A common question regarding marketing and branding is “What’s the difference?” Initial consultations have often revealed the willingness of business owners to invest in both, but many also assume marketing and branding are the same. This simply is not true.

Not only are marketing and branding different, but knowing the difference between the two can make or break any marketing strategy a firm or individual has developed.

Marketing

Marketing is what you are saying about you. It is the message you are attempting to deliver regarding your product, service or even self. Think of an important job interview. Before arriving, you have likely done tons of research. You have learned about the company, their history, the position you are being interviewed for and even the interview structure. You have come prepared to answer questions that are likely to be asked and determined to say the right things to show that you are an attractive candidate. This is marketing. Marketing allows you to deliver a specific message to a specific audience hoping they select your product or service.

Branding

Branding is how people feel about your company. You went into that interview hoping to make the interviewer(s) feel positively about you. You dressed a certain way, with a particular appearance. You printed out your resume on quality paper. You smiled. You answered and asked questions. You were dedicated to leaving a specific impression and wanting to provoke a specific response or emotion. This is branding. From product packaging to your website to how you interact with your market. You want them to feel or think a very specific way about what you are offering. What that is exactly dictates all of your decisions and actions.

So which is more important: marketing or branding?

This is a trick question. The difference between marketing and branding should be acknowledged and understood. They should both be addressed separately, but work together as key components of an organization’s complete marketing strategy. Neglecting one or the other is like going to an interview without researching the company or dressing to impress. You might luck out and experience some success, but who wants to leave their success up to luck?