Branding e marketing they are so intimately connected that people often don't understand the differences between these concepts. As founder of a startup, it is essential that the entrepreneur knows in detail the characteristics of each one as well as the differences to use them properly.
These two business functions work together towards the same goal: to make people aware of a product, service or company, thus increasing their income and profit.
O marketing focuses on selling the product. Apply strategies that convey messages to customers such as “Buy this product because it's the best on the market” in order to gain significant sales.
On the other hand, the branding it is the communication of characteristics, values and attributes that clarify what the particular brand is and is not. That is, it is the creation of a name or image of the product or service in order to be easily recognized by consumers. This action will help to encourage customers to buy or consume the product directly supporting the sales activities defined in the marketing strategies.
Differences between these two concepts
The first thing that the entrepreneur should know about these two concepts is that the brand is the basis of marketing. For that reason, this must be defined first. It is essential to clearly define who the company is or startup as a brand, before specific marketing methods, tools, strategies and tactics begin to be developed.
Branding It is the identity of the startup while marketing represents the message to convey to customers. It is this identity that will lead customers to become loyal to the brand or not. In other words, the reason for its existence is the value and the distinct, unique and authentic culture of the company will make customers return to consume or buy their products.
Branding as a strategy and marketing as a tactic
For this reason is that the branding It is defined as a strategy and marketing as a tactic. THE marketing can contribute to a brand, but the brand is a feature superior to any marketing strategy, however good it may be. The brand is what remains after marketing is applied. He is responsible for the mental association of the customers' product or service, regardless of whether they bought or used it at that specific moment or not.
Another difference is in how often these concepts are changed or modified. Marketing strategies evolve and respond to current industry and cultural trends, which causes them to change frequently. already the branding remains the same since the beginning of the business. The rare times changes are made, it is usually in response to the company's growth in the products or services it offers, rather than a change in its principles, values and mission.
Often say that marketing is for business and brand is for customers. That is, the first influences the customer's immediate response to the purchase or use of the product, publicizing its benefits. On the other hand, the brand influences the psychological position of the user, building a strong and healthy relationship with them.
You can see that these two concepts are key to the success of startup. Despite working closely together, there are differences between them that the entrepreneur must know: branding It is the way to keep existing customers and marketing is the way to attract new customers.