We’ve already covered the difference between marketing and branding before, but a little refresher won’t do any harm:
What is marketing?
Marketing is the overall strategy and act of promoting a product or service.
Marketing pushes your message and stimulates demand for your products and services using advertising campaigns.
What is branding?
Branding is the intentional and strategic shaping of what people think and experience with your company, its products, and services.
Branding pulls customers to you and turns them into loyal customers based on your who, how, and why.
Branding is the marriage, not the wedding. It’s a continuous process.
So, now that you know what branding and marketing are all about, it’s time we get to the root of this issue.
Which is more important marketing or branding?
Here’s the thing, you can’t effectively market without branding. It just doesn’t work that way. Branding is the act of applying your company’s unique visual and verbal personality to everything you do, so without applying your brand to your marketing, you’re essentially marketing a generic thing…a commodity.
A commodity is generic and lacks personality; it’s what the product/service is regardless of its color and label. Whereas, if you’ve branded correctly, customers will want to buy your product for what it stands for by being associated with your company.
|Commodity||Something Worth Paying More For|
So, the short answer is no. Marketing is not more important than branding.
Both branding and marketing work in sync with one another. They are both important to the success of your business, and one without the other is an expensive mistake waiting to happen.
Your brand makes your marketing unique and authentic.
Branding is often used to steer the message and the morals of your company, while the marketing is there to propel it forward and attract the right leads.
Without marketing, branding is ‘just’ the heart of your company – but without branding, marketing is just another sales pitch.
When it comes to setting up your brand and marketing strategy, where should you start first?
Marketing Seduces. Branding Differentiates.
Marketing may propel your business forward and help you attract more people to your website and into your business, but it’s no good if the reality of doing business with you doesn’t match the promise.
Depending on what your company’s goals are will depend on what sort of marketing strategy you want to implement. Your company’s goals are set out within your brand foundation, so if your branding isn’t done successfully in the first place, your marketing isn’t going to do so well either.
Your brand is so much more than just your company colors, logo or whatever fancy graphics you use to represent your business.
Your brand is the connection that customers have towards you and your company, which gives you the perfect platform to begin crafting an amazing marketing campaign.
There is no point in gaining attention for your company if people don’t like what they see behind the ad campaign.
If a customer has strong positive feelings about your company, they will recommend you to a friend or family member. They’re more likely to give your new product or service a go.
A customer will be more inclined to buy what you’re trying to sell if they’re already aware of your brand. A well-established brand makes a company more trustworthy – which is what people like when it comes to parting with their hard-earned money.
Marketing Is Just Another Selling Tool
Once you’ve got your brand sorted, it’s time to figure out your marketing. A solid marketing strategy will get you selling your products and services to the right audience at the right time.
In essence, a marketing strategy is your answer to where you are going to play and how you are going to win.
Strategy exists for survival. It is our best attempt to accelerate and control the natural process of evolution – and it’s integral for success in the competitive world of online marketing.
Marketing comes in a range of forms, from PR to salespeople to emails to blog posts to ads. Marketing strategies are there to promote your brand for maximum effect – and when you’ve got them both nailed down, you’ll become an unstoppable force. Why? Because you are no longer wasting time, money and effort going in multiple directions hoping something will work.
Marketing may be the tool used to persuade new customers to buy from you, but it’s your brand’s values that keep them coming back for more.
If your customers connect with your company’s brand, they’re going to want to work with you and buy from you again.
If you’re new to the world of online marketing, it’s a tricky task getting the right mediums and platforms in place – especially if you do it before you have a solid brand in place.
But, when you have a well-defined brand, you can keep your marketing messages on brand and make your customer’s experience consistent.
Branding & Marketing – Make The Relationship Work
Here at Branding & Beyond we help make the relationship between your branding and marketing work. We clean up and align outdated, disorganized brands and create a whole new brand foundation to build your company’s future success on. Brand alignment makes sales easier and marketing more effective.
If you want to attract, retain and engage new clients, then we can help you build a solid brand foundation and help you implement a marketing plan that actually delivers.
Start building your brand today and get in contact with us.
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Tracy O’Shaughnessy Founder / Lead Brand Strategist of Branding & Beyond
Tracy and her team help B2B firms in the construction industry look and sound credible online and off.
She has been in the industry since the early '90s and is tired of great companies being treated as commodities and competing on price because they don't look and sound as credible as they really are.
You can find Tracy on Linkedin and here on this blog.