I continuously get the question, “what is the difference between branding and marketing?” Some believe that they are in fact one in the same. Well, they are in fact quite different with only few similarities, but they are connected. Knowing the difference between branding and marketing is essential, because as a business owner effectively utilizing both of them will help with your brand’s success.

What is branding?

Branding is telling the story of who you are via your imagery, colors, verbal and written content and logo. It is your promise to your client. It is a strategy that you use to inform customers what is unique about you. Having well thought out answers to the items below helps you build trust with your customers one of the hallmarks of branding:

• Your Mission Statement
• Brand Positioning Statement
• Brand Value Proposition
• Brand Message
• Brand Voice & Tone
• Brand Personality

This will also help your consumers know exactly what they can expect of you and what experience they can expect to have. This is the starting point for your marketing efforts.

What is marketing?

Marketing is your efforts to build awareness to your brand. It is essentially the use of various tools to deliver your brand’s message. Unlike your branding, marketing evolves and it also changes. It can be vast and wide and it can be applied to focused sectors of your niche. There are many ways to market:

• Radio
• Print Campaigns
• Social Media Marketing
• Mobile
• Television
• Pay Per Click
• Content Marketing

To be sure, there are more methods of marketing and these methods will change and more will be added. However, when it comes to branding, that rarely if ever changes.

Branding or Marketing, which is primary?

What you have no doubt come to see is that your branding drives your marketing. It is at the core of your marketing efforts simply because it gives marketing the fodder it needs to create strategy campaigns that show your business’ culture, message, values and core competencies. So, yes branding comes first. Remember, I said that branding is all about defining who you are and you must know who you are before you can effectively market to others. Your branding is what creates loyalty in your consumers and makes them want to keep coming back for more. Any business can market to consumers, they may even have the same products and services you do, however if that consumer loves your brand and the benefits it derives from it, you have created brand equity with them and that keeps them loyal. A marketing campaign does not give your consumers the quality, culture and communication they desire, it is their every interaction with your brand that does that. Your marketing attracts consumers.

In summary…

Your branding is what builds connection with consumers. It makes whatever success you may currently have even bigger. It is your branding principals that consumers point to as their reason for patronizing your brand. Your branding is your “secret sauce” and your marketing is an extension that allows consumers to know that you have a secret sauce and what that entails. Your branding is what makes your business truly unique.

Caroll Atkins, Brand Stylist / Creative Director
Insta: @CarollAtkinsCreatives