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Branding vs. Marketing

The difference between branding & marketing

Branding Vs. Marketing

Published April 15th, 2016

How do branding and marketing get so confused with one another so often? People view an ad on a billboard and see it as the branding of a company. Some also interchange branding with marketing by seeing the same ad on the same billboard. Marketing is the promotion or the pushing of a product or service. Branding is how a firm is viewed outside of the realms of its marketing campaigns.

Marketing in a Nutshell

Marketing is a company's promotions, advertising efforts, online website presences, SEO platforms, and social media accounts. It's a comprehensive set of tools companies use to promote products. These tools are used in unison with the singular goal of influencing and attracting an audience. These tools only scratch the initial layer of what your business is - and what it could be in the future. Like I said, marketing is the pushing of an idea or product. It's primary goal is the gain new customers by saying, "My company's products are better than theirs, and here's why."

In a well devised branding / marketing campaign, marketing is a necessity. Once its goal is completed, it quietly exits the room to give way to branding.

Branding in a Nutshell

Where marketing is what gains new clients, branding is what keeps them loyal. Branding is how users, clients, investors, and potential clients perceive a company. It's the underlying framework of what makes companies beneficial to themselves and their customers. Branding is what makes active promoters of products after they've been acquired. If done well, people will push your brand for you, they'll tell others about its quality, and even purchase more of the brand's products as a result.

Apple has a very well-known brand. Their brand's mindset - "Let's make innovative stuff that helps humanity greet the world with cool technology." There's a lot of power in those words. It's basically saying that Apple's goal is to help and innovate humanity through creative products like the iPhone, iMac or iPad. And what have they done? They've granted the world innovation and creativity through the iPhone and their products.

This is branding at is finest because Apple does what it says - it invigorates its audience through products that change the way humanity communicates. People will continue to use Apple's software and hardware because the brand has succeeded in selling comfort, stability, reliability and above all else, happiness to the masses.

About the Author

Tim Raymer is a professional designer with 10 years of experience in the design industry. He holds a BFA in Graphic Design from Eastern Kentucky University. He is a design and marketing consultant who enjoys spending time with his wife, Meagan, and two sons, Atticus and Gaius.