Branding & Marketing | What's the Difference?
Updated: Jan 29
Branding and Marketing seem to go hand-in-hand, so what's the difference between the two?
The Difference Between Branding & Marketing
What better way to kickoff our beYOU Design & Marketing Blog than with the basics. Think of it as Branding & Marketing 101.
Both branding and marketing are critical to increasing sales and awareness while establishing your reputation as a business. Both are different, and you need to know why each one is a big deal.
In a nutshell, branding is who you are, and marketing is how you tell the world who you are.
BOTH, brand and marketing matter in any business. However, when you're wearing a thousand hats, working long days to keep the lights on, the last thing on your mind is BRAND.
You know marketing is essential. You also know it's much more than banners and brochures today.
We get it. We've been there.
Most of us go into business to DO something, whether it's to sell a product or provide a service. We know who we are and what our mission is - even if we haven't put to paper just yet.
The kicker is when we don't define who we are and what we offer, odds are we make it really difficult for others to figure it out. Our lack of clarity will confuse potential clients and ultimately impact revenue.
One day you wake up, and because you didn't define your brand early on, you've lost your way and are trying to be everything to everyone. And that's no way to run a business.
Understanding how to create your brand isn't always easy. Knowing what marketing channels are best for your company can be daunting. But, it doesn't have to be that hard.
Here are a few tips we found helpful:
1.) Define WHO you are. Everything from the look you want to the value you bring to what makes you different. Is your look corporate and professional or friendly and casual? Will your voice be educational, informative, or conversational? Do you offer something your competition doesn't?
Your WHO should come from your why. As Simon Sinek says, "People don't buy what you do. They buy why you do it." (Buy the book! https://simonsinek.com/product/find-your-why/)
2.) Define your audience. You can't create a compelling message if you don't know who you're talking to. Are you targeting men or women or both? A certain age group? Income level? Find out where your target audience spends their time, even their money. What pain points do you solve?
The way I talk to a Gen Z freelancer might be very different from the way I approach a C-Level baby boomer. Knowing you're audience helps you send the right message to the right people.
3.) Develop your message. Short and sweet is always best. You simply can't be everything to everyone, so deciding what you do best is vital. Telling people what you do needs to be concise and easy to understand. Unless, of course, you're pitching to a group of scientists and need to speak their language. Most of us aren't in that arena.
Again, will your message be serious or fun? High energy or thoughtful? Do you want to appear cutting edge or established? Take the time to think through it.
4.) Last, for today, integrate your brand into everything you do. That includes your logo, your website, social media posts, your packaging, marketing collateral, even your office design or storefront. Your brand can be part of the shirts your employees wear, as well as the way they answer the phone.
One of the best examples we can give you is Starbucks. Even if you don't drink coffee, you know their brand. Part of Starbucks' mission statement claims they exist "to inspire and nurture the human spirit."
They do. Your experience matters to them and they are purposeful in making sure it is consistent every time you visit.
Starbucks offers a comfy, cozy space with soothing music and free WiFi. Your name written on your cup, called out by an upbeat, friendly employee. The green and other earth tones used in the store, the logo, and marketing are calm and nurturing. Everything about going in for a cup of coffee leaves you feeling nurtured and inspired.
Branding and marketing can feel overwhelming. It can also be the thing you push to the bottom of that "to do" list on your desk. Don't. Companies that choose to invest time and effort into creating a brand and marketing strategy definitely benefit the most. (Think Nike, Apple, McDonald's.)
We would love to help you develop or improve your brand and marketing strategy. Call us today!