What Is The Difference Between Marketing And Branding?

 

| By Wilson Moore | Tags: Lagos Digital Marketing | Social Media Management | Lagos Website Design  
marketing

Marketing is everything a company does to actively promote a product or service. It is all about pushing a product or service. Marketing is defined by the Chartered Institute of Marketing as:

"The management process responsible for identifying, anticipating and satisfying customer requirements profitably".

Interestingly, marketing then, is a very important part of a brand. Companies use it to communicate the promise that they want their customers and prospects to know about.

Some companies base their marketing on brand positioning, personality, values and tone of voice that have all been defined and communicated to all team members.

Therefore, marketing is what a company does to get their message or promise to customers, while the brand is how the company keeps the promise made through delivery to customers and colleagues.

It deals with spinning messages that hammer the point home - 'our product or service is better than that of the other companies'.

Or buy or service because it’s cool, or because this super celebrity likes it, or because you have this problem that this widget will solve, etc. Over simplification? Yes, but that’s the gist of it. Of course, this is not branding.

What Is Branding Then?

Branding is how the important truth or value of an organization, product, or service is expressed and perceived. It is the communication of characteristics, the values, that simplifies what a product or service is.

It boils down to the fact that branding should both precede and underlie any marketing effort. Branding is the pull and not the push.

Unlike marketing, branding will subtly encourage someone to buy a product, while not explicitly screaming 'buy me! Instead, it does all the little things that lets you know that the product or service exists, why it exists, and if you embrace it, buy it, like it and as an evangelist, tell everybody you know what's so special about it.

Even though branding directly supports all the sales or marketing strategies in play, it does not explicitly scream “buy me”.

Branding Is Strategic While Marketing Is Tactical

Marketing may contribute to a brand, but the brand is usually bigger than any particular marketing master plan, blueprint or strategy. The brand is what is left after the marketing has finished its work.

It is a perception that lingers in your mind that is associated with a particular product, service, or organization—whether or not, at that particular moment, the customer bought something or not.

It is a perception that lingers in your mind that is associated with a particular product, service, or organization—whether or not, at that particular moment, the customer bought something or not.

In the final analysis, it is the brand that ultimately determines whether a person stays a customer or becomes a loyal client. It is the marketing that gets you to buy a Mercedes Benz, but it is the brand that will convince you be loyal to Mercedes Benz for the rest of your life.

Many things are involved in building a brand. The lived experience with the brand is very important. Did the Mercedes Benz deliver on its brand promise of reliability? How about the experience at the service center? In fact, did all associated with the product or service deliver on their promises.

Marketing is what uncovers and activates a buyer. Branding on the other hand, creates loyal clients, advocates, even brand evangelists of the companies' product or services.

It is the same irrespective of type of business. Every organization whether for profit or non-profit (NGOs), sell something but it is the methodology that is at play here.

It is important to note that every action of each team member in an organization, eithers builds up the brand or tears it down. Branding supersedes marketing because it goes deep into every thought, action, policy, ad, and all other marketing materials have a bearing on the brand.

How Expensive Is Branding?

A well-conceived, well thought out, and perfectly executed branding strategies is not expensive. It makes marketing and sales easy and you can calculate the value of loyalty if you consider the lifetime value of the client.

It produces loyalty by team members or employees, who stay longer and work harder. The benefits are huge! 

Seriously, branding is as important to the success of your organization as much as having financial coherence, vision of the future of your company, or importantly having quality team members.

It is expensive not to have marketing and branding strategies. Contact us for result oriented marketing and branding.

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