Branding vs Marketing
Having a clear understanding of the difference between branding and marketing is crucial. As much as branding and marketing coincide together, there is still confusion that marketing is part of branding or branding is part of marketing.
As much as they do go hand in hand, they are not mutually exclusive and at the same time it is important to notice that they are separate aspects of business but they are intertwined. So if you allocate your marketing budgets for branding then you wouldn’t do justice to your marketing and vice versa.
Understanding Its Connection & Difference
Branding is broader than just marketing, it goes from the C suites and business development all the way down to the frontline salespeople. So the first thing is that branding and marketing is not the same but they are connected.
Which one comes first? To answer this, let us understand the differences first:
Branding is Why. Marketing is How.
Let’s take Warby Parker(www.warbyparker.com) as an example:
Why: Warby Parker’s mission is “to inspire and impact the world with vision, purpose, and style” and it is ingrained in everything they do.
How: Warby Parker created the “Buy a Pair, Give a Pair program” model — working with a handful of partners worldwide to ensure that for every pair of Warby Parker glasses purchased, a pair of glasses is distributed to someone in need.
Seeing The Big & Small Picture
We can say that based on the example above that:
Branding is Macro. Marketing is Micro.
How does that work then you may ask? Let’s look at another case study, Apple(www.apple.com): Macro: Apple commits to be 100 percent carbon neutral for its supply chain and products by 2030. Micro: All iPhone, iPad, Mac, and Apple Watch devices released in the past year are made with recycled content, including 100 percent recycled rare earth elements in the iPhone Taptic Engine — a first for Apple and for any smartphone.
Which Comes First?
Branding is the fundamental to your marketing strategy. BRANDING COMES FIRST! Your ATL, BTL and TTL marketing approaches will change according to modern standards along with present industry and cultural trends but your BRANDING remains constant.
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