As a marketer, you are exposed to a variety of different terms that define what goes into building both business and nonprofit awareness. Many people see marketing and branding as a whole. But they are different. Branding is focused on the heart and marketing is focused on the mind. Branding is connecting values, emotions and connections. Marketing makes sure that buyers understand and believe in the brand and what it has to offer.
In the 1950s, Philip Kotler of Northwestern University coined the word “marketing.” He defined it as everything an organization does from the moment it perceives the need for a product or service until it is in the hands of the ultimate consumer.
Marketing increases the awareness of an organization’s brand. Its role is to build the awareness of the buyers so that they do not see a suitable replacement for the product or service being offered.
Branding is the personality of an organization and marketing is how the brand is communicated.
It is well known that there are seven “P’s” of marketing. These are: product, price, promotion, place, people, process and physical evidence. There are four types of brands: business, personal, product and service brands. We will focus on corporate, product and service brands.
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Even though branding and marketing are different, they support each other. Branding determines how your audience feels about your company. It is the core principle of brand or company loyalty. A great promotional or marketing campaign may be enough to land a new customer, but it’s how that customer feels about the brand that determines whether they’ll return or recommend it.
When creating a brand, there are five elements to consider: position, promise, personality traits, story, and associations.
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What position do you want to take in the minds of buyers or potential buyers so that they look to you for a solution to solve a problem?
What promise will you make to get them to take the action you want?
What personality traits will you display that might resonate with your buyers?
What stories can you tell that resonate with buyers so that they connect with you emotionally and physically?
And how do you connect buyers with others who have already “bought” your brand message?
Branding is why a buyer should consider a product or service to solve a problem for them. Marketing is how a buyer becomes aware of the solution.
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Branding is for the long term. It’s all about positioning in the mind of the buyer to generate a preference.
Marketing is short-lived. It is a specific campaign to raise awareness and understanding of the solutions being offered. Marketing initiatives include campaigns, content, public relations, and interactions with your target audience or customer.
Branding is macro; it’s about the big picture.
Marketing is micro; it applies to tools used to generate awareness, understanding and credibility.
Branding defines the trajectory. It is the direction the organization is taking and the position it wants to be in in the minds of potential buyers.
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Marketing defines the tactics that give direction. It defines which tools, i.e. traditional or digital, will be used to achieve a preferred position in the mind of the consumer.
Branding builds loyalty while marketing generates a response. Loyalty is built by generating preference through associating values that appeal to buyers, while marketing tactics lead to buyer action.
Branding creates value, while marketing extracts value. Brands represent the values that the provider has applied to the product, service or organization providing the solution. Marketing is the way values are communicated and positioned to attract buyers to the brand.
Branding is about being, while marketing is about doing.
Contributed by Marc L. Goldberg, Certified Mentor. SCORE Cape Cod & the islands, www.capecod.score.org, capecodscore@scorevolunteer.org, 508-775-4884. Source: Sarah Sarwar, Content Creator, UI/UX Designer. /Thesis Agency- Branding vs. marketing.
