Branding vs Marketing

We often get this question, "what is the difference between marketing and branding," or "is branding the same as marketing?" And because there is indeed a difference between these two concepts and the differences are sometimes very subtle, in this blog we will tell you more about the differences.

To explain the difference very quickly, Marketing is asking someone for a date and Branding is why they say yes. The two concepts are certainly connected, but not the same.

In addition, there is a difference between branding and marketing at the macro and micro level. Because Branding is macro and Marketing is micro. To explain this, I like to use Adidas as an example:

Macro(Branding): By 2024, Adidas aims to have all of its shoes and apparel made from recycled polyester.

Micro(Marketing): Adidas gave 200 designers worldwide their first 100% recyclable shoe for beta testing.

By giving 200 designers this beta test, Adidas is showing its commitment to sustainability.

Send us a message

Branding

Branding is derived from the Old Norse word "brandr. It means "branding. Livestock owners literally used branding to distinguish the herds of different owners.

As simple and effective as these origins are, branding today is a bit more than just printing your logo on something. Branding makes a brand so much more than just the label on your product, the service you provide or the organization you work for.

So you could say that Branding is the "why" of core values. These core values say something about your company in the long run. It defines the entire process of positioning your company according to your core values and it creates loyalty (the reason why you choose the same company over and over again). Your company is your brand and your brand is your company. Branding creates value. But branding alone won't do you much good without the right marketing. Branding without marketing remains a bit like a good intention. For example, you can have your personal branding completely clear, but if you cannot communicate it in the right way, it will never have any effect.

Marketing

If Branding is the "Why," Marketing is the "How." How do you convey your company's core values to your target audience? This is often done small-scale (micro) and short-term. It defines tactics to position your brand or your product. These actions generate reactions and set things in motion for your brand. Through Marketing, you express who you are and who you want to be. Marketing extracts value. Marketing refers to all the activities a company undertakes to drive the purchase or sale of a product or service. Marketing is there anytime, anywhere. On websites, social media, in the supermarket, train, stadiums, your mailbox, during a lecture, etc.

Where I define branding as that which people think, feel and say about your business, marketing is that which you say about your business.

What comes first?

Branding is the core of your marketing strategy, so branding comes first. Your marketing tactics will continue to change and follow current state of the art and cultural trends. But your Branding remains mostly the same. Before you start a marketing campaign, it is important to know what you want to convey. You can compare it to going on vacation. You must first know your destination before you can determine how to get there.

How do Branding and Marketing influence each other?

Before you start a marketing campaign, it is important to know what you want to put out. You can compare it to going on vacation. You have to know your destination before you can decide how to get there. So you start with your core values. What do you think is important, who do you want to be and how do you want to be seen. Once you have this destination clear, you can start determining how to get there. Throughout this route to your final destination, it is important to remember your core values. If you think sustainability is very important and you want to be seen as a sustainable person, then a flight vacation does not fit with your core values. It works the same way with Marketing and Branding. Branding is your purpose and your values. Marketing is your route and the way you, will reach your goal.

Getting Started with Branding and Marketing

In the blogs "5 tips to build a brand strategy that's future proof" and "Build a brand strategy that stands like a house", we take a closer look at building a strong brand. Among other things, the heart of your brand (purpose, mission, values, vision) and value proposition are discussed here.

In the blog "Building a Content Strategy in 13 Steps," we give you tools to turn your brand strategy into a marketing strategy.

Are you completely up to date regarding the differences between Branding and Marketing? Or would you like to know even more about these terms? Don't hesitate to contact us. We are always open to talk about issues that concern us on a daily basis.

Were you inspired by this article? Make work of your online marketing.