Marketing vs. Branding: What’s the Difference?

There is a multitude of various definitions for marketing and branding, but here’s what I know each to be based on my knowledge and experience.

In a (very small) nutshell, marketing is actively promoting a product or service. It refers to a process of deliberate activities that are executed to bring together buyers and sellers for the exchange of goods and/or services. In other words, it’s a push tactic meant to achieve some result (sales, more clients, etc.). When a company is marketing their product, they may say something like, “Buy our product because it’s [better, cooler, etc.] than theirs.” They are telling you what they want you to believe; this is not branding. So what is a brand? Let’s start with what a brand is NOT:

• Name

• Logo

• Slogan

• Marketing materials

• Advertising

In theory, a brand is a combination of these things… and then some. Quick history lesson: a brand was originally intended to mark something to demonstrate ownership – cattle, countries, armies, etc. Brands were burned into wooden cases to guarantee that the products in the case came from a good source and were good quality. So at its core, a brand was a promise. This is still true today.

A brand (a noun) is the idea or image of a product or company that consumers connect with through identifying and recognizing their name, logo, slogan, etc. It is formed through a series of experiences – the sum of all information that a consumer has about a product, service or company. A brand is the combination of its customers’ experiences and perceptions.

Branding (a verb) is the strategic expression of value and credibility of the company, product or service. A company’s brand establishes, reinforces, enhances and communicates the company’s promise to its customers. Branding is the act of creating an identity. It is what sets companies apart from each other. This identity should precede and consistently frame any marketing efforts. To be successful in branding, a company must understand the needs and desires of its current and prospect customers. Good branding creates loyal customers. So how do you go about branding your company? Here are a few things to consider:

• Answer this question: What does your organization stand for?

• With that in mind, check your marketing materials to ensure that they each convey what you’re all about.

• Use specific colors and symbols to consistently create visual associations. Again, you should check your marketing materials for these elements; they should be the same throughout.

• Demonstrate what you stand for through stories. This may include case studies, blogs and/or testimonials. These stories can easily be shared through social media platforms.

When your brand becomes a verb, you've hit the big leagues. Hewlett-Packard CEO Meg Whitman said, “When people use your brand name as a verb, that is remarkable.”

Here are some examples of what she means:

• Google it.

• I’m going to Skype (or FaceTime) with family.

• Photoshop that picture.

• Will you please hand me a Kleenex?

These brands have become so ingrained in our minds that we actually use them in everyday conversations. Now that's effective branding! Can you think of others?

Image credit: Kissmetrics.com