Here's How to Distinguish Corporate Branding From Marketing

Many use the terms branding and marketing interchangeably to refer to the same thing. The fact is, they have separate yet complementary qualities. To succeed in business, it is important to understand how to distinguish the two concepts.

Marketing is defined as the set of tools, processes, and strategies you use to actively promote your product, service, and company. Marketing is a set of actions businesses take to convince customers to buy their products and services.

Branding, on the other hand, is the marketing practice of actively shaping your brand.

So what exactly is corporate branding? 

Corporate branding is the identity of a company or business. It defines who and what the company is and stands for; it is a company’s mission, values, and what makes it special and unique i.e., value proposition. 

Key corporate brand elements are the logo, colors, tagline, website and other social media handles, font style, and branding guidelines.

Branding vs. Marketing

Branding

• Branding comes first.

• Branding is strategic.

• Branding is used to actively shape your brand and who you are.

• Branding is to keep customer's attention.

• Branding drives recognition and loyalty.

• Branding is forever.

• Branding has just as much of an impact on your team as it does on your customers. 
  

Marketing

• Marketing comes second.

• Marketing is tactical.

• Marketing is used to promote your product or service.

• Marketing gets a customer's attention.

• Marketing drives sales.

• Marketing strategies come and go.

• Marketing has an impact on your customers.
  

The world is changing drastically, and competition in the marketplace is getting even more intense, especially now that technological access to consumers has been simplified. 

It is a proven fact that corporate brands can and do increase the company’s visibility, recognition, reputation, and customer loyalty. 

Think about a brand like Coca-Cola which was established in 1886 and remains relevant until today because of marketing campaigns that are relevant to the times. Over the years, Coca-Cola has successfully created its brand equity - its corporate perception, mental presence, and value, which has, in turn, led to increases in profits.

So why should your company invest and be invested in corporate branding?

• Branding can be the deciding factor for consumers when they make a purchasing decision.

• Branding gives your business an identity beyond its product or service. It gives consumers something to relate to and connect with.

• Branding makes your business memorable. It’s the face of your company and helps consumers distinguish your business across every medium.

• Branding supports your marketing and advertising efforts. It helps your key messaging in corporate communications carry added recognition and impact.

• Branding brings your employees pride. When you brand your company, you’re not only giving your business an identity. You are also creating a reputable, highly-regarded workplace for your present and future employees.

In conclusion, corporate branding is not static. It needs to be refreshed every day, taking into consideration the changes in the operational environment, consumer behaviors, and new players in the marketplace. 

Need support with your corporate branding strategy? Book a discovery call with Rita Mchaki, our Senior Associate Consultant, Business Development by clicking here.