Branding, Marketing, Logo – What’s The Difference?

Branding versus Marketing

What does the public say about your artwork? Ok, what does your friend or parents say about it?

You need to know what the public’s perception is of you in business because feedback is gold. This type of analysis is what corporations pay money to research through surveys and focus groups. Knowing where your business stands in branding, marketing and strategy are important concepts to know when developing a marketing strategy. What’s the difference and why should you care? If you’re trying to monetize your passion, it pays to know how to run a business.

Branding is what the public thinks and says about you. Alternatively, marketing is what you say you want your company to be. Your marketing strategy is based on what you want to sell or pitch. For e.g. back your ads by market research, or which ads should you run where. That requires a marketing budget. If you're a big company you’re focusing on awareness, clicks and traction. As a small business, you should also consider these to a certain extent.

Branding runs a bit deeper than marketing and can even encourage someone to buy a product. Based on the last product you bought, whether athletic wear or technology, why did you choose that brand and not another one, when the price wasn’t a variable?

Three concepts you need to know to decipher in the world of business:

Branding versus marketing:

Branding is who you are, and marketing is how you will build and showcase brand awareness so you get in front of your ideal customer. Branding is vital in huge and saturated markets. In art or music, how will your brand or story stand out? Visually speaking we see the brand first and remember it, or not. How the customer's eye perceives or remembers you is branding. What can they expect of you? Marketing is a plan or set of tools you will implement to deliver your brand message. Marketing supports your brand message and can be a mix of visuals, texts, keywords, videos and so on, both online and offline.

Brand versus a Logo:

If a brand is how a customer experiences your product or service, a brand is a single visual that represents your company. Brands are ultimately built through customer interpretation and perception. That might not be what you expect and so encourage feedback and research. Let’s take the famous Nike logo. It’s unmistakable, but what Nike has mastered is the logo instils the brand into your brain because through marketing you have seen a lot of things represent ‘Nike’ through ads, videos, and sponsorships. They have done this seamlessly. If you think Nike, you can probably come up with a few words to describe what Nike represents as a brand. If someone is not familiar with your logo or your brand, they need constant reminders to engage before they connect with it. Ultimately, they need an emotional or memorable experience related to it to excite or interest them. This is where immersive experiences, community building and collaborations matter.

Marketing strategy versus marketing tactics:

A strategy is a plan you will put into place to achieve a specific goal or set of goals. Put another way, what resources will you put where to achieve the desired outcome, based on an analysis. On the other hand, tactics are the sets of actions you will implement to achieve those goals. So your strategy informs the tactics you choose. Choosing the right tactics is important to achieving the right outcomes. In a saturated market for e.g. marketing on every single social media platform might not be realistic. By choosing where, how and when to post you are being strategic – and the tactic is what you post, where and when. Strategy is like chess, and it helps define your competitive strategy. Tactics are the details.

Branding is often said what leads to fans, people who come back and are ride-or-die. Alternatively, marketing helps to get people to go to the brand in the first place. Both are important and one does not necessarily come before the other – it depends on a lot of variables such as industry, size and market. Remember, you need to find a balance between how you think you’re conveying your brand and how it’s actually received. Be open to feedback and evolution.