Branding and marketing are often treated as synonymous, but it is important to understand the difference between the two. These approaches are not necessarily mutually exclusive and may have some overlap, but it is important to understand the distinction and implement both policies as part of a business strategy.
All About Branding
Branding is a consistent expression of a company’s vision, core values, and identity. Providing brand symbolism through a logo, certain product offerings, and culture is the key to brand marketing. According to Smallbizgenius, consistent presentation of a brand across all brand platforms can increase revenues by 23%.
Successful branding involves looking inward and asking questions whose answers set your products, company culture, and goals apart from other companies. To create a brand, every business owner must ask what their company is, their visions, goals, philosophy, and what inspired them to start the business.
Some of these branding questions can be aspirational and ask what customers should associate with the brand name, how people should feel about the business or with what do they associate the brand’s products.
All About Marketing
Branding is about philosophy and vision and marketing is about tools and tactics. Marketing strategies will evolve along with a business and the realities of the marketplace. Marketing might include approaches such as SEO research, content marketing, social media marketing, data-driven solutions, and more traditional forms of advertising, such as television, radio, and print.
The internet is the basis for eCommerce marketing. The fierce competition between online businesses demands constantly evolving marketing strategies. According to Shopify, global B2C eCommerce sales are expected to reach $4.5 trillion by 2021. Effective marketing can help businesses attract customers even in a crowded field.
Which is Better?
Branding and marketing are distinct but not mutually exclusive. The fact is, every business needs both branding and marketing to compete. A company and its products are likely to become invisible in the highly competitive environment of eCommerce.
The ability to communicate a philosophy and express a vision or a lifestyle with successful branding will make a brand stand out from the rest and can inspire customer loyalty. However, the best branding message will go unnoticed without effective marketing techniques through automated tools and strategies that will create a brand presence on multiple platforms.
A Consolidated Approach
Branding is the message and marketing is the messenger. A company needs both components to succeed. Think of top brands that create instant appeal. They usually have been around for a while and create positive associations in the minds of consumers. According to smallbizgenius, it takes five to seven impressions before a consumer starts to recognize a brand.
Most of us don’t respond to a brand before we have encountered it several times through a social media or YouTube ad, a recommendation on Facebook, or seeing a traditional ad in a newspaper. Developing a brand requires time, patience, thought, and exposure to new customers through persuasive marketing. Updating marketing tools and tactics regularly can help you build the perfect brand.
