If you want to raise a few eyebrows, ask the average person what the difference is between branding and marketing.
Here’s what branding is not:
- Your logo
- A tagline
- Your current advertising campaign
- A single product
An easy way to differentiate between the two is this: your brand is who you are, while marketing is only your message. When done right, your brand is your reason for being. Your brand permeates your culture and is communicated to your customers every time they see, feel, touch, or experience your brand. It creates trust. Get it wrong, and you could end up making a case for your competitor.
The most powerful branding happens when you listen, not when you talk. Your consumers will tell you what your brand is—or what they need it to be—because they alone know.
The strongest brands use their understanding of the difference between branding and marketing to build marketing campaigns that work hand in hand with their brand positioning strategy. They listen to their customers, and let their values, hopes, and desires define the brand’s position—then craft marketing campaigns to communicate that value through simple, creative, dazzling executions.
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