The Difference Between Marketing and Branding
Have you ever contemplated the difference between branding and marketing? Branding is your strategy, while marketing encompasses your tactical goals. What could be the possible difference between a MARKETING strategy and .. and instant recognition and preference in relation to products - for example. Relationship marketing is a strategy in which businesses work to build and one interaction, brands that engage in relationship marketing are focused on efforts.
Branding allows you to represent your company in a certain light and build off the information that is gained by marketing. On the other side of the coin, marketing allows you to build a rapport with your audience and introduce them to your branded theme.
These concepts go hand in hand, but they are not interchangeable. In a word, marketing is tactical whereas branding is strategic.
I know what you're thinking. Marketing is where the brand is presented and it contributes to overall branding. However, long after the marketing campaign has been exhausted the brand loyalty will remain. This is where branding and marketing part ways. When we say that marketing is tactical, we mean that it deals with getting its payload of information delivered.
It doesn't try to shape the user's long-term feelings towards the product, it simply gets in and convinces the customer of the benefits. Branding, on the other hand, seeks to embrace a more long-term view of the customer. By strategic leverage of the brand, we can eventually call upon the customer's loyalty to the brand in order to close a sale.
But this is something that requires you to give back to the customer. You need to cultivate your brand image in such a way that the customer associates an idea with your brand. How Marketing Works Alongside Branding to Build Business Do you remember those old TV shows where there would be a sleeper agent that needs a secret code to "activate" them?
What is the Difference Between Marketing and Branding? | MicroArts Creative Agency
Marketing is a little like that. It discovers and "activates" buyers, encouraging them to close sales. Branding goes one step further by making those buyers into loyal customers.
One of the most common examples of this is the market for Apple products. Apple has made an art out of branding and this has carried over into products in many different branches of the electronics industry.
Taking a look at the Apple target demographic, we see that their aim was to produce a product that was sold solely for its importance as a status symbol. Thus, their marketing spread the message that apple products are available, but the branded apple product was joined by its numerous sister products that fall under the brand. When the consumer sees Apple now, then it's understood that they are paying for Apple's reputation as something that the cool, the chic and the hip use.
Building brand loyalty is what branding does and by making loyal customers out of your one-time buyers, you develop a ready market and audience that are willing and eager to receive your content.
Which One Is a Better Investment?
Both marketing and branding are good investments and have their own type of returns. Marketing can easily be done wrong and if so, it can become a money sink into which a lot of cash if poured but the returns are mediocre.
Well-researched marketing gives great returns on investment but the success of the campaign depends as much on the amount of effort put into it as the amount of money. The returns are, of course, seen in conversions and sales. Branding, because of its status as a long-term investmentis usually easier to adjust as time goes by.
Catastrophic failures in branding do occur, but these are usually due to bad planning as opposed a lack of funding.
The return you get from branding is customer loyalty, something that can be leveraged over and over again. Marketing is necessary to make branding work, but your real benefit comes from having a loyal customer base to call on when releasing new products. Development of a User Base Not so far back, probably less than five years ago, a large volume of the marketing community was involved in "renting" their target demographic.
They worked from the start of their campaign and then built it to the point where their customers would be converted through their methods.
This method had middling success, but at the time was hailed as revolutionary. No need to hang around after the sale, no need to contact the client after the sale is done, and no follow up action to ensure that the client buys from the company again. We have changed out outlook on how we interact with customers.
Difference Between Marketing and Branding
Having a loyal following is far better for a company than simply renting an audience. Borrowing your audience means you have to return them to oblivion someday and that makes whatever effort you throw into a marketing campaign targeting these customers a moot point. How do they differ? There is a spectrum of opinions here, but in my view, marketing is actively promoting a product or service.
This is not branding. Branding should both precede and underlie any marketing effort. Branding is not push, but pull. Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.
Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. The brand is ultimately what determines if you will become a loyal customer or not.
The brand is built from many things. Very important among these things is the lived experience of the brand. Did that car deliver on its brand promise of reliability? Did the maker continue to uphold the quality standards that made them what they are? Did the sales guy or the service center mechanic know what they were talking about? Marketing unearths and activates buyers.