Marketing, Advertising, and Branding…. Gracious My!
Its a well known fact that there is a great deal of disarray between marketing, advertising, and branding. Be that as it may, I think marketers are partly to blame.
If you search online, you’ll find no shortage of articles explaining the differences.
In fact, “What is the difference between marketing and advertising?” brings up over a hundred million outcomes alone. A hundred million! And that doesn’t even include inquiries on branding.
Here are just a couple of examples of what marketers have to say about the differences between marketing, advertising, and branding:
“Marketing is a “push” tactic. Branding is a “pull” strategy.”
“Marketing is about preparing your product for the marketplace. Advertising is spreading the word about your products to the marketplace.”
“Advertising is the message about your business. Branding is the message you receive from others.”
What does that all mean anyway?
Part of the problem is that marketers have a propensity to get caught in a pattern of “marketing speak” that, in truth, can get meaningless to others. “Push tactic.” “Pull strategy.” And the like.
I know. I’ve done it. And I’m trying to break the habit.
So I thought I’d attempt an alternate approach to assist make with sensing of everything.
Composed for the small business proprietor. Not marketers.
Branding = Understanding Yourself
Who are we? Who do we serve? How are we unique? What problem do we solve for our clients?
These are the fundamental inquiries of Branding.
Branding, also alluded to as Brand Development, is the internal work that is the foundation for everything else you do in your business. And everything starts with you. Your business.
Before you can determine who you serve and what problem you solve, before you can expand upon that foundation to develop your business, you have to understand what your business is about.
You have to know your story.
Sure. You make gadgets. Be that as it may, what makes your gadgets unique, better than all the other gadgets out there? Superior quality? Ease? An exceptional port that enables you to attach all sorts of gadgets and thingamabobs to the gadget?
Are you particular like Southwest Airlines? Or more elegant like Virgin Atlantic?
Did constantly losing attractions inspire you to reinvent the vacuum cleaner? Or are you carrying on a family tradition of service to the network?
Your story is what gives your business reason and separates you. It’s what inspires your team and associates you to your clients.
Be that as it may, you can’t recount your story until you know your story.
It’s the core of all branding work. And, I’m not going to mislead anybody, it just scratches the surface of branding.
Things like brand strategy, logos, color-plans, messaging, and maintaining that work are all part of the branding equation.
Be that as it may, it essentially all comes down to figuring out what your identity is, what you stand for, and what you offer clients.
Marketing = Understanding Your Customer
“Marketing” is such a confusing term because it is so broad and covers a variety of disciplines.
“Marketing” is everything.
Market research, product development, pricing, client care, sites, leaflets, social media, SEO, publicity, public relations, event planning, blogging, network outreach, and so on., and so forth are all subsets of marketing.
As are branding and advertising (thus the disarray).
And while they all fall within the marketing basin, they are each an alternate discipline that utilization an alternate range of abilities.
What is acceptable to recollect is that marketing is a process.
It’s a process by which your business gets and keeps clients. How your business gets and keeps clients is going to be not quite the same as how another company gets and keeps theirs.
And everything boils down to knowing the client.
- Understanding who the client is and what they need/want
- Developing products and services that will appeal to them
- Positioning those products and services in a way that will resonate with them
- Communicating and promoting those products and services to them
So where Branding is about You. Marketing is about Them.
Advertising = Paying Someone to Tell Your Customer about You
Individuals have a propensity to utilize “advertising” and “marketing” equivalently. Advertising is not the same as marketing.
I’m going to say that again. Advertising is not the same as marketing.
Like social media, event planning, and so on., advertising is a subset of marketing.
Generally, when I hear businesses say that, “We’re not ready to market,” – and I hear that a ton – what they mean is that they’re not ready to burn through cash on advertising. And usually, they’re correct. They’re not ready to advertise.
In most straightforward terms advertising is:
- Creating an ad
- Paying an outsider to run that ad on their platform
One reason for the disarray is that advertising used to be a lot larger – and expensive – a bit of the marketing pie. If you wanted to promote your business you had to pay to run an ad someplace. And that someplace was usually TV, radio, print, post office based mail, outdoor billboards or digital banner ads.
Social media and blogging changed all that.
The available alternatives for how to get your message out have detonated. There is presently an abundance of instruments and tactics you can use in promoting your business – from maintaining a blog on your site to taking your photographs and uploading them on Instagram. None of which require paying an outsider to run an ad for you.
Except if you’re paying another person to run an ad on a platform you don’t possess, you’re not advertising. You’re marketing.
- Branding = You
- Marketing = Customers
- Advertising = “Another person”
Is there an overlap between the three? Sure. Do the lines despite everything get fluffy now and then? Absolutely.
And while marketing, advertising, and branding in practice are interconnected, the terms are not equivalent.
For what reason is this important?
Because “we’re not ready to market” can keep a business stuck. Not engaging in the marketing activities that will help keep them in business.
Because avoiding the work of branding shields you from setting yourself apart. Without knowing your story – without knowing what your identity is and why you’re doing what you’re doing – you can’t communicate with your clients and reveal to them why you’re not the same as your competitors.
Truly, when marketers fall excessively far down the rabbit opening of “marketing speak”, our words can become gibberish. In any case, using the correct word at the ideal time can make a difference. In business, it very well maybe all the difference.
At the point when we utilize the correct terminology, we can be better comprehended. At the point when we are better comprehended, we can accomplish better work. And when we are doing our best work, we can fabricate a superior business.