Branding & Marketing: Is there a difference?

A common misconception is that they both have the same meaning or purpose.  Branding and Marketing are different although they have a very integral job to do together, but each has their own individual objective.

The best way to describe branding is to look at it as a promise, a promise that your business makes to your customers and employees.  To be successful in business you must deliver on that promise every time you interact with a customer or employee.  Branding is not just a logo, a title or a colour scheme.  This is a tiny percentage of what branding is.

Your brand is all things within your company. Try asking yourself the following questions. Who is your target audience? What do they want? Why are you better than your competitors? What makes you different, or stand out?

Once you have established what your brand stands for, it will be easier to make decisions within your business. For example who to hire? What skills do we need? What products? How do we market our product?

As quoted by Chartered Institute of Marketing, marketing is “ The management process responsible for identifying, anticipating and satisfying customer requirements profitability.”

Marketing is a fundamental part of your brand.  Marketing helps you to communicate your brand’s promise.  Marketing should be based on your brand’s positioning, personality, values and deliverables.

Marketing is what you do to get your promise out to customers or employees, while your brand is how you keep that promise.