With so many podcasts and blogs about branding, it would seem that even professionals are driving more into the darkness when it comes to the true difference between these two elusive concepts: branding and marketing.
But things are easier than they seem.
What is “branding”?
Branding is the process that grants your brand name its personality and identity. It is the process that plants relatable characteristics within the user-base. Not only as an awesomely-alone company, but also as a stand-out from the crowd.
Branding is what gave Toyota their easily recognizable trait of reliability. Volvo their safety records. Mercedes their sensual German elegance.
What is “marketing”?
Consider marketing a portal through which a two-way relationship is weaved with your audience. A process of convincing your followers with the attributes of your brand, during which you engage all forms of advertisement and promotion. Marketing targets people’s long-term feelings about your service or product, and aims at getting into your web of neurons and presenting to you the brand’s benefits. After all has been said and done.
In other words, marketing is the confrontational body of your company. It is what interacts with customers face-to-face.
How do branding and marketing go hand-in-hand?
Marketing and branding are, in fact, intertwined. They both swim in the same pool.
Here is the corner stone of their relationship formula: “Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does,” as former Starbucks CEO Howard Schultz once said.
Branding is the strategy. Marketing is the tactic. “But aren’t they the same thing?”, you might be asking.
If anything, branding is the core dynamo that runs your brand. What will end up remaining after a marketing campaign has swept by social media platforms? The brand. Its personality. The gusto that glues to your memory after you have purchased a product.
But how did your customers get introduced to your brand? What works on sustaining it and pumping more years into its life-span? Here comes the role of marketing.
marketing and branding are co-dependent, two processes that can exist alone yet are only effective when implemented in synergy.