I received a call a few weeks ago from a C-level executive, and he said: “Morgan, we need help with our marketing.” I asked him to explain where the company was struggling with its marketing and outline a few goals. As he began to define the goals, I realized he was asking for help with branding, not marketing. Quite honestly, it’s easy to confuse the two.
While marketing and branding are intertwined and produce the best results together, there are distinct differences between them. They are interdependent activities that feed into each other, but they require two different processes to be successful. Let’s take a closer look at the differences between marketing and branding.
What is branding?
Branding is the image of your company. Your brand can include things as simple as a logo, fonts, colors and visuals representing the company. It can also include elements as complex as brand voice, personality and purpose. To understand your brand, you should be able to answer the following questions:
- What are your core principles and values?
- What is your mission statement? (If you don’t have one, we’ve outlined how to create one in a recent blog.)
- What story do you want your brand to tell?
- What problems does your company solve?
- How do you want customers to perceive your company?
I could talk about branding all day, but that’s not the point of this blog. We’ve highlighted strategies to develop a brand identity in a recent blog, “Branding Is More Than a Tagline and a Logo.”
What is marketing?
Marketing is the tool used to deliver the message of your brand. Your marketing tools should include SEO, content marketing, newsletters, social media, print and digital advertising, and events (such as trade shows). Your marketing strategies will continuously evolve based on your products and services, industry trends and target audience, but they should always support your brand’s core values.
Where do branding and marketing meet?
Branding should be at the center of your marketing strategy. Marketing is an essential strategy for building brand awareness, establishing relationships with new customers and reaching sales goals. For your marketing to be effective, it needs a strong foundation to stand on. Consider your branding the foundation for your marketing strategies. Every social media post, advertising campaign or trade show booth should reflect the brand you’ve outlined. Your marketing strategies will be more effective with a clear brand image.
If you’re looking for additional help with your branding and marketing, THE rAVe Agency has proven success in developing brand identities and marketing strategies for the AV industry.