Brand marketing

What's the difference between branding and marketing?

There can be some confusion around branding and marketing and how they differ.

Branding is the expression of the essence of your organisation, product, or service - its reason for being. Branding communicates the characteristics, values and attributes that explain what you stand for, how you are different to competitors, and why a customer would buy from you. It's the feeling, or the movie that plays inside people's heads, when they think of your organisation, product, or service.

Branding precedes and underlies your marketing efforts. It's a pull tactic - your brand creates customers predisposed to buying your product or service and it supports your marketing efforts. However, your brand is bigger than any particular marketing initiative - it exists before, and remains after your marketing campaigns have finished. It can create loyal customers, advocates, and even evangelists, out of those who buy.

Whereas branding is strategic, marketing is tactical. Marketing is actively promoting and selling a product or service. It unearths and activates buyers. Marketing is a push tactic. All marketing initiatives and campaigns should reinforce and support the brand essence.

Brand marketing is the promotion and selling of your brand. It's about putting the right product/service in the right place, at the right price, at the right time. However, to understand how to do that, you'll need to answer the following questions:

  • Who are our customers?
  • Who are our competitors?
  • What will make our product or service stand out in the market?
  • Which market trends can we take advantage of?
  • What are our product/service's strengths and weaknesses and what are the opportunities and threats?
  • How can we promote our product or service to take advantage of our strengths and the available opportunities, mitigate our weaknesses and minimise the threats?

Marketing your brand involves the creation of a marketing strategy and plan. Marketing strategy is shaped by business strategy and brand strategy - they all work hand-in-hand.

Business strategy → brand strategy → marketing strategy and plan

Once your brand strategy has been created and signed off by the business, you'll need to create a marketing strategy and plan.

BrandMatters can facilitate workshops with you and your key stakeholders to help you extract the information you need to develop your marketing strategy and plan. Alternatively, BrandMatters can write your marketing strategy for you, including your marketing objectives, target audience/s, a SWOT analysis, competitive review, the high-level strategies that will achieve your marketing objectives, and how you'll measure your results. We can develop an associated marketing plan - the roadmap for your brand execution for the year. It details the tactics you will use to execute against your strategy and ultimately achieve your objectives, as well as a marketing calendar for the rollout of initiatives during the year.

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