Marketing vs Branding

In this article I am going to show you the difference between marketing and branding. Most people assume that both are the same things. Well this is definitely not true, both are closely related but they aren't the same thing.

In order to fully understand the difference, let us start by defining both terms. Marketing

is promoting a product or a service, it is an active process. You can say that marketing is a push tactic; it is pushing out a message to get sales results. It is as if you are providing the reason for your customer to buy your product or service: buy our product because it is better than others, buy our service because it will help solve your problem, etc...

On the other hand, branding is quite different. Branding must precede marketing, branding is the ultimate truth and values of your business. It is rather a pull tactic. Branding supports marketing, but doesn't directly say "buy me". Branding encourages the potential customer to buy by explaining why the business exists in the first place.

Branding is strategic, marketing is tactical. Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is ultimately what determines if you will become a loyal customer or not.

The marketing may convince you to buy a particular product but it is branding that will make you a loyal customer. Marketing unearths and activates buyers, branding makes loyal fans.

Is marketing a cost center? Poorly researched and executed marketing activities can certainly be a cost center, but well-researched and well-executed marketing is an investment that pays for itself in sales and brand reinforcement.

Is branding a cost center? On the surface, yes, but the return is loyalty. The return is sales people whose jobs are easier and more effective, employees who stay longer and work harder, customers who become ambassadors and advocates for the organization.