It’s not unusual to see these three words used interchangeably. Business owners and even seasoned marketers frequently blur the lines between them. As branding and marketing experts who live and breathe this stuff, we want to shed some light on what sets each one apart and why it matters.

Brand

Your brand doesn’t live in your logo or on your website. It lives within the hearts and minds of your customers, clients, and prospects. It is the sum of their experiences with you and perceptions of your business, and you have more influence over it than you might think.

Examples of “Brand”:

• Joe Smith visits your store to purchase a new pair of sneakers and experiences exceptional customer service. That interaction impacts the perception he now has of your business and he tells his friends. Andrea, Joe’s friend, hears about his experience and visits your store to purchase her next pair of running sneakers.
• An avid environmentalist, Alison Marks purchases a winter coat at Patagonia – not because she loves their products or has purchased from them in the past – because their “brand” is one of environmental activism that actively promotes a lifestyle that resonates with her.

Branding

Branding is the act of defining who you are, what you do, why you do it, and what sets you apart, and then translating all of that into a consistent verbal and visual identity.

Examples of “Branding”:

• Development of a logo + visual identity for your organization
• Writing a messaging platform (mission, vision, values, company descriptor, etc.)
• Creating a brand style guide that is shared and adhered to by your entire organization
• Identifying the target market(s) for your products or services

Marketing

Marketing is the vehicle by which you communicate with, connect with, and engage your target market to tell your brand story, build a relationship over time, and ultimately drive your products and services off the shelves (metaphorically speaking, of course).

Examples of “Marketing”:

• Execute a social media strategy, digital marketing campaign, or direct mail program that is geared to your target market and uses the messages and visual identity that have been developed during “branding”
• Send an email newsletter that focuses on the vision and values of your organization

Now, with a clear picture of these three distinct terms, you’re better equipped to put them to work for your business. Start with a strong brand foundation, your verbal and visual identity, then get strategic about how you share it with the world. Need a hand? We’re just an email away.