In this content we aim to clarify the differences between marketing and branding: concepts that even from top management are sometimes confused.
It is common to hear about brand, branding, marketing, without really being clear about the differences.
Although the reality is that this confusion is not surprising since both are interdependent strategic activities that feed, inform and lead each other.
The big difference between marketing and branding lies in the intention and the results that are sought with both strategies.
Marketing vs. Branding
Before we begin to see the differences between marketing and branding, we will briefly explain both concepts:
Branding refers to the management of all the distinctive assets of a Brand’s identity (tangible and intangible). And it aims to build a consistent, differential and sustainable Brand promise and experience over time.
As such, branding defines that promise and explains how it can come to life. If you want, you can expand information about branding in our article “what is branding”.
Marketing aims to profitably identify, anticipate, and satisfy customer requirements. Define the market that will be served and the best channels to reach that market. Informs investigates and develops the product, defines the price, its communication, distribution, and promotion.
Therefore, the marketing strategy consists of a set of rational and tangible tactics by nature, and highly quantifiable.
Differences Between Marketing and Branding
It is important to emphasize that there is some overlap between the two disciplines because the best branding approaches are based on strong marketing strategies, and the best marketing strategies are based on strong branding strategies.
In fact, the brand promise (which branding defines) is realized when product development, manufacturing, finance, customer service or human resources are inspired, aligned and driven under the brand umbrella.
Some of the Most Latent Differences Between Marketing and Branding
Marketing is a highly focused activity abroad (markets, audiences, channels …), while branding includes all those groups that are connected to the brand, both internally and externally.
Marketing actively promotes a product or service. It is a push tactic that sends messages to obtain sales results, while branding establishes values that relate to the brand in the long term, making its audience feel part of the brand.
Marketing detects and activates buyers. While branding makes these consumers loyal customers, brand advocates, and even evangelists.
Branding must precede and support any marketing effort. A strong brand has more options to stand out in its markets, generate differentiation, and attract investment. Branding expresses and communicates the essential values of an organization, product or service.
A strong brand will help drive someone towards the purchase of a product, and directly supports any marketing or sales activity. Although branding does not explicitly communicate “buy me”, instead, it expresses “what I am”.
Marketing helps build and build brand success, but the brand is broader than any particular marketing effort. The brand is what underlies a marketing strategy. It is what is associated (values, attitudes, personality …) with a product, service, or organization. And it allows to generate preference between similar categories.
Branding determines whether a person will become a loyal customer or not. While marketing may convince you to buy a particular product (on one more occasion), but branding will determine whether you will only buy that product for the rest of your life.
In the conclusion of the differences between marketing and branding, we can say that both processes are essential in companies, both contribute to the success of companies and their influence on organizations is more than clear.
The problem is that, unfortunately, many companies still do not give branding the importance that it should occupy in the overall strategy of the company. Rather, they focus on selling, placing and occupying markets as soon as possible, without expressing or developing a brand that ensures recognition and long-term success.