There are so many buzzwords out there. It can be easy to get caught up in the game and blur the lines between branding and marketing. They are different areas of focus for a business. But they do work together.
Most businesses have a preference for one item when it comes to sales, branding, and marketing. The best companies can see the entire picture, a picture that includes all three, as well as other important areas such as merchandising and operations.
Professionals in today’s global market must know the difference between branding and marketing. There are subtle but significant differences. If you’re already scratching your head, read on, and learn what makes branding so different from marketing.
The Rundown Between Branding and Marketing
Marketing involves the underlying sales strategies and research that sell products and services. Branding, on the other hand, is an application of marketing to sell something specific to a particular brand. Whether it’s a single product, a whole product line, or an entire brand.
Therefore, branding is a special area of marketing. Branding can work to help marketing and even sales. It can help both in a big way. But it’s not always easy or correct to focus on branding first.
Behind almost every purchase, there is a marketer. One likely guiding your decision. Even as a business, the supplies you buy and the reasons why you buy them are primarily because of marketing. Now when you buy a brand because of the brand name, the branding that went into promoting that brand was a particular marketing application.
Branding in Depth
Branding is built around the idea of culturing and developing a name or image of a product. One that resonates with customers. In such a way that they will perceive the brand as the absolute best. The key is to get customers to grow an attachment to the brand. That attachment once strong enough is the reason why some individuals will wear Gucci brand and nothing else. It’s because nothing else in their minds will ever be as good as Gucci. Curiously, that same branding magic can cause another individual to drive only Ford Mustangs for their entire life, etc.
When it works, it pays off big, which is why branding is so important. It’s not easy. It often takes a lot of time for people to think and say, “Kleenex” instead of “tissue,” for example. In just about every case, though, it’s worth the effort.
However, while branding is vital, you can’t ignore marketing itself. Branding and marketing, while different, go hand in hand. They produce serious results.
More on Marketing
Marketing itself has several distinct areas, each with its specialization and specific applications. Conventional marketing involves print media, including all manner of brochures, pamphlets, posters, banners, etc.
One such specialty area is digital marketing, which is becoming more important by the hour in today’s fast-pace web of online stores. While some of them caught on too late, countless big brand name stores develop a digital presence as more people choose to shop online.
Putting It All Together
As you know, marketing is a multifaceted approach. Some activities attract sellers to a product of service. Meanwhile, branding is more about developing and promoting a brand name.
Knowing the difference is one thing. But knowing how to use both branding and marketing together, effectively, is an art form — one best left to professionals.
Hopefully, this helps to make it more clear as you move forward in your business.
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