The Difference Between Marketing and Branding

The importance of a brand-first approach.

I hate to be the bearer of bad news, but not that much, you are wasting your budget.

Mic drop…

This blog could end here! But, to convince you that the opening statement is more than just cliche, let me explain.

I get a lot of inquiries from businesses that need help with marketing. They are frustrated by the results they are getting and feel that focusing on a ‘better’ marketing plan would turn into more customers, more followers, more leads etc. But, that just isn’t happening. And now, they want to try and improve their results with more… marketing?

Let’s pause here. The majority of times the reason why marketing is getting sad results is because the brand has been poorly thought out and implemented.

Somewhere along the line, they were given bad advice about what to do with their money, and not only that, but they were not clearly informed of what the difference between branding and marketing.

Let me tell you something: one cannot be one without the other. Branding and marketing are like Thelma and Louise. Ernie and Burt. Bonnie and Clyde. Alyssa Milano and Holly Marie Combs. (Okay, maybe not quite like that last example, but I’ll use any weird metaphor if it means I can drop an Alyssa reference in my blog.)

Here is a very basic explanation to help clarify the difference:

What is marketing?

Marketing is the act of promoting and selling. It’s how your message gets out.

What is branding?

Branding is the act of communicating and positioning. It’s how you are perceived.

Here’s a relatable example.

Let’s pretend you are a single dad with a goal to go on five dates per month (you are ambitious). You get a fade, buy a new outfit, lose a bit of weight, put some pomade in your hair and stock your liquor cabinet with expensive cognac so you look sophisticated. That’s your brand. 

You then drive to a singles night at the pub and put your profile on Tinder. That’s marketing. 

Plain and simple, you can not have good results without each element. 

If you looked amazing and were confident in who you were, but didn’t go out - no dates. If you marketed yourself on Tinder looking like you just got out of bed after a long night, you’d get a whole ton of swiping left. Again, no dates.

Your business wants dates, aka, customers, people interested in what you have to offer, who see your value and like your vibe.

In order to get customers, you first need to brand yourself in a way that showcases your best self. You showcase your personality and products or service in a way that stands out, appeals to them visually, so they like the experience and can relate to your messaging. What is your company image? What do you want to project? What do you want your values to be, and your company to stand for? 

Branding encompasses the design, the colours, the voice, the feel, the vibe and the usability of each piece that you are going to show your customers. Which are is particularly relevant in today’s digital marketplace, where a website has only a few seconds to command the attention of buyers. At first glance, do they want to do business with you, or are you a swipe left?

Once you have a strong brand, marketing has the ability to come in and do its job. 

When you formulate marketing strategies that are effective and consistently promote your brand. This is some good stuff. Customers are going to feel more connected to you, spend more and stay loyal. They are going to talk about you, share your product and tell people all about you. 

My advice is simple. 

If you want to achieve long-term success, focus on brand first, and marketing second. Create a relevant, purposeful brand and keep it consistent across every communication touchpoint, from social media and websites, to business cards and trade show booths, and everything in between. 

Then, open up a bottle of that expensive Cognac and watch the swiping right begin.