Business Tips from SCORE

Marketers are familiar with various terms describing what it takes to build awareness for nonprofits and businesses. Marketing and branding are often seen as one thing. They are two different things.

Marketing is about the mind, and branding is all about the heart. Branding connects values, emotions, and connections. Marketing is about convincing buyers to believe in the brand.

The term “marketing” was first used by Philip Kotler, Northwestern University’s founder, in 1950. It is everything that an organization does to satisfy a customer’s needs, from the moment it recognizes them until they are delivered to the end consumer.

Marketing is a way to increase awareness of an organization’s brand. Marketing creates awareness, so buyers see the value in the offered product or service.

Marketing is how the brand is perceived.

Marketing is how the brand is perceived.

Marketing is understood to have seven “Ps”. These are product, price promotion, place, people, and process.

There are four types: personal, corporate, development, and service brands.

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Although branding and marketing can be different, they complement each other. Your branding determines your audience’s perception of your company. It is the foundation of brand loyalty and company branding. While a great marketing campaign or promotion may get you a new customer, how they feel about the brand will determine whether or not they return to it.

When creating a brand, you need to consider five things: promise, position, personality traits and story, and associations.

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Which position would you like to be in the minds of potential buyers?

What promises will you make to get them to do what you want?

Which personality traits will you display that could align with your buyers?

What stories can you tell buyers that connect them emotionally and physically?

How can you connect buyers to others who already have “bought into” your brand messaging?

A buyer should brand a product or service that solves a problem. Marketing is the way a buyer discovers the solution.

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Branding is a long-term endeavor. To create a preference, it is all about positioning.

Marketing is not long-term. Marketing is a campaign that raises awareness of the solutions and builds understanding. Marketing initiatives can include content, public relations, customer interactions, or your target audience.

Branding is macro. It concerns itself with the big picture.

Marketing is micro. It refers to tools used to create awareness, understanding, and believability.

Branding defines trajectory. It’s the direction the company is heading and the position it wants to be in the minds of potential buyers. 

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Marketing is the strategy that provides the direction. Marketing defines the tools used to gain a preferred position in consumers’ minds, whether digital or traditional.

Marketing generates the response, while branding builds loyalty. Marketing tactics generate action by buyers. Loyalty can be created by generating preference through linking values that appeal to buyers.

Marketing extracts value while branding creates value. The brand represents the provider’s values. Marketing is how values are communicated to buyers, so they are attracted.

Marketing is all about doing. Branding is about being.

By Mia

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