Branding vs. Marketing

These two terms are often used interchangeably so it’s no wonder clients arrive to me confused about the distinction.

In the main, it doesn’t really matter which is which, but if you ask the question on social media it gets a huge response. People in the industry are very passionate about separating the two.

Ezekiel has a great way of explaining the relationship between the two disciplines. Your brand is like the equivalent of your computer, i.e. the hardware itself. Marketing is like the software on your computer - and it needs to be updated regularly. The brand comes first and for marketing to be effective, it is dependent on having a solid brand to carry it.

Branding is strategic, whereas marketing is tactical.

For example, Guinness is the brand whose marketing mix includes sponsoring the Six Nations rugby tournament. This marketing tactic fits very well with the Guinness brand personality. It aligns with the interests and demographics of the core audience, and is likely to reinforce the brand equity, and in turn the ROI in the form of sales and customer loyalty.