The words branding and marketing are often used interchangeably or, at the very least, in a confusing and incomplete manner. However, they represent very distinct concepts within a strategy.
Branding is the process of specifically defining a brand identity. It includes creating and managing those elements that determine the company´s essence, including its mission, values, personality, tone of voice, and visual design. Branding answers the question “who are we?” and seeks to build an emotional relationship with its customers, developing trust and loyalty. In essence, it is what the brand represents in the mind of its consumer.
Good branding not only helps a brand establish itself in its early stages, but also facilitates its future growth. By having a clear identity and message, the brand can expand into new markets or launch new products while maintaining consistency within its image and reputation. In addition, strong branding makes it easier to capture the attention of potential investors, partners, and employees, who will seek to associate with a company that has a clear vision and a solid, established presence.
On the other hand, marketing is (very, very simplistically, only for the purposes of taking up one single paragraph in this entry) ell those strategies, tactics and actions put in place and action for the sake of promoting the brand’s products or services and -ultimately- driving conversions (remember “the funnel”?). Marketing answers the question “how do we communicate what we have launched and sell?”, by using tools such as advertising, social media campaigns, SEO, among many others, combined in the manner of campaign strategy, to capture the attention of consumers and generate sales. Listening, observing the consumer, the trends and markets they are immersed in. While branding is a long-term strategy focused on building value, marketing is more linked to temperature, momentum, and emotion; it focuses on tangible and specifically-measurable results.
Branding is one of the strenght-pillars for the success of any brand, especially in its early stages. When a company takes its first steps, establishing a solid identity is essential to differentiate itself from the competition, gain recognition and build a relationship of trust with its customers.
Howver, along the way towards this definition, many companies fall into a trap created by themselves, believing two very common myths:
Myth 1: Branding and marketing strategy come before the construction of a solid business model.
Myth 2: Branding is a marketing “byproduct”, or -in occasion- its “subsidiary” and not a previous concept, and even more so – with time and loyalty – a marketing strategy in itself.
Is your business strategy sufficiently clear?
For entrepreneurs, branding is a powerful tool, but it should not be the first step when the moment comes to putting ideas into business. Before even thinking about a visual identity or how your brand will look, it is essential to develop a solid business strategy that serves as a basis for everything else.
Said business strategy defines what you are going to offer, who your target audience is, how you will generate income and how you will differentiate yourself from the competition, for example. Without sufficient clarity here, branding can lack direction and focus. Imagine building the facade of a house without having first made out a layout and blueprints; without a development strategy, branding would be superficial and ineffective.
Once your objectives, business model and market have been well-defined, branding can then be aligned to these key elements. Your brand identity will then be an authentic reflection of your vision, adapted to the needs and desires of your audience. A strong brick within a solid construction plan.
Business strategy provides purpose to branding, and consequently, to the marketing strategy that will symbiotically support brand growth. Developing it first not only guarantees coherence, but also maximizes the chances of long-term success. Branding communicates who you are, but to be clear about that and develop its communication, the strategy must first and foremost define what your brand has to offer, what sets it aside and how you will make it profitable.
The step towards a marketing point that is -essentially and again- branding!
Like everything that comes from consistency, building loyalty and… time, the twists in life and in business sometimes “boomerang.” That’s right, as brands are met with a long history and recognition, they tend to focus their efforts on branding rather than traditional marketing.
Why? Because they have managed to consolidate their position in the market, where they no longer need to focus so much on selling a specific product, but on maintaining and strengthening their emotional relationship with consumers. Such is the example of brands like Booking, Coca-Cola, and so many others, inside and outside our beloved tourism industry.
Branding allows them to reinforce their identity and values. Coca-Cola, for example, does not just sell a beverage; it intends to convey and “sell happiness”, shared moments. Its campaigns seek to strengthen this relationship: this is brand presence and permanence. They have managed to become a cultural piece. Even their new launchings, along with the campaigns that are specifically developed for sales purposes, nurture themselves and profit from this concept. Their campaigns seek to strengthen this emotional connection, so that consumers associate the brand with “positive” experiences. Similarly, Booking, rather than just promoting reservation services, seeks to convey the idea that it offers easy and satisfying travel experiences, aligned with freedom and convenience.
Unlike marketing in the strictest sense of the word, which is more focused on direct conversion and generating immediate sales, branding is a long-term strategy that fosters loyalty and maintains the brand’s positioning in the consumer’s mind. At this point of maturity, the main objective for companies in these positions is to remain relevant and continue connecting with their audience emotions, far beyond what they actually sell.