After my last blog post, Is Branding Right For Your Business? Yes It Is!, I was asked by a reader from Atlanta, Georgia, “What is the difference between branding and marketing? Maybe I didn’t make a clear distinction between the two, so let’s revisit this topic of branding and marketing again.
In a nutshell, “marketing is tactical and branding is strategic”. Meaning that marketing helps contribute to your brand but your brand is the lasting impression you leave in the minds of your customers. When you’re marketing, you're pushing a certain product, event, service, etc... When you're branding, you're selling the value and reputation of your company to promote loyalty from your customers.
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” For example, Walmart is a brand because it has built a reputation for providing quality products at affordable prices. Walmart is also a champion at effective marketing with their advertising campaigns, sponsorships, community outreach, visual consistency of their stores, etc…these consistent efforts are what drives the Walmart brand. Their brand is so strong that the Walmart name alone evokes an idea in the minds of customers and they know what to expect from Walmart….that’s branding.
I stumbled upon a great blog post “The Difference between Marketing and Branding”, by James Heaton. The following is an excerpt from that post. “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. It’s what sticks in your mind associated with a product, service or organization—whether or not, at that particular moment, you bought or did not buy.” Mr. Heaton provides great insight about this subject so it may be worth your time to look at his post as well.
Branding comes with time, effort and consistency. It is not a monster to be feared or avoided, it is to be embraced. Once your product or service is established and proven, then you should start branding. I’m not saying you need to be in business a certain number of years before you can brand but I am saying you need to be established in your chosen field. Just remember, every time you embark on a marketing campaign or event, it is an opportunity to build brand identity with your target audience.
Now listen to the Mad Lady, marketing is a component of branding. Building a brand comes with how your product or service is perceived and received by your customers. Your ultimate goal is to promote trust and loyalty in your customers so they will want more of what you have to sell.
Don’t let this monster get the best of you! Oh, by the way, Happy Halloween!
“The Difference Between Marketing and Branding”, by James Heaton http://www.tronviggroup.com/the-difference-between-marketing-and-branding/
Definition of Branding – American Marketing Association
She is mad and she is not going to take it anymore! The Mad Lady Marketing Blog is just her way to drive home the importance of marketing in business. With over 15 years of experience in marketing, graphic design and communications, this marketing expert is mad (crazy) about marketing and mad (angry) at small businesses that don't understand or utilize marketing to promote their business.
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