“If branding is the author, marketing is the publisher.” - Thrive Agency

Marketing and Branding are vital to business success. But what makes them different? How do they compliment each other in the business world?

First, let’s explain what each strategy is.

What is Branding?

Branding is the process of creating your company’s visual design and what it stands for. It includes logo variations, a website, consistent language, tone, personality, colors, fonts, mission & value statements, and many more design/communication guidelines. To be memorable and effective, a company needs to have good visual and abstract branding. If they don’t have a logo design, nobody will be able to recognize their products and services easily.

Employees need language and tone guidelines so that they will understand how to communicate with customers in a way that best represents the business. Consistent communication styles, positive customer care, and humor create a company that everyone remembers and loves!

What is Marketing?

Marketing is the process of creating strategies that draw in customers and ultimately make sales, while good branding is what keeps customers loyal. When a new product or service comes out, the marketing team is the group who writes the campaign and puts it into action. They keep track of the metrics, understanding their target audience, and put this information together to meet them where their attention and values are.

How They Compliment Each Other:

There are so many startups, corporations, and at-home businesses. Companies must have impeccable branding to stand above their competition. This is why it is so important to have actionable strategies in place to create solid branding and effective marketing for your business.

While marketing and branding have similar goals, they have different niche specialties. This allows each team member to be a pro at what they do.

Here’s a breakdown of what this partnership could look like in an ad campaign. To create an effective video campaign, a business may need to partner with a professional videographer. The marketing team would gather the campaign content, and branding would help with the layout, colors, etc… Both departments plus the videographer work together to create this ad campaign that will help increase the company’s sales and brand awareness.

How They Are Different:

Marketing and branding are different in their daily tasks. For example, the design team might create email templates that align with the company’s brand guidelines, while the marketing team would then create the content for these emails, written specifically to connect with their audience. The marketing team runs campaigns, SEO, paid-per-click ads, sales promotions, and more.

Visual and abstract design come before marketing. In order to create a successful marketing campaign, one needs to understand what a company stands for, the way they prefer to communicate, their target audience, their colors and fonts, and their image guidelines.

In Summary

In the business world, it's important to understand the difference between marketing and branding. This will allow you to optimize your brand and marketing strategies so that your business can be successful and reach your target audience better.

To update your company's branding and marketing strategies, schedule a consultation at culturebc.com.