What the heck is BRANDING?

Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what a particular brand is and is not.

What the heck is MARKETING?

Marketing is defined as the action or business of promoting and selling products or services, including market research and advertising. These are the strategic and tactical activities that generate leads / new customers.

The brand does not explicitly say “Buy me.” Instead, it says “This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.”

WHAT’S THE DIFFERENCE AND WHY DO WE CARE?    There is one distinct difference between marketing and branding, which is their business function. Simply put, marketing unearths and activates buyers. Branding makes loyal customers, advocates, even evangelists, out of those who buy. Branding is not a logo, catchphrase or slogan – those are all important parts of branding but not the only things!

BRANDING VS. MARKETING: CASE STUDY    Here’s how this works in real life. Let’s take an auto shop business for example. They have a healthy monthly marketing budget to send direct mailings, run Facebook ads and other digital ads. However, once someone walks through their door to get a free oil change (as part of a high-converting promotion), the customer notices a dirty waiting room, a rude front desk employee and a long waiting time for their oil change. Their experience with this company is poor and they won’t be going back. The customer may also feel the need to give the auto shop a 1-star rating on Yelp, Google or Facebook because of their experience.  

However, if that same shop invested in creating a positive customer experience (e.g. offered a clean, comfortable waiting space, a friendly front desk employee), that customer could not only become a lifelong repeat buyer but also recommend the service to their friends.  

So case in point, no amount of marketing can save a continuously misguided brand. Businesses must fix the brand first!