Refresh: What are branding and marketing, and what’s the difference between the two?

When you’re building a business, there are so many buzzwords that get thrown around that it can be hard to keep them straight. And there are two concepts in particular that have a tendency to get lumped together—marketing and branding. But what are marketing and branding? And what’s the difference between marketing vs. branding? In this article, we’ll break it down for you.

The truth is that marketing and branding are two very different concepts. And if you want your business to succeed, you need to understand the differences between the two—and how to effectively use each to take your business to the next level.

So, what exactly is branding? What’s marketing? What are the differences between the two, and how can you use both to build a successful, impactful business?

Key takeaways

• Branding defines your identity, values and how customers perceive your business, while marketing promotes your brand, attracts customers and drives sales.
• Marketing captures a customer’s attention, while branding keeps their attention and builds long-term loyalty.
• Branding defines your company’s identity, while marketing communicates that identity to your target audience.
• Marketing strategies evolve over time, but branding remains the core essence of your business.
• Branding impacts both customers and employees, creating a consistent internal and external company culture.
• Marketing is designed to drive immediate sales, while branding fosters recognition and trust over time.

What are marketing and branding? 

First things first—before we jump into the differences between marketing and branding, let’s first cover what, exactly, marketing and branding are.

Source: Illustration by Spoon Lancer via 99designs by Vista.

What is branding?

The short answer to “What is branding?” is that it’s the foundation of your business identity. It defines who you are, what you stand for and how you differentiate yourself from competitors. 

It’s more than just core branding elements like your logo or color scheme—it encompasses your company’s mission, values, voice and brand personality. It’s what makes customers recognize and trust your business.

To define your brand identity, consider these key questions:

• What are your core principles and values?
• What is your mission statement?
• What makes your business unique?
• How do you want customers to feel when they interact with your brand?
• How should your brand be perceived in the market?

Your branding should be clear and consistent across all touchpoints. To keep it like that, you need to create a brand style guide that defines the rules of using the different elements of branding by both internal and external teams.

What is marketing? 

Marketing is how you communicate your brand identity to the world. It includes the tools, tactics and strategies you use to promote your business and attract customers. Unlike branding, which remains constant, marketing strategies evolve based on marketing trends, audience behavior and business goals.

Some of the most effective marketing strategies include:

• SEO and SEM (search engine optimization and paid search engine marketing)
• Content marketing (blog posts, videos, infographics)
• Social media marketing (organic and paid campaigns)
• Email marketing (newsletters, promotional emails)
• PPC advertising (Google Ads, social media ads)
• OOH advertising (billboards, transit ads, event sponsorships)

For a deep dive into marketing techniques, check out our small business marketing guide and learn how to create a small business marketing plan.

Differences between marketing and branding

Alright, so now that we know what they are, let’s talk about the key differences between marketing and branding.

While marketing is used to promote your product or service, branding is used to actively shape your brand and who you are. You need a strategy for both, and they have different goals and different results.

Marketing can be a great way to get a customer’s attention, but branding is a great way to keep their attention

No matter what industry you’re in, chances are, you’re just one company in a sea of competition. And if you want to make waves and get your customers’ attention, marketing is an absolute must.

Source: Illustration by felipe_charria via 99designs by Vista.

But once you have your customers’ attention, you need something that’s going to keep that attention—and that’s where branding comes in.

People want to do business with brands they can get behind and brands they believe in. So, while marketing will help break through the clutter and get your brand in front of the right people, if you want to keep it there, you need to build a brand that people can connect with.

In a nutshell, you need the right marketing strategies to set your brand apart from the competition and say to your customers, “Hey! I’m here!” But you need branding to foster a relationship, create a long-term connection and keep them coming back after that initial “Hello.”

Marketing drives sales, branding drives recognition and loyalty

At the core, most marketing strategies (think SEO, content marketing or advertising) are meant to drive results. And, more often than not, the results those strategies are trying to drive have to do with sales.

Which is great! If you want your company to succeed, you (of course) need to drive sales.

Source: Illustration by felipe_charria via 99designs by Vista.

