There are so many buzzwords used when you are building a business that they can be hard to miss. In particular, there are two concepts that tend to converge: marketing and branding. What’s the difference between branding and direct marketing? In this article, we’ll break it down for you.
The truth is that marketing and branding are two very different concepts, and if you want your business to succeed, you need to understand the difference between the two and understand how to use them effectively to bring your business to a new level.
So what exactly is a brand? What is marketing? What is the difference between these two methods and how can you use both to build a successful and productive business?
Definitions of Marketing vs. Branding
First things first: Before looking at the difference between marketing and branding, let’s take a look at what marketing and branding are.
Marketing is defined as the set of tools, processes, and strategies that you use to actively promote your products, services, and business. Think of marketing as the actions you take to connect with your customers and get them to buy your product or service.
On the other hand, branding is a marketing activity that actively shapes your brand; branding includes defining who you are as a business; it is your mission, your values , and what makes you special and unique; They are key elements of your brand, such as your logo, website, and your brand style guidelines. If marketing is the first thing that attracts people to your company, the brand will keep them coming back for years to come.
Let’s see the difference between brand marketing and direct response marketing in a table:
Difference between Brand Marketing and Direct Response Marketing
|Brand Marketing||Direct Response Marketing|
|It is a long-term strategy.||Sales target-based short-term strategy.|
|Brand marketing creates brand value.||Direct response marketing creates customers.|
|Brand marketing helps to keep the customers for a long time.||Direct response marketing catches customers and sales.|
|It comes first||It comes after the brand marketing|
|Consumers’ and suppliers’ trust, values, etc. depend on brand marketing||Sales depend on direct response marketing|
|The brand marketing team focuses on value and trust.||Getting more sales is their only target.|
Difference between Branding vs. Marketing
Okay, now we know what is branding and marketing, let’s talk about the key differences between the both:
While branding is used to actively shape your brand and people, marketing is used to promote your products or services. You need strategies for both, and they have different goals and different results.
- Branding comes first, marketing is its logical sequence.
- Marketing grabs the attention of customers, while branding is a way to keep their attention.
- The brand has an impact on your team as well as on your customers
- Marketing drives sales, on the other hand, branding drives values, recognition, and loyalty.
- Marketing strategies are using for short term while, branding strategy is using for long term.
Details about Marketing and Branding
No matter what industry you are in, chances are you are just one company in a sea of competition. And if you want to create a sensation and grab the attention of your customers, then marketing is a must.
But once you grab a customer’s attention, you need something to get that attention, and this is where the brand comes in.
People want to do business with brands they can support and brands they trust; so while marketing can help you get rid of the clutter and present your brand to the right people if you want to keep it there, you need to create a brand that people will relate to.
Simply put, you need to have the right marketing strategies to differentiate your brand from the competition and tell your customers, “Hi! I’m here! ”But you need brands to nurture relationships, create strong connections, and maintain them. Come back after that first hello.
Marketing Drives Sales, Branding Create Values
Basically, most marketing strategies (like SEO, content marketing, or advertising) are designed to produce results, and in most cases, the results these strategies try to produce are related to sales.
Wonderful! If you want your business to succeed, you (of course) need to drive sales.
But branding requires a different, more permanent approach. Branding is not the best solution if you want to drive sales, but it is the best solution if you want to build brand awareness, build a positive attitude towards the brand, etc. And increase customer loyalty, which (if not more)) is important and this, by the way, will have a huge impact on your ability to drive sales over time.
When it comes to sales, think of marketing as a sprint and branding as a marathon.
Branding Comes First, Marketing is its Logical Sequence
Do you know the old saying, “First there was a chicken or an egg”? Well, if we were talking about the business version of this statement, it would probably be like “which is more important, branding or marketing?
When planning business development, branding is always more important than marketing. And for good reason! You cannot sell a brand that you have not created.
Before thinking about a marketing strategy, you should focus on your brand: who are you? What do you want to bring to the market? What are your core values? How are they? Will you communicate with your target customers?
Marketing Strategies are made for Short Term Results, Branding is Focusing Long Term Results
Don’t get us wrong: whenever you are trying to build a successful business, you need to actively promote it. But the strategies you use to promote your business are temporary; every marketing tactic should have a clear start, middle, and end.
The branding is different. No matter where you are in your business, you are always working to define who you are as a business, shape your brand perception among your audience, and forge deeper and more meaningful relationships with your customers. As your business grows and grows, your brand will need to grow and evolve with it.
Brand has a Great Influence on your Team as well as on your Customers
Your team will be responsible for developing and executing your marketing strategies, but other than that (you know … their work), they will not be affected.
But branding is totally different.
Your brand can have a profound impact on your team as well as your customers. Like your employees, you need customers who trust your brand to do business with you. If the team truly believes in them, they will be more passionate and dedicated to their work. They will work hard, work on themselves, and implement their best ideas, and your business will flourish as a result.
So the team’s job is to develop your marketing strategy, but if you want to take your business to the next level, you must create a brand that will delight your team.
I hope you can understand the difference between branding and direct marketing and this article will help you to promote your business.