while marketing is the way in which you share that message. Marketing typically involves tools like social media, email marketing platforms, SEO, and advertising, while branding involves logo design, voice and tone, brand naming, taglines, product and service names, labels and packaging, web design, blog and email content, and more.

To learn more about the nuances of “branding” and “marketing,” along with how they work in tandem with one another, read below!

What is branding and how can I execute it successfully?

Branding is the foundation of a business’s identity and is the unifying element that gives a business its distinct personality, message, and reputation in the marketplace. Branding defines your organization--its goals, vision, values, and personality--and shapes how your products and services stand out from the competition. Without a strong brand identity and brand message, your business cannot facilitate meaningful outreach to customers, grow and evolve, and survive in an increasingly competitive marketplace. 

Marketing is required for branding to be successful, because only by pushing out content about your business and its message can you establish and reinforce its customer base. In addition, it’s important to do market research before creative branding begins, as this allows you to identify your target audience for a service(s) and/or product(s). Ultimately, branding is what builds trust, loyalty, and customer retention. While marketing campaigns are temporary and drive sales for a particular product or service, branding stays for the long-term. 

Some examples of branding include:

• Tagline: To learn tips and tricks for developing a tagline, click here.

• Logo: To learn more about the process of creating a logo, click here.

• Colors: For tips for creating the perfect color palette for your business, click here.

• Fonts: For tips and tricks for choosing a font, click here.

• The story you tell about your brand

• Your brand’s personality 

• Packaging

• Labels

• The words you use when writing or speaking about your brand

• How your brand appears when you engage with your audience 

• Tone

What is marketing and how do I market my brand?

Marketing centers on taking your business’s brand identity and promoting it to your target audience. In order for marketing campaigns to be effective, a brand must have a solid, cohesive look and feel; otherwise, a customer might feel confused or unsure about a brand’s authenticity. Marketing helps to capture a customer’s attention through outlets like social media ads and email campaigns, while branding allows you to keep their attention long-term. Marketing is all about consistent and carefully targeted outreach that allows your brand to gain visibility and make its mark in a competitive marketplace.  

Some examples of marketing include:

• Social media campaigns

• Social media ads

• Email marketing campaigns

• Digital ads

• Pamphlets and flyers

• Newsletters

Should I start with branding or marketing?

We recommend that you begin by doing market research so you can understand the ins and outs of your target audience: who they are, what they want, what motivates them to take action, etc. Once you have a grasp of the primary audiences you’re targeting, you can use that information to guide the creative branding process, keeping in mind the messaging, brand story, and visuals that are most aligned with these key groups. After the branding is established, your team can then begin to implement a marketing strategy for how to unveil the new brand, product, or service. 

How can I optimize my branding and marketing?

Despite their differences, branding and marketing are intrinsically linked and dependent upon one another. Branding’s success is contingent on effective marketing and outreach efforts, while successful marketing is contingent on establishing a strong, memorable brand identity. Acing these two critical facets of your business requires developing a thorough brand strategy, marketing plan, and also an awareness of when the time is right to invest in branding and marketing. For help deciding if you’re ready to invest in rebranding, click here.

While media agencies can be useful in helping with product and ad placement, creative agencies tend to focus more on branding best practices and establishing alignment between your brand identity and marketing strategies. Here at The Look & The Feel, we love working with businesses to hone their branding, identify their target audience, and create a marketing strategy that reflects the overall goals and vision of the company. To find out more about how we can help, reach out to our branding experts here.