What is the Difference Between Branding, Marketing, and Advertising?

Branding, marketing, and advertising are all tools that businesses use to promote their products and services. Often there is confusion about the difference between each concept, and how they each contribute to your business’ strategy. As related and interconnected strategies with significant overlap, confusion can arise when attempting to differentiate between advertising and marketing tactics, even though advertising is actually a tactic within marketing strategy.

All three of these concepts need to work together in order for a company to effortlessly create and distribute information to their target customers. But, before leaders can set out to create these messages, they need to know the exact differences that lie between branding, marketing, and advertising.

Marketing

Marketing can be defined as the strategies companies use to build awareness for their brand and services. It also encompasses the measures businesses take to actively promote and protect their brand. With a broad base of responsibilities, marketing can cover an even broader set of activities; however, the main objective is messaging. Accurate and effective brand messaging is the best way to ensure that your marketing efforts are positively affecting your business, and everything else trickles down from there.

Marketing is an ongoing, ever-changing landscape that involves a variety of avenues. Some of major examples of marketing include:

  • Advertising
  • Content Development
  • Video Marketing
  • Email Marketing
  • Inbound Marketing
  • Event Marketing

When considering its connection to branding and advertising, envision marketing as the larger umbrella with multiple subsets.

Branding

Branding is the overarching identity of your company’s values and how that representation, both visually and fundamentally, is conveyed to your audience. The foundation of a business, such as a brand’s visuals, beliefs, and mission, can be described as that business’ branding. Generally, branding is the process of defining who you are and molding your brand into something recognizable.

Branding is one of the most important aspects of a company’s overarching marketing strategy as it’s what makes a lasting impression on your audience while also giving them insight into what they can expect from your company, product, or service. Additionally, branding is the best way to distinguish your business from like competitors.

Once you have defined your business’ core values, they will ultimately bleed into what the customers see and interact with, such as your logo, color scheme, font family, voice, social media aesthetic, and more. These touchpoints change the way your customers perceive your business, so it’s incredibly important that they positively reflect your brand in order to build brand equity and awareness in the right light.

Branding should answer these key questions:

  • What are your values?
  • What is your mission or goal?
  • Why was the business started?
  • What makes it unique?
  • What are the brand’s distinctive visuals?
  • What associations do you want consumers to have with the brand?

When it comes to defining branding vs marketing, it can be also helpful to think of marketing as an external effort while branding is an internal effort with external value. An effective brand strategy essentially comes down to businesses knowing and understanding their story and their value proposition. Integrating this information at the heart of your strategy will allow for optimal positioning.

Advertising

Advertising is the effort that businesses put forth to acquire customers and boost sales. In essence, it’s how your marketing and branding efforts work together to draw customers in to engage with your product or service. Advertising is directly related to paid campaigns, and therefore cannot solely rely on internal efforts. It’s imperative that businesses seek out third-party entities to reach the widest possible audience.

Examples of advertising include:

  • Magazine Ads
  • Media Placements
  • Broadcasting
  • Print Ads
  • Mobile Ads
  • Native Advertising

When thinking about how advertising vs branding differs, the primary goal of advertising is to entice consumers into converting whereas branding is to build relationships and equity. Furthermore, to successfully use advertising channels, a firm needs to have a well-established branding in place to create buy-in with their target customers. Without it, your business will be casting an incredibly wide net that won’t yield much engagement, costing you time and money.

Understanding Each Approach

These concepts, while they are inextricably linked together, differ widely from each other. If there is one effort to prioritize first above the other two, however, focus on branding. Branding helps you position your business in front of your target audience, making it the foundation that helps your marketing and advertising efforts grow stronger. Harris Brand Platform can assist you with this effort. Harris Brand Platform provides branding insights that make it possible for you to see how your audience is interacting with your message. This firsthand, real-time knowledge will help you to strengthen your overall business and reach your marketing goals.

Learn more about how Harris Brand Platform can be the perfect branding tool for your business by requesting a demo today!

Abhish Raghavan

Author Abhish Raghavan

Abhish leads the brand strategy and customer insights practice for Harris. With an extensive background in data analytics as well as primary qualitative and quantitative market research, he has developed strategies and thought leadership for a number of leading Fortune 500 companies globally. Prior to joining Harris last year, Abhish was an SVP at BAV Consulting, a WPP Company.

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