What comes first? Branding or Marketing?

The problem many business owners have is that they don’t really understand the difference. That’s why they struggle to make sales.

Marketing is how you reach prospects by promoting your product, service, or company. It consists of the actions you take and the processes you use to reach your goal — converting prospects to customers or clients. Marketing strategies often change and include using a variety of media vehicles. Its goal is to drive sales.

Branding, on the other hand, is what you do to shape how your brand is perceived. During the branding process, you define who you are as a company, your values, mission, vision, what makes you unique. This gives your brand an identity. Consistency is vital. The goal is to develop and nurture a relationship with customers.

This is why branding ALWAYS comes before marketing: you can’t market a brand you haven’t developed.

Here’s a summary you may find helpful:

Marketing consists of:

✅ the tactical actions you take to persuade prospects to buy your products or services. Think content marketing, SEO, advertising, etc.

Branding, on the other hand, is about determining:

🎯 who you are as a company

🎯 how you want to be perceived

🎯 your compelling benefit

🎯 what makes you unique from your competition

🎯 your true prospects

So, your marketing can’t be successful if you don’t first understand and develop your company’s branding. That’s why developing a brand strategy is essential.