The Difference Between Branding and Marketing And Why Both Matter

Branding and marketing are jargon of the marketing world. They are often used interchangeably, but they are two different things related to each other. Despite being different sides of the same coin, branding and marketing are not the same. They have different purposes. Brands need both to bring growth.

Let’s first understand what branding is and what marketing is before we differentiate between the two.

What is branding, and what is marketing?

Branding is the process of building a unique identity for a brand. Marketing is the process of promoting and spreading the word about the brand using the brand identity created during the branding process.

Let’s dive into the differences between them.

Branding defines the who and what, and marketing defines the why and how

Branding answers the questions – who we are and what we do. The answers to these questions help the audience understand the brand. It is unique, distinctive, and personal for every brand. No two brands have the same branding. It includes:

Brand name
Logo
Typography
Colours
Brand positioning
Brand voice and tone
Mission, vision and values

A branding agency can help create the brand identity for a brand.

Marketing answers the questions – how to reach the customer and why a customer should choose the brand. Marketing defines the ways a brand is promoted in front of the target audience. It includes:

Market research
Content marketing
Website & SEO
Paid marketing
PR
Sales
Performance & analysis

Branding is the starting point, and marketing is the way

Before any brand defines who they are, they can’t start marketing. If you don’t know what to market, it is not possible to start with marketing. Branding defines the ‘what’ to market. Once the brand identity is established, one can market the established brand identity.

That’s why we say branding starts the process of building a brand, and marketing helps the brand reach its audience. Marketing involves creating brand awareness and bringing growth for the brand.

Marketing drives sales, and branding retains the customer

Once the brand identity is established and marketing processes are set in place, there comes the point of acquiring and retaining customers.

Marketing pushes the brand out there for people to notice it, eventually leading to the achievement of marketing goals like brand awareness, sales, etc.

Marketing has brought the audience to the brand. Now it is the job of branding to retain those customers and make them stay loyal to the brand.

Marketing may change, but branding remains the same

Branding is a long-term strategy that defines the identity of a brand, which rarely changes. It creates a distinct identity for a brand that relates to the target audience and builds a connection with them. The connection built can’t change frequently, as it will create confusion in the mind of a customer. Hence, brand identity remains the same over time.

Marketing is a short-term strategy used to promote the brand using the brand identity created to attract the audience. It involves making plans and campaigns on different channels and promoting the brand on those channels. Marketing plans keep changing depending on the current situation.

Why branding and marketing are important for a brand

In this ever-changing world, grabbing users’ attention and leaving an impression on them is a challenge. When it comes to brands, it is important for them to make a memorable impression on their target audience. This is where branding and marketing both play an important role in the growth of a brand.

Branding and marketing are the different sides of the same coin. One can’t separate them from each other. If branding is not there, what will a brand promote in the market, and if marketing is not there, how will a brand reach the target audience? Branding is of no use if you can’t market it well and vice versa.

That’s why having a strategic approach to branding and marketing helps in growing the brand. If you’re looking for a branding agency or a marketing agency, you’re at the right place. The Pencil Advertising is an e-commerce marketing agency that helps D2C brands grow digitally. From branding to marketing, we help D2C brands with everything related to e-commerce.

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