BRANDING vs MARKETING
Posted by Craig Johnson on April 21, 2010
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From a high level, branding defines who you are and marketing decides how you are going to tell that story.
Here are some examples that make it a little more tangible.
Branding defines the core of what makes you different than the competition.
Marketing is deciding whether or not you are going to have a Twitter feed.
Branding is about laying the visual foundation of what will represent your company.
Marketing is about how to take that foundation and build a series of print ads around it.
Branding looks into the future to paint a picture of what we dream this company to be.
Marketing decides whether the path to that point is either Google Ads, Billboards, Radio Ads, PR, Direct Mail, or just being fun and quirky like this guy from Southwest Airlines.
Branding is translating a business plan into a brand strategy.
Marketing is deciding which new markets to penetrate.
Any other examples you'd like to add?
Alana Dy
Alvin Diec
Becky O'Mara
Blake Howard
Dustin Britt
Jason Orme
John Bowles
Staci Janik
11 Comments
"Branding is deciding where, as a company, you are heading.
Marketing is telling everyone else what that destination is."
- @austinklee
"Great one Austin!"
- Craig Johnson
"[...] two; many people use them interchangeably, which just isn’t right.And it’s confusing. A good post this morning via Matchstic provided a good reminder of the difference:Branding defines the core of what makes you different [...]"
- A Good Reminder: Difference Between Branding and Marketing | ChurchCreate
""Branding is the essence of the core viability as defined by its sustainable change. Marketing makes good use of the elements of each line of thinking strategy efforts." - C. Douche'"
- Chris Douche'
"Branding is embracing the best of what your customers perceive of you. Marketing is putting what's best about you in front of your customers."
- @branderfield
"I like car analogies:
Branding is choosing the make, model, colors and accessories of the vehicle you want to drive to your determined destination.
Marketing is building the right engine and putting the gas in to get you there."
- Russell Heistuman
"Its kind of like saying a husband is, and a wife is. The wife make take the husband's name and, as representative of him, have a pretty large impact on that name. Both are uniquely different and bring special gifting to the relationship. The true benefit comes within the marriage, where spouses are clearly communicating with each other and sharing a consistency of belief, goal, and message."
- Rick Fossum
"Brilliant Rick!! You've made me realize that I shouldn't have entitled this Branding "Versus" Marketing, but rather something that spoke to how they are different. Each is strengthened by the other."
- Craig Johnson
"Picture an umbrella. Marketing is the whole canopy, branding is one of the ribs."
- David Tonen
"Great analogies! I would however amend David's last comment and potentially flip them. Branding (or a brand rather) is the canopy. It is the people, the product, the place, the purpose, etc."
- Blake
"For me, Branding represents one's reputation-your core character-and Marketing represents those actions that continue to build and shape your reputation."
- Heather W.