In a nutshell, branding is who you are and marketing is how you build awareness of your brand.
Marketing and branding are two very different concepts. If you want your business to succeed, you need to understand the differences between the two and how to effectively use each to take your business to the next level.
Marketing – Drives sales and is defined as the set of tools, processes, and strategies you use to actively promote your product, service, and company. Think of marketing as the actions you take to connect with your customers and get them to buy your products or services. These actions will usually be outlined in a Marketing Plan that is implemented over time, thus driving sales.
Branding – On the other hand, drives recognition and loyalty. Branding is the marketing practice of actively shaping your brand. Branding is about defining who you are as a company.
It’s your mission, your values, and what makes you special and unique. It’s your key visual identity elements, like your logo, your website, and your brand style guide. If marketing is what gets people to engage with your company for the first time, branding is what keeps them coming back for years to come.
It’s important to note that your brand style guide is to be implemented across all marketing materials. This is super important for brand cohesion & recognition across the various marketing platforms for web, print & social media.
The diagram above shows the different components that make up branding and marketing and they function together for the success of a business.
Branding comes first, marketing comes second
Branding is at the core of your marketing strategy, so creating a brand comes first. Even if you are a startup, it is essential to clearly define who you are as a brand—before you begin to devise your specific marketing methods, tools, strategies, and tactics.