What's the difference? Marketing & Branding
I have so many conversations with people about marketing and branding and the two tend to run together as if it's one entity. While these two things hinge on each other - they are very different - although there is a huge line where they crossover, making it difficult to differentiate in conversations.
Marketing is promoting your product or service (although there is a huge spectrum of what people think should belong under this umbrella). When marketing, we are telling people why they should buy our product instead of theirs. This telling... is a push tactic - you are actively promoting what you have to offer. Buy our product - we have a superior product - we are cool - we can fix your problem. While this is a necessity of building your business - it is not Branding.
Branding on the other hand, will help encourage someone to buy your product while directly supporting the marketing activities. Branding doesn't say "buy me" - it says "this is who I am". When branding you are being transparent and telling them why you exist... and if they agree with you then they will support you. This pull will have an effect of them supporting your business/service/product and in turn produce a natural recommendation to their friends/family. Example: You agree with a company's ideals, drive, what they stand for... you derive similarities in how you think and feel when you are presented with this information and the effect is - you purchase the product/service. Then, from that positive experience - you continue to promote that product because you know others that think & feel like you... so instead of a sales pitch, it becomes a natural reaction because you have a feeling they would enjoy, agree, benefit from the same experience.
Branding is a cost center; however it is the support system or cornerstone of marketing, business growth, good employees, and long-term client retention & natural referrals.
Marketing is tactical. Branding is strategic.
Combining pull marketing with strategic branding creates long-term customers and the best referral marketing business - and may be a slower build up - but a stronger long term game plan for consistent growth. Agree or disagree?#