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This post was last updated 4 weeks ago by Yusuf Odukoya.
Branding and Marketing are two interconnected terms that are sometimes erroneously used interchangeably due to their subtle differences.
Here are seven big differences no one has probably told you before;
*The questions below may help explain these points in an intuitive way.
Branding is “Why”, Marketing is “How”
- Why do we exist?
- Why should people trust us?
- What makes us different?
- How do we progress?
- How do we measure our growth?
- How do we achieve our set targets?
Branding is long-term, Marketing is short-term
- What is the company’s vision?
- What can we disrupt in our industry?
- What long-term influence will we make?
- What will bring quick results?
- What will get our voice and message heard?
- What tools should we use to do it?
Read Also: How to Build a Unique Brand in 2021
Branding is macro, Marketing is micro
- What is our philosophy?
- What is our culture?
- What is our voice?
- What software will we use?
- How will we break our plans into chunks?
- Who will help us on this project?
Branding defines trajectory, Marketing defines tactics
- Where are we going?
- What motivates our decision to go there?
- What is the purpose of our goal?
- What are our measurable goals?
- What are our deadlines?
- What is the size of our budget?
Branding builds loyalty, Marketing builds response
- Why will people connect with our brand?
- What can we do to delight customers?
- What will make them feel inspired?
- How can we get more clicks?
- How can we get a greater open rate?
- How can we generate leads?
Branding creates value, Marketing extracts value
- Who are we speaking to?
- What value can we give?
- What impact will it make?
- How many people responded?
- How do we increase engagements?
- How will this data help us?
Branding is the being, Marketing is the doing
- What is our personality?
- What is our purpose?
- Who are we here to serve?
- What are actionable steps?
- How long will this project take?
- Who is going to drive the project?
In summary, your brand is who you are and what you want to be perceived as by your target audience (or the general public at large). Branding entails your long-term strategy aimed at improving that brand image, while marketing is how you build awareness of your brand.
It is quite easy to confuse the two terms but I hope you now have a better appreciation of these differences.