Branding and marketing—for many, the two words mean the same thing, but ask an experienced PR agency and it will tell you that, though these concepts may have similarities, the two are actually distinct. So what’s the difference?
According to brand guru Robert Bean, a brand is a ‘promise delivered’, meaning when you make a promise to your customers, you deliver on that promise every single time. The idea that a brand is a logo or a sign in neon lights is just a small aspect of what branding really is—your brand represents everything in your company. This includes you, your brand’s purpose, your products and services, even your customers.
Marketing, on the other hand, is about actively promoting what your brand provides, be it a product or a service. Marketing is a push tactic designed to ‘push’ a message to your audience to get sales results. Marketing, then, is a critical part of branding. It helps you let customers and prospects know about your brand’s promise and its ability to deliver.
Marketing may contribute to the brand, but the brand is larger than any single marketing effort. The marketing part may convince customers to make a purchase, but it is the brand that ultimately influences your customers to be loyal to you—or not.
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