marketing strategy and brand strategy

Branding & Marketing: What’s the difference?

"Is there even a difference?"

There is a lot of confusion about the difference between branding and marketing. Many people use the two terms interchangeably, but they are actually very different concepts.
In this article, we will discuss their differences and explain why it is so important for businesses understand the distinction. We will also provide tips for how you can use branding and marketing to improve your business!

What is branding and what is marketing?

First things first—before we jump into the differences, let’s first cover what, exactly, branding and marketing are.


The process of creating a unique name, personality, identity, and design that is the essence of a company or product. It is about building a strong relationship between the consumer and the brand. When a consumer sees a brand, they should feel an instant connection to it and be able to trust what the brand represents.

In short, it’s the creation and management of a company’s image or reputation through the eyes of the customer.


The process of promoting and selling products or services. It involves creating marketing materials such as ads, brochures, and website content, as well as arranging for product placement or sponsorship deals. Marketing also includes activities like market research, which helps businesses understand their customers and identify new opportunities.

In short, it’s the process of promoting a company through advertisements, promotions, and other marketing materials.

What are their goals?

Branding and marketing each have different goals, but they both work together to achieve a common goal: providing a boost to your bottom line. Here’s an overview of the different goals.

The primary goals of branding:

  • Creating awareness
  • Developing trust
  • Shaping perceptions
  • Differentiating from competitors
  • Inspiring loyalty

The primary goals of marketing:

  • Increasing sales
  • Generating leads
  • Building customer relationships
  • Driving website traffic
The main goal of branding is to create a strong connection between the consumer and the brand, while the main goal of marketing is to promote and sell products or services. However, effective branding can help increase sales by making consumers more likely to buy from a company that they trust and feel connected to.

Additionally, effective marketing can help create awareness for a brand and introduce it to new consumers. Thus, while branding and marketing have different goals, they are both essential for contributing to a successful business.

Grabbing Attention vs. Holding It

When it comes to marketing, it is important to grab people’s attention. This can be done through various means such as catchy slogans, bright colors, and exciting visuals. However, once you have their attention, you need to hold it. This is where the impact of your brand comes in.
An effective brand will create an emotional connection with your target customers and make them more likely to stick around and learn more about your company. An effective brand also helps shape your target customer’s perceptions and differentiate your company from competitors. By creating a strong brand identity first, you can inspire loyalty among customers and keep them coming back for more.

Brand it first, market it second.

When it comes to running a business, it is important to have a clear strategy to be successful. Many people mistakenly believe that marketing should come before branding, but this is not the case, and here’s why:

Figuring out who your brand is, your target customers, your audience, your values, and the identity of your brand are more important to do first. This is because it is essential to have a clear idea of who you are as a company and what you represent before you start trying to promote what you do or sell.

Additionally, it is important to know who your target customer or audience is so that you can market effectively and reach them. If you try to market to everyone, you will end up reaching no one. By focusing on positioning your brand first, you’ll be able to improve your chances for success.

Implementing branding before marketing will allow your business to achieve greater success in the long run.

Which one is long-term, branding or marketing?

A well-executed brand strategy is a long-term effort that should rarely change. Brands that constantly change their strategy can appear indecisive or untrustworthy to consumers.

Your marketing strategies, on the other hand, should be adapted very regularly in order to be effective. What works one year may not work the next year, so it’s important to be flexible and willing to try new things.

By understanding their differences, you can create a plan that is best suited for your individual business needs. Having a long-term brand strategy and a flexible marketing strategy will allow you to reach your goals and help provide a boost to your bottom line.

All that to say...

I hope this article answered your questions about the differences. When you’re first setting up your business plan it can seem daunting, especially when there are so many buzzwords in the design world. It can be frustrating, confusing, and might make you not want to pursue branding at all.

Hopefully, you’ve gained a clear understanding and are now ready to move on to the next step for your business.

Do you have any questions about the article? Feel free to contact us!

Hey There!

I’m David, CEO & Chief Strategist here at VIRIDITI and I hope you found this helpful.

When I don’t have my nose to the grindstone, I’m dedicated to educating business owners about the world of design to help them make informed design decisions for their businesses.