Branding Is Not Marketing
By Elon Law | November 14 2015
Importance of marketing
The difference between successful and non-successful individuals or companies lies in branding and marketing. You might say, “Why would I want to know about marketing — I’m not a salesperson.” The answer is simple. All businesses are about marketing.
We are living in a world where the best skills, knowledge, experience or products do not necessarily correlate to success. Just because someone has a better product does not mean that they will have a better income. Likewise, just because the person is best at a particular job does not mean that he will be able to keep that job. There are a lot of companies rapidly going out of business and a lot of downsizing going on right now, and you doing the best job will not guarantee yourself job certainty.
People often mix up the meaning of marketing and branding. Most cannot spell out the difference between them. Here are 6 pointers on the difference between marketing and branding, and how you can capitalise on them to gain an advantage over your competitors:
#1 – Branding is strategic, marketing is tactical
There is a lot of planning and strategising needed for branding. Branding is about anticipating the development of the needs and the wants of clients. Branding is about consistency in everything you do to fulfil that image, the promise you have given to your clients. Branding is about creating a strong USP and delivering it.
Marketing is about utilising specific resources to achieve the goals of the mission, it is about doing the actions, implementing campaigns and channels to bring the consistent message of your brand across to your clients. Of course, there are a lot of tactics and tricks in marketing, but if you haven’t got the branding strategically placed and planned, marketing will be of little to no help to your business.
Have you been strategising on what your brand is? Does your brand differentiates you from your competition? Is your brand delivering superior value as compared to your competitors?
#2 – Marketing is push, branding is pull
Marketing is about taking advantage of resources, channels and methods to get the message across to the clients; as well as educating them about the value you can add to their lives through the product or service you are providing.
For brands, people are attracted to the brand, the mission and vision the brand is attempting to fulfil. Brand is like a magnet, attracting people who wants the desired outcome as a result of engaging your brand. Thus, it has to be strategic as the wrong choice of words or messages may result in attracting and bringing in the wrong crowd.
#3 – Marketing unearths and activates buyers
Marketing brings the message out to the clients. Marketing is what enables your target audience to see your message and your intended call-to-action – without bringing your message across, you can hardly get any business.
#4 – Marketing can convince you to buy
Marketing allows you to pitch and convince the other party to buy from you or do business with you. Marketing is showing the customers why choose you over your competitors, or why choose to even buy what you are offering in the first place. Whilst brand is what you stand for, marketing is the convincing part where you tell your target audience why there is a need to buy from you, why there is a need to buy now, and how it will benefit them if they take action now.
#5 – Brand determines customer loyalty
Brand is what builds your loyal fans. Brand is a trust and a promise between the business and the customers where each party has a certain expectation of the other and has a role to fulfil. Marketing is only able to broadcast the message; what ultimately builds trust and customer loyalty is still the brand.
People today are more willing to spend more cash to purchase a particular brand of product/service rather than buy the cheapest goods. Brand cultivates brand loyalty and fans who will stick to the brand regardless of what happens.
Think of the strong worldwide Apple cult that would buy any Apple products over its competitors’ products, who arguably has more features and functions than their Apple counterpart. Apple sold over a million Apple watches on the first day it was launched, while Samsung took 1.5 years to sell the same number of watches it had produced. It is no wonder Apple is the world’s most valuable company.