Branding vs. Marketing (and why you can’t have one without the other)Sep 10, 2021
"Branding" and "marketing" are two terms that get thrown around a lot in the entrepreneurial world, and sometimes they're even used interchangeably, when in reality they’re two completely different things.
So, I’m here to clearly explain the difference between the two and show you why you can’t have one without the other.
Branding and marketing are both essential to creating a successful business and making the impact that you set out to make. However, so many entrepreneurs don't know how to distinguish between the two, or worse yet they skip right over one and go to the other.
I like to think of branding and marketing like best friends or your favorite power couple – they can technically survive without each other, but they're so much stronger and more impactful when they come together.
What is Branding?
I often run into entrepreneurs who think they’re done with brandinging once they have a logo. This couldn’t be further from the truth.
I define a brand as the “promise of an experience that's consistently delivered everywhere your business shows up”.
Sure, a logo is part of that experience, but there’s so much more to it than that! And actually, your logo is one of the last things you should be focusing on in your branding process.
As a coach, healer or service-based entrepreneur, the brand experience you create must be based on YOU! It’s made up of things like your personality, values, opinions, and philosophy expressed through visuals and messaging that send a clear and consistent message to the world.
Building a brand experience based on your own identity is so important because it’s not so much about the service you sell or the content you share … people choose to work with you because they like YOU!
Here’s a small sampling of the questions I explore with my branding clients to help them hone in on the experience they will create, and consistently deliver:
- How do you want to be remembered?
- What do you want to be known for?
- How are you different from your competition?
- What are your beliefs and perspectives about your area of expertise?
- What are your values?
- What are your intolerances?
- How do you want people to feel in your presence?
To build a brand that stands out from the crowd, attracts your dream clients and positions you to make great money, can you now see how you’ve gotta dig deeper than just finding a graphic designer on Fiverr to whip you up a logo???
When building your brand, you’re creating a complete experience that you’ll become known, loved and hired for!
Hopefully this makes the often elusive concept of branding a little clearer.
Now we need to take a look at where potential clients come into contact with your brand.
What is Marketing?
“Marketing” refers to the activities and places where you share your brand with potential clients.
For example, posting on Instagram, publishing YouTube videos, public speaking, leading a webinar, networking or building a Facebook group … these are all examples of marketing activities.
Similar to branding; as a coach, healer or online expert, marketing your service-based business has unique requirements.
Because your potential clients are ultimately investing in a relationship with YOU, your marketing efforts will get better results if they accelerate your audience’s connection with you.
For example, posting a quote image on social media doesn't build connection because it doesn’t give your audience a sense of your personality or perspective … they’ll grow to know, like and trust you much faster if they get an experience of you, through what I call “high-touch” marketing activities, like live video, public speaking or in-person networking.
So, how do you put branding and marketing together to get the best results?
How Branding and Marketing Work Together
One simple way to differentiate branding from marketing in your mind, is to think of branding as “being” and marketing as “doing”.
Marketing refers to all the things you do to get your business in front of the world, while branding refers to how you’re showing up and the experience you’re creating while you do those things.
One of the most common mistakes I see entrepreneurs make, is that they skip over branding, and go straight to marketing because they’re taught that’s where the money is.
However, marketing without solid branding won’t do much good because, while potential clients might see you, they’ll be much less likely to think you’re credible, understand how you can help them or remember you later when they need your service.
On the flip side, branding without marketing doesn’t do much good either. You could invest tens of thousands of dollars in the most beautiful, authentic and clear branding on the planet, but if you don’t get that brand in front of your ideal clients through marketing, well, no one will know you exist!
In order to create the impact you set out to create, make the income you deserve, and feel the fulfillment that comes with running a successful business on your terms, you need to first have a completely dialed in brand, and then market it while staying consistent with your brand guidelines!
If you skipped over creating a beautiful brand in the past – it’s not too late to fix it!
If you’re ready to say a big, bold yes to feeling unstoppable, making a bigger impact, feeling aligned with your business, attracting more clients and opportunities, and taking your brand to its fullest potential, then check out my Million Dollar Brand Makeover program and learn more about how we can work together!