Understanding the difference between Marketing and Branding

Marketing and Branding are two of the most used words in the business industry. Although they are connected and function together, that is why they are also commonly interchanged, they are not one and the same. Small and big businesses have trouble separating the two. Even their own marketing departments misuse them because the differences are not clearly defined to them.

It is important to understand what Marketing and Branding are in order to properly address the needs of companies to build up both. Businesses have to be aware of how each function differently and how they should be built up together. Because when these two are wrongfully interpreted and used, the chances of leaving out the other is very big and can cause huge problems to a company in the long run.

What are the differences?

In an article from MicroArts, they creatively used the sun and the moon to illustrate the basics of Marketing and Branding. The word Branding was easily described as the sun – the source of all life, light, and warmth. The brand you have is the reason for everything you are doing. Basically, it is the very foundation of the existence of your business and company. On the other hand, the moon aids in providing light at night by reflecting the sun to the earth. Basically, Marketing functions in that manner. All tools and efforts used are to attract customers and buyers to your brand. Any part of Marketing that will go awry can be an advantage to your competitors.

Branding

It is built and defined by the core values and principles of your business. In other words, it is at the core of its identity. Branding is very important because it serves as an expression of the value of everything about the business, not only its core values, but it also translates into the products and services offered by the business. Branding is the reason behind all marketing efforts, and while it does that, it is what directly tells the customers what your business is and what you have got to offer them.

To help you build a brand, you can add the following questions after setting your core values and mission statement. How do you want customers to feel when they see, hear, or read your brand? How do you want your customers to see your company? What do you want to be your company’s professional sense of style? What makes you unique?

By having a clear definition of the identity of your business, you can then cultivate the idea of how you want to express it to your target market. It is then that you can lay out all your marketing strategies on how to make your brand create an impact, and make its image last.

Marketing

While Branding supports Marketing, Marketing does the same for Branding as well. These are the tools, strategies, and materials used to deliver your brand and its message to the market. It is a vast landscape of endless ideas and creations that cater to the different marketing needs of a company. It involves skilled professionals who are responsible for placing an image, using texts and other visual strategies to make a mark in the minds of people. Online and offline marketing methods are used to boost up the image and level of popularity of a company.

While Branding remains constant, Marketing shifts from time to time. It constantly changes and evolves, based on the shifts in the market (like the different trends that consumers follow) or on the products and services offered by the company. It is the force that pulls customers to buy what you are selling.

Which is more important and which should come first?

Both Branding and Marketing are very important parts of a business. One cannot exist without the other. An imbalance in both can also cause serious damage to the company. Because Branding should precede and underlie all Marketing efforts, it should be established first. You cannot build a strong house if the foundation you have built isn’t rock solid. By clearly defining your identity first, customers will have no difficulty identifying and remembering you. When your brand is set right, all marketing efforts will flow much smoothly.

Remember that Marketing may be responsible for making a place for your brand in the market, to be seen and to attract customers, it is Branding that makes loyal customers. You should not pour out all your efforts into Marketing and neglect your Branding. The brand that you make will help generation after generation of customers trust and support you, no matter how many modern upstarts will try to compete with you.