- Hey, everybody, welcome back.
In this video I want to talk to you about
the differences between branding and marketing,
because it seems a lot of the time
when I'm talking to clients
they seemed a little bit confused about what branding is
and then how that differs from marketing.
I've even heard creative professionals struggling with it.
So I wanted to come on and do a video to try to describe
and get across what the differences are between the two.
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So, first of all, let's start off with some definitions.
"A brand is a name, term, design, or symbol,
or any other feature that identifies one seller's good
or service as distinct from those of other sellers."
Now, branding on the other hand,
"Branding is architecting and managing the meaning
and experience of the brand with intention."
So said another way,
branding is managing the meaning of the brand.
So managing the meaning of the names, the terms,
the designs, the symbols that go into making any company
distinct and different from its competition.
Here's another great quote that describes brands
in a very interesting way.
"A brand is a promise.
It's a promise that your company can keep.
You make and keep that promise in every product, experience,
marketing activity, every action, every corporate decision,
every customer interaction."
So now let's look at a quick definition of marketing.
"Marketing outlines the specific activities of how, where,
and when a brand will promote its products and services
to its customer targets in the marketplace."
Let's talk about six key differences now
between branding and marketing.
Number one, branding is the what and the why,
and marketing is the how.
So branding is concerned with the what of the product.
What the products and services are. What do they do?
What is the value that's delivered?
We also call this the value proposition.
Branding is why the seller does something.
Marketing on the other hand is about tactics.
It's about how the seller will go to market,
how they will promote their goods.
Marketing is about advertising. It's about communication.
It's about communicating benefits,
both functional and emotional.
Now, number two is branding is long-term
and marketing is short term.
Branding is concerned with long-term equity, longterm value.
It's about establishing a stored memory, stored experience,
a stored perception in the consumer's mind.
It's about a deep emotional resonance that lasts over time.
Marketing on the other hand is concerned
with generating immediate action.
It's about short-term activity.
Now, number three is branding is macro
and marketing is micro.
Branding is concerned, as I said, with that big picture.
It's about overarching perceptions and attitudes.
It's about zooming out. It's not about short-term activity.
Marketing is concerned with details.
It's concerned with actions being taken.
It's concerned with activities that's happening,
activities that are generating sales.
What we do, where we do it, how we do it.
And number four is slightly along the same lines.
And that is the branding is trajectory
and marketing is tactics.
So branding is really concerned
with the long-term direction.
What is the north star?
Where are we going with our strategic direction
of the brand?
Where is the company positioning itself in the marketplace
in relation to its competition?
Now, marketing on the other hand is really about tactics.
It's concerned with the actions
that we're going to be taking.
What is the action we're going to take?
Where are we going to take that action?
When are we going to take that action?
It's about moving forward.
It's about taking short-term action.
And number five is kind of about results.
Branding builds loyalty while marketing generates action.
Branding is concerned with, again,
what the consumer feels long-term about the brand.
How that loyalty is built.
What is that long-term preference,
those long-term buying habits?
Marketing on the other hand is concerned with short term,
quick, immediate action.
Anything that is going to create
immediate results for the brand.
And finally, number six is about value.
Branding creates value while marketing monetizes that value.
So branding seeks to instill that deep emotional resonance,
that deep emotional meaning,
into the consumer about the brand.
It seeks to create that long-term affinity,
that long-term preference.
How do you get people to share
about the brand word of mouth?
How do you get them to pass it down to their kids,
their preference about what brands to use?
Marketing on the other hand
is about turning that value into money.
Marketing seeks to extract tribute,
extract money from the consumer
for those functional benefits,
for those emotional benefits that the brand is delivering.
So monetizing the value is what marketing is about.
I wanted to take a quick break
and tell you about a cool group that I've started.
It's a private Facebook group called Brand Design Masters.
So if you go to facebook.com/groups/branddesignmasters,
you fill out a quick form and you'll get accepted
to the Brand Design Masters Facebook group,
which is a group of creative professionals
who are networking with each other.
They're sharing their work. They're getting feedback.
They're sharing news, and resources, and tools,
and trends with each other.
It's a very vibrant group,
and I invite you to come over to Facebook and join.
So that's it.
I hope you enjoyed this video on the six differences
between branding and marketing.
And if you did, please hit subscribe below
so you can see my videos when they come out.
And make sure to hit that notifications bell
so you can get alerted when I go live
or when I post something new.
And if you need some help with your brand,
your brand strategy, or your creative professional career,
because I do coaching, go to PhilipVanDusen.com.
Let's see what we can do to take you to the next level.
And with that, thanks again for watching.
It's great to see you, and until the next time, bye for now.
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