But branding takes a different—and more long-term—approach. Branding isn’t the best solution if you’re looking to drive sales. But it is the best solution if you’re looking to build brand recognition, drive positive brand sentiment and foster customer loyalty, which is just as (if not more) important—and which, coincidentally, will have a major impact on your ability to drive sales in the long run.

So, when it comes to sales, think of marketing as a sprint, while branding is more like a marathon.

Branding comes first, marketing comes second

You know the old saying, “Which came first—the chicken or the egg?” Well, if we’re talking about the business version of that saying, it would probably be more along the lines of “Which comes first—branding or marketing?”

Source: Brand identity pack by nnorth via 99designs by Vista.

In the grand scheme of building your business, branding always comes before marketing. And for good reason! You can’t exactly market a brand you haven’t designed yet.

Before you even think about putting a marketing strategy in place, you need to focus on your branding. Who are you as a brand? What do you want to bring to the marketplace? What are your core values? And, most importantly, how are you going to communicate that to your target customers?

Only when you have the answers to those questions does it make sense to start thinking about marketing. Once you have your branding in place, you’ll have a better understanding of who you are, who your customer is and the best ways to connect with that customer. Then, you can build a marketing strategy that brings that to life.

Marketing strategies come and go, but branding is forever

Now, don’t get us wrong—as long as you’re trying to build a successful business, you’re going to need to actively market that business. But the strategies you use to market your business are temporary; each marketing tactic is going to have a clear beginning, middle and end.

Branding is different. No matter where you are in your business, you’re always going to be working on defining who you are as a company, shaping your brand’s perception with your audience and fostering a deeper, more meaningful relationship with your customers. As your company grows and evolves, you’ll need to grow and evolve your branding right along with it.

Bottom line: Marketing strategies will come and go (as they should!), but branding? Branding is forever.

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

You’re going to be responsible for developing and implementing your marketing strategies. And if you grow your business and hire a team, they’re not really going to be impacted by your marketing.

But your branding? That’s an entirely different story.

Source: IIllustration by gajsky via 99designs by Vista.

Your branding can have just as profound an impact on your team as it does on your customers. Just like you need your customers to believe in your brand in order to do business with you, so do your employees. When you build a brand that your team truly believes in, they’re going to be more passionate and committed to their work. They’ll work hard, push themselves and bring their best ideas to the table—and your business will thrive as a result.

So, it’s your team’s job to develop your marketing strategy—but if you want to take your business to the next level, it’s your responsibility to create a brand your team is excited about.

Use marketing and branding to take your business to the next level

Both branding and marketing are essential for business growth. Branding lays the foundation, while marketing helps you reach and engage your audience. Successful businesses use both strategically to create a lasting impact.

• If you need to establish a brand, focus on your brand identity first.
• If you’re looking to promote your business, explore the latest marketing trends and marketing materials for small businesses.

By understanding the difference between marketing vs. branding, you can develop a brand marketing strategy that not only attracts customers but keeps them coming back for years to come. Whether you’re building brand awareness or executing marketing campaigns, a balanced approach ensures long-term success and customer loyalty.

Looking for custom branding?

Check out VistaPrint’s Design Services and bring your brand to life today.

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FAQ about marketing vs. brand marketing

How do marketing and branding work together?

Marketing and branding are two sides of the same coin. Branding defines who you are, and marketing spreads that message to the world. Think of branding as the foundation and marketing as the megaphone that amplifies your voice. Without branding, marketing lacks direction, and without marketing, branding remains unseen.

Which should come first: branding or marketing?

Branding should always come first. Before promoting your business, you need to define your brand identity, values and voice. Once you have a strong brand, you can develop marketing strategies that align with it and resonate with your target audience.

Can a business succeed with marketing but no branding?

Marketing without branding is like casting a wide net without knowing what you’re fishing for. While you may generate short-term interest, a lack of branding means customers won’t form a lasting connection with your business. Without a strong brand, marketing efforts risk being forgettable.

Can branding change over time?

Absolutely! Branding isn’t static—it evolves as your business grows, trends shift and customer expectations change. Whether it’s a subtle refresh or a full rebranding, updating your brand ensures it remains relevant and resonates with your audience. The key is to maintain consistency while adapting to new opportunities and market demands.