Marketing vs. Branding

Often times we hear the terms branding and marketing thrown around interchangeably and this is extremely incorrect. As a result, it is hard to pinpoint clear goals for a company until this confusion is cleared up. Branding and marketing work together to build a cohesive user experience with your brand, but each field has its own role in accomplishing your goals.

What is Branding?

Branding is what shapes the perceptions people have about your company or product. It is an ongoing process that nurtures the relationships between consumer and company. To break down branding even further, you must first understand the necessity of constant change. The strategy in place for a company’s branding is a perpetual process, it never ends. Consumers, and the ways in which we consume are always evolving. This means, to stay relevant and engage with your audience, your brand strategy must evolve over time as well as new variables come into play.

Why Branding is Important?

Branding is not only important to gain and retain customers but also to build an identity in the minds of current and potential employees, business partners, and shareholders. It is critical because it can alter the overall impact it makes on your company’s value by building trust within the market.

What is Marketing?

Marketing encompasses the entire set of activities and tactics that a company uses to get their branding into the market. Marketing often comes with a call to action and focuses more closely on sales and lead generation.

How Do Marketing and Branding Work Together?

Both branding and marketing aim to attract people in order to grow a business or message. The marketing strategy is a form of branding, because it is part of the expression of the brand. In order to be successful, your business must have clear branding guidelines to guarantee your voice is synonymous with your overall image.

Get Started

Now that you recognize the roles of branding and marketing, it is time to build goals and a marketing strategy based on who you are as a company. When these two fields of marketing are in alignment, they complement each other, ensuring consumers feel a brand connection.