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 [Music] 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 set it 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 and 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 long-term value it's about establishing a stored memory stored experience a stored perception in the consumer's mind it's about a deep
emotional residence 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 that 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 the 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 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 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 slash groups slash brand design masters 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 philippvandusen.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 you
