Stephen Houraghan here at BrandMasterAcademy.com and in this video you're going to learn the
difference between branding and marketing but by the end of this video you're going to have the
skills to be able to articulate the difference so clearly that your colleagues and your clients will
be going oh yeah that's pretty simple now this is not a new debate branding versus marketing
marketing versus branding it's an age-old debate and i'm not talking about newbie entrepreneurs
and you know people that are wet behind the ears having this debate i'm talking about
seasoned professionals marketers branders brand strategists designers all having this debate to
split the difference between the two now this is not a game of semantics here it's not splitting
hairs it's not a case of which came first the chicken or the egg there are clearly different
roles and different goals of both branding and marketing and if i do my job well enough here
you're not just going to be able to understand the difference between the two you're going to
be able to explain and articulate to colleagues and to clients so that they're just gonna get it
so let's start with branding what is branding well we can start by defining what it's not
and i hate to do this because you've heard it a million times before but branding is not a logo
yet that's true branding is not a logo but it's also not the purpose the vision the mission it's
not the differentiation strategy it's not the personality the tone of voice or any of
one of these individual things and it's also not the creation of any of these things i've heard
branding defined as the creation of a logo or the creation of a brand strategy it's not the creation
of any of those elements branding is the act of expressing a brand to attract and nurture the
target audience to become or remain a customer by shaping their perceptions in other words branding
is the expression of everything that brand represents from its position to its internal brand
its visual identity what its values are everything that the brand expresses about who it is is
branding whether that's visually verbally written or otherwise so when you tweet your branding when
you post a piece of content your branding when you place an advertisement in the market your branding
when you do some seo your branding when you have a display ad your branding and also when
you have a customer service rep on the phone your branding so every last touch point of your brand
is a piece of branding and that includes all of your advertising and all of your marketing
so how does that differ to marketing then well marketing is the promotion of a product service
or the brand itself in order to drive sales so there is a lot of crossover here with branding so
seo is marketing sem is marketing content promotion is marketing also advertising is
marketing anything on the front lines of the brand that drives sales is marketing so when
is marketing not actually branding well the answer to that is never so that means that all instances
of marketing is branding any form of marketing at any touch point is the front lines of that brand
therefore it's an expression of the brand and that is branding so the short answer to that question
is all marketing is a form of branding so doesn't that mean that all branding is marketing well
no it doesn't and this is the key to this video here this is the difference between the two this
is where we're able to separate branding and marketing you see there are many different forms
of expression of a brand but not all expressions of a brand are in relation to promoting a product
or a service that lead directly to a sale so while branding includes all forms of promotional
content and all forms of marketing where there is a direct sale linked to that form of promotion it
also includes every other touch point and every other expression of the brand where there is no
sale attached where there is no call to action and it's just about nurturing the relationship so an
example of this could be customer service it could be packaging design or an email drip sequence or
a how-to video or ongoing content that gets fed to the audience any form of communication where there
is no ask it's all about the relationship it's all about nurturing so any form of communication
where there is no motive there there is no direct motive there is no direct sale involved it's just
communication and it's just nurturing that also is branding so branding includes the marketing
and the promotions but it also includes all form of communication where there is no promotion and
it's just about nurturing so let's distill that and simplify it and split the difference between
branding and marketing what is the big difference between branding and marketing well branding wants
a relationship and marketing wants a transaction and just like all relationships any relationship
between people they include and make possible the transaction that happened within that relationship
but the relationship is far more than just transactions so i hope that cleared something up
for you there and that you now have the skills to be able to go out and articulate that difference
to colleagues and to clients because this is an argument that's been going on for a long time
and not a lot of people have the clarity or the ability to articulate the difference between the
two but if you are able to do that and you are able to help your colleagues and to help your
clients to understand they'll be grateful for that clarity so it is our jobs as brand builders as
brand managers and leaders to be able to split the difference between those key elements of promoting
a business and if we're able to help the people around us to understand it as well well then
we're going to help those relationships and we're going to help our brand as well because anybody
with their hands on our brand is expressing our brand and we want them to understand the
goals of branding the goals of marketing so they can go out and do their jobs properly
if you like this video please give it a thumbs up hit that subscribe button and the notification
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the newsletter it's free and i will drop those techniques directly into your inbox but i want
to hand it over to you now did you like this video did you learn something new do you have a fresh
perspective on the difference between branding and marketing and can you now go out and articulate
that to colleagues and to clients or do you have a different point of view i would love to know
either way in the comments box below if you've got any questions at all in relation to the difference
between branding and marketing please let me know in the comments i'll do my best to answer
all of those until next time happy branding brand like a master and I will see you in the next video
you