Understanding the Distinction and Role of Branding and Marketing in Building a Successful Business

Unraveling the misconceptions behind the two terms to help you understand why you or your business need it.

I went on a call sometime last month with a founder to discuss marketing and its various aspects. However, I noticed that he kept mixing branding and marketing up, that is, he keeps confusing one for another. Well, I get it because he’s more on the coding side of things than where they discuss branding and all that marketing stuff. interestingly, just two days ago, I came across a LinkedIn post where someone in the comment section argued that branding and marketing are the same.

So, in today’s issue, we will carry out a dissection on this debate to shed light on the user’s claim. Welcome to another insightful edition of builders hive.

Branding and marketing have played instrumental roles in driving the success of many projects and products in the web3 space. It is surprising that many people even within the marketing niche still believe both are the same thing. Some don’t know the roles of both in shaping a business’s value proposition, some argue that one can do without the other, and some are still confused about the two and hence use the two terms interchangeably. But then, we can’t fault anybody for being their own lexicographer, can we?

I might have a way to break down the two terms to even a 10-year-old. Well, not a way actually but a personal story. Not the best of the story so I will try not to bore you.

I met this girl sometime in July last year when I went to grab a refill of oats from the store. A very pretty girl with grey eyes. Intrigued, I approached her and struck up a conversation. It turns out she’s a gym rat and didn’t have much more time to spare so I got her number and headed home.

We continued the conversation on the phone and our interactions revealed a remarkable synergy between us. The vibe was solid and her energy was unmatched when compared to the other girls I met before then. So, after some weeks of talking, I asked her to go on a date with me and she agreed.

CUT! CUT!!

Now, here are the elements of branding and marketing in this story:

The talking stage represents marketing. If I never approached her in that store she wouldn’t have known a cool guy like me existed. You can agree with me that the same thing happens when you don’t market your product and services, right? It's like the first stage of a marketing funnel, where you aim to capture the attention of potential customers—awareness. In just a few minutes of our conversation, I had known what she does and what she was most passionate about and became genuinely interested. The same way you’ll get to know your customers and decide how best to put your message in front of them.

This awareness and online interaction online sparked a desire for her to know more about me. Haq! Marketing, a two-way street when done well. Now, here is where the role of branding comes in: remembered I asked her to go on a date with me after some weeks of talkie-talkie? Yes! The reason she said yes to my proposal was because of my brand.

Another stage in the marketing funnel unlocked, WANT.

What I mean by my brand is the narrative and persona that I have built for myself during the talking stages. It played a pivotal role in shaping her perception of me. Here, I'm talking about my communication style, authenticity, emotional connection, reputation, values/interests, aura, and persona. For a business, the brand elements will be the business identity, its messaging and values, reputation, product or service quality, and experience.

Now, you see, branding is not the same thing as marketing as people say it is. Branding is all about creating a perception of yourself in someone's mind. Like what you feel about Coca-Cola and Macdonald's, Apple products, and even the character of Peter Parker as spider man. The recognition and emotional connection amidst the crowd these big businesses receive are the efforts of branding.

Marketing on the other hand plays a different role. It is when Google shares the story of how big companies use BigQuery for their cloud services before every youtube video you want to watch. Glo tells you how cheap and fast it is to surf the internet with their network at halftime of every English premier league match (Supersport fans will understand). The goal of marketing is to attract, engage, and retain customers. And to attract customers, marketing Ieverages the brand identity and story of a business to put a message that resonates in front of its target audience. So when next someone says both are the same thing or tries to use the two terms interchangeably, you tell them this or better still, refer them to this issue.

You’re welcome!

Ermm…I figured it will be wrong not to finish up the story. Well, I'm sorry builders, we didn't work out. I told her about my web3 side of things during the date and she told me she's not a fan of people with cartoon pictures on the internet. I took it as an L and moved forward with grace and dignity.

I hope you bag some Ws this week, PEACE!