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THE DIFFERENCE BETWEEN BRANDING AND MARKETING

The concepts of brand and branding have been around for a long time. Marketing has also been around forever. There is often quite a bit of confusion around what branding is and what marketing is. The two terms are often used interchangeably, and we're often asked what the difference is. Before we dive into how branding makes for better marketing, its important that you understand the difference between the two. Marketing unearths and activates buyers. Branding makes loyal customers, advocates, and even evangelists out of those who buy.

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BRANDING

A brand is formed through a series of experiences. It’s the sum of all information about a product, service or organization. A brand is formed in the mind and then reinforced at all points of contact.

Branding establishes, reinforces, and enhances experiences with an organization or product. It communicates a promise to your intended audience, and creates a distinct and memorable image in the mind of your customers.

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MARKETING

And then there's marketing. Marketing is actively promoting a brand’s product or service. It's a way of reaching and engaging people. Marketing keeps your company top-of-mind among the decision-makers you are trying to do business with.

Here are some of the main differences between the two:

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BRANDING

MARKETING

Branding is why

Branding defines trajectory

Branding is strategic — vision, strategy, execution and evolution

Branding drives reputation

Branding is the reason someone buys

Branding creates value

Branding builds loyalty

Branding is the being

Marketing is how

Marketing defines tactics

Marketing is tactical — traditional, digital and unconventional

Marketing drives leads and sales

Marketing is the reason someone thought of buying

Marketing extracts value

Marketing builds familiarity

Marketing is the doing

The primary difference between branding and marketing is that marketing promotes and branding reinforces. If you have a crappy product or customer service issues, marketing can get you leads and sales, but only branding will help enhance your reputation and strengthen customer loyalty.

At the end of the day, branding provides consumers the knowledge and insight required to determine if they actually like your company, what you stand for, and if they’d like to do business with you.