The difference between branding and marketing

Although often confused and seen as the same thing, branding and marketing are two very different and two very important business elements. While you might be scratching your head right now trying to ascertain where the variances lie, don't worry; you're not alone. There are a number of top notch marketing companies who're also guilty of merging the fine line of distinction between the two. A coherent definition of marketing, and an explanation of what branding is, will assist you in understanding the two and how they impact your business, both individually and together.
What is branding?

Branding can be defined quite simply as your persona. This is how the world sees you; the image you project and the business personality that people come into contact with. Your brand not only defines your business, but also speaks about the employees, how you conduct business and what you can offer the public. A brand is a promise to deliver an unmet need.

What is marketing?

Marketing on the other hand, is more about the way you promote your business and the services offered. How do you reach your patrons? Whatever means of advertising, promotion and publicity you elicit is collectively referred to as your marketing.

Branding and marketing working as a unit

The brilliance of brand strategists and marketing moguls is brought to light in the way they combine these two elements. A strong brand without a marketing strategy can still be recognised, but it potentially won't travel as far as is possible. Conversely, a marketing strategy without a recognisable brand to back it up could possibly receive a "flash in the pan" moment of recognition, but in most cases this will soon be forgotten. Consumers need something to identify with; that's the brand. They also need a way for the brand to be brought to their attention; that's the marketing side of things.

Each element is a fine art that deserves individual attention. Brand designers and marketing experts should be consulted for branding and marketing respectively, but once you bring the two together, you're met with an amalgamation of the two essential halves of your business' public profile.

Get in touch with WRAPPA Brand Consultancy today to start developing your brand strategy.

About WRAPPA
WRAPPA is a brand consultancy firm that offers full-spectrum corporate branding and brand development services. These services are offered to start-ups and large corporates alike, providing a tried and tested means of stimulating a positive public perception of your business.

Contact WRAPPA:
Web: www.wrappa.co.za
Mail: info@wrappa.co.za
Phone: 082 775 5191



15 Feb 2012 11:07

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