DON’T BE FOOLED BY CRITICS … ADVERTISING, MARKETING, AND BRANDING AREN’T THE SAME THING

I don’t have enough fingers and toes to count the number of discussions I have with people who think that advertising, marketing, and branding are all the same process.  It’s frustrating. Yes, they do all interconnect however each one plays a role on its own. These are the most misunderstood business professions and one of the biggest reasons why budgets are cut in these areas when times get difficult. Bosses truly believe they understand however, my 35 years of experience have been the opposite.

Start with the budget subject. When you cut your advertising or marketing efforts, you lower your footprint, or your ability to brand your business. Branding is a constant process. It encompasses everything you do externally AND internally. Say, what?  Yes, it even traces back to how you answer your phone or greet your customer.

Let’s analyze:

Advertising is the process of promoting your business.  It can be standing on a street corner waving a sign, or placing a print ad, or running a TV commercial, or targeting online potential customers with geo-fencing. The advertising arena is so fragmented that the choices to reach your desired customer are vast depending on how much you invest. Bottom line, advertising is “spreading the word”.

Marketing is the process of stating your mission. It could be a 5k run where you give away items, or support a local school, or participate in a community event.  It’s networking. It’s answering your phone and greeting customers so they feel welcome.  Is your brick and mortar place of business clean and inviting? IAre your retail items displayed carefully … does your business have “flow”? What music do you play?  All these checkpoints set the tone of who you are. Most important, marketing research uses data to discover the best products or services for your target and how to deliver that message. It’s a critical process of reviewing analytics to determine how best to reach your audience.

Branding is tying everything together.   It’s not merely your logo or name, it is instead your strategy, your mission, your legacy. It’s your hard work of blending advertising and marketing to keep your name top-of-mind. Customers easily recognize you. Your strategic brand mission not only differentiates you from your competition, it places you at a higher level against the guy or gal across the street advertising the deal of the day.

Branding questions encompass:

• Are you relevant?
• Are you creative in pursuing and displaying your mission?
• Is your message consistent?
• What is your culture?
• Are you an innovator?
• Are you aligned with your consumer’s needs?
• What is your unique story?
• Are you constantly shaping your brand?

So now you know. Don’t let those naysayers try to tell you that advertising, marketing, and branding are all the same. You hold unique skills, many are intuitive and cannot be taught. What are your thoughts? Let me know.

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