This week, Brandon Koch and I sit down to talk about marketing and branding. Often confused as interchangeable terms, we discuss what each term means, why they’re both important to your business, and some examples of companies with stellar branding strategies and marketing initiatives.
#MSHUnderReview: The Differences Between Marketing and Branding from Mainstreethost on Vimeo.
Branding
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” – Seth Godin
Branding incorporates the personality, voice and message of a business, and you deliver these elements through branding. It’s your culture, it’s the message you convey and deliver to your customers. Sure, logos and taglines are part of a brand, but they’re a small – albeit important – part of branding.
When you’re branding your business, consider your goals, core values, personality, overall culture, and how you want to be perceived.
Branding is the strategy behind all of your marketing efforts; it lays the groundwork for everything you do, and ultimately, its goal is to reinforce and strengthen your brand’s core message and values.
Examples of Companies with Exceptional Branding:
- Apple
- Disney
- Coca-Cola
For more examples, here’s a list of The Best Global Brands of 2013.
Marketing
Where branding is the strategy (and the reason) behind your marketing efforts, marketing is the means in which you deliver your message(s).
Defined by the American Marketing Association, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Marketing is the process of promoting and spreading the word about your products and services. You can market your brand with tools including digital marketing – SEO, PPC, and social media – as well as traditional methods such as print and television advertising.
Examples of Exceptional Marketing Campaigns:
- Dove Real Beauty Sketches
- Kmart Ship My Pants
- Budweiser Puppy Love