Difference between Branding and Marketing
When consumers see an advertisement for a product that appeals to them, they often purchase the item because of how persuasive the advertisement was. When an advertisement resonates with a consumer, there could be multiple reasons why the advertisement was a success. There is a great deal of preparation and market research that goes into creating an advertising campaign for a specific product. In order to understand the art of advertising, it is important to know the difference between branding and marketing. These two practices are often misunderstood and referred to interchangeably and incorrectly.
Branding comes before marketing. It can be a little opaque to understand, but it is the very essence of what a product represents. When a company attempts to brand itself or brand a specific service, it is attempting to relay a message to the customer that informs them of an entire image. Whether it is reliability or professionalism or performance, the brand is a comprehensive collection of what the product or company represents. The brand is not always a fixed sentiment. It can evolve over time. If something happens in current events and a company wants to express their viewpoint about a hot button issue, they can work that sentiment into their brand message. This is a way to inform a customer about the values or goals that the company has. Of course, it does not have to be this complicated. Sometimes a company is simply trying to convey a message that their products are built well, of high quality and can last a long time. The company would work to advance this brand and work toward educating the public about their services. Another important aspect of branding is to separate a product from its competition. Different companies look for ways to make their product unique. They attempt to brand their product in a way that it would not be confused with similar products offered by the competition, so that when a consumer sees the product in the store, they know by the brand and the connotations it provides that it is either durable, reliable, safe or all of the above.
Marketing is the process of promoting that product and brand. Once the brand is established and the company has decided what they want the product to represent, it becomes time to push it out there and introduce it to the world. This is where marketing takes place. Whether it is through radio advertisements, television commercials or any other vehicle of promotion, the marketing campaign is meant to introduce the product to the public. Marketing uses slogans and witty hooks to reel in a consumer and interest them in the brand and the product. Marketing is an attempt to attract the attention of the buyer through different technique. Some commercials use poignant moments while others use humor, but the main goal is to introduce the product and persuade the buyer that they would be better off purchasing it.
Understanding the difference between branding and marketing is not as difficult as it might sound. Just remember that the brand is the essence of what the product stands for and the image of those who make it, while the marketing is all the work that goes into introducing it to the public.