I’m not in marketing, yet often I’m asked to create an ad campaign or manage a social media account.
“Aren’t branding and marketing the same thing?
Nope. While the two go together like peanut butter and jelly, they are distinctly different.
What is branding?
Branding is creating, communicating and positioning the personality of a business. It’s how you’re perceived.
What is marketing?
Marketing is promoting and selling a brand. It’s how your message gets out there.
Which one do you need?
Marketing and branding isn’t either or, it’s both and.
If your marketing efforts aren’t achieving the results you desire, there’s a good chance you’ve jumped ahead to spread the word about a brand that’s underdeveloped and poorly implemented.
If you have a well crafted brand but lack a following, likely you haven’t devised or executed a proper marketing plan. You aren’t connecting with your target audience because they don’t know you exist.
Branding and marketing are like the song Love and Marriage, you can’t have one without the other.
How do branding and marketing work together?
Imagine yourself trying to find a mate. The better you know yourself, the more successful you’ll be at communicating that to a potential partner. What’s important to you? What do you believe? What are your quirks? What makes you special? What do you wear? How do you carry yourself? That’s your brand.
In order to meet this special someone, you’ll need to get out there. Be introduced through friends. Chit chat around the water cooler at work. Participate in a singles event. Set up a dating profile. That’s marketing.
If you neglect to properly know yourself or pretend to be someone you’re not, you’ll likely attract the wrong mate. Similarly, if you’re aware of your strengths and what makes you unique, you’ll be empowered to put that message out there and are more likely find someone compatible.
As the songs says:
Try, try, try to separate them
It's an illusion.
You need branding and marketing. Like love and marriage, they go together.