According to a study conducted by Edelman, 81% of consumers prefer to buy from companies they know and trust. Simply said, branding is essential to your company’s success in today’s market. Marketing will follow suit and is an essential element of your overall strategy. However, the distinction between branding and marketing is razor-thin. People frequently use these terms interchangeably, causing confusion. So, what exactly is the distinction between branding and marketing?
Understanding the Branding and Marketing With an Example of Nike
Nike has always been regarded as a good branding example, owing to their classic tagline, “Just do it.” It exemplifies the brand’s basic values by inspiring athletes to overcome obstacles and keep going forward; in their words, “if you have a body, you are an athlete.” This concept is reinforced by the company’s well-known “swoosh” emblem, which represents motion and speed, as well as other branding features that strengthen the unique Nike brand.
The “Find Your Greatness” campaign, which aligned with Nike’s commitment to excellence, was a standout marketing campaign. The message was simple. It’s more about personal accomplishments than championship trophies. It represents ordinary people and encourages everyone to pursue their dreams. Thinking back to the examples of branding, Nike’s brand of striving for perfection became the backbone for this campaign.
Branding Vs Marketing- The Differences
The brand is your identity while marketing conveys the message
According to Howard Schultz- “Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything your company does.”
The essential reason for your existence is your brand. It is the exceptional, trustworthy, and extraordinary value you can give to the consumers.
The brand contains the culture of your company and is conversed with the customers each time they interact with your brand. Another side of the story is branding and marketing management is simply the message conveyed across them.
Branding comes before marketing
Simply having logos, package designs, and slogans does not imply that you have a brand; what you truly have is a collection of marketing ingredients and messages.
This is how Peter German of micro arts describes- “whether they forget or purposely neglect it, many blows off step one of the branding processes.”
So, now that you’ve started to think about it, what is the first step? Here’s the deal
It is the process of determining and describing the worth of your brand in the industry. After you’ve completed this step, you may move on to developing your branding and marketing strategy, as well as your marketing campaign.
Branding is strategy whereas marketing is tactic
This may add to a brand’s value, but the brand is more important than any marketing activity. The brand is what remains after the marketing has swept the place.
When you come across a brand through any marketing or non-marketing campaign, it leaves a lasting impression on your consciousness. It does not imply that you have tested or purchased the product or service at that moment.
It does play a role in persuading customers to buy your product, but it is the brand that determines actual client loyalty.
The brand is made up of various components, and one of the most important is lived experience.
Marketing identifies and stimulates buyers whereas Branding makes loyal customers or supporters out of them
This principle applies to all types of enterprises and organizations. You’ve probably heard the expression “All organizations must sell,” but how they sell is a separate matter, and every employee either contributes or harms it.
Your every thought, behavior, and ad have an effect on the brand loyalty of whoever is exposed to it. Such acts have an impact on sales.
Isn’t it a cheap cost center? Return in terms of dedicated and self-motivated employees, as well as extremely devoted customers who function as brand ambassadors or advocates.
Branding is forever while marketing strategies changes with time
Marketing methods and strategies will be changed in response to market trends. They are temporary, whereas branding lasts forever and remains constant.
Because of your basic values and principles, even if you make certain adjustments to your brand, it will still lead to the growth of your firm.
For example, during pandemic times, every business’s marketing techniques change in order to deal with the situation. Meanwhile, the brand will always be a brand because of its name and the quality of its products and services.
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To sum up, branding just informs your customers about whether or not they should choose your brand.
One thing to keep in mind is that branding is not a one-time task that you must complete at the start of your business. It’s a continuous process that encompasses your methods, culture, philosophy, and, most importantly, your company’s progress.
It also requires a high level of commitment and loyalty, which should be shown in your efforts. Every company’s ultimate goal is to acquire as many consumers as possible. This is also a metric of your company’s success.