Branding, marketing, and advertising are all
tools you use to help promote your business. They help you acquire and retain
customers, as well as drive sales and profits. These elements are all closely
connected in purpose, and tend to feed off one another, making it easy to get
them confused. Understanding the differences can help you develop more focused
business initiatives, and maximize the effectiveness of each tool.
·
Branding is what your company believes in, why it
exists, and how consumers feel about your business and products. Branding
promotes loyalty and long-term commitment. The visual components of your brand
include your company name, logo, tagline, fonts, and color scheme. These
elements identify your brand and create an association in people’s minds
between their desires and beliefs and your company’s ideals.
·
Marketing encompasses strategies to build awareness of
your company’s products and services. It also involves promoting and protecting
the brand. Every message about your company is part of your marketing. This
includes all social media interactions, customer service, personal
relationships, printed materials, websites, social media profile pages, and
anything that contains your brand imagery.
·
Advertising is a subset of marketing, focused mostly on
acquiring customers and driving sales. It generally relates to paid campaigns
that are carefully written and designed to reach a target audience through
various media, including online, newspapers, magazines, posters, television,
and radio.
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