The Difference Between Marketing and Branding?

last week on our show we discussed what is branding and on today's show we're going to continue the conversation and talk about the difference between marketing and branding so let's take 10 and talk about it hello YouTube and welcome back to take 10 at 10 my name is Patrick zidel and I'm the intern here at albanes branding joining me today is Jim albanes welcome to the show Jim good to be here okay so in last week's episode we learned that branding is very important and a lot of people get confused between marketing and branding so that's what we're here to discuss today okay so let's get started with what the difference is between the two well branding uh really is the look and feel of a of a a brand it's the personality it's the voice it's what is the makeup of an entity product or service on the other hand marketing is taking a product or a service or an organization and getting it to the consumer level so getting people to buy it and they work hand inand really because if your brand doesn't have the uh personality and voice that is um welcomed or accepted or or loved by the marketplace chances are your marketing is going to really fall short it'll cost you a lot more money money to get traction and to get the return on investment that you're really looking for and most people you know they base the their success on of their marketing based on a return on investment and and if you have a weak brand it just makes that argument that much tougher okay so what you're saying is that the two are complimentary but you need a strong brand to have effective marketing absolutely uh I would suggest that if uh a brand is a brand is uh uh got some deficiencies that I would work on really identifying what those deficiencies are so that you can have a plan to fix them to repair them to polish them up to make them Marketplace ready to make them um acceptable by the marketplace and not just acceptable to give the marketplace a reason to love them a reason to give them to give them an opportunity because um once you start building awareness of a positive thing you're creating positive talk value conversely if there's a if you have a brand that is struggling in certain areas and it's got some really sour points been in the media lately uh bad press um you know maybe this the the brand has been allowed to falter in a lot of ways in terms of signage looks ugly vehicles are dirty uh stores are uh shelves everything on the shelves is disheveled um you know what when you start advertising if your brand isn't healthy chances are you do as much harm if not more harm than good and that's a real problem that a lot of retailers face and a lot of businesses face because they don't they don't really give that enough thought before they start investing a lot of money and if you're going to make an investment you want to make sure that you're going to have the return on investment as oppos to just making a pure spend so I think I understand the difference between the two a lot better now and my next question would be from a business's perspective why is it important to know the difference between the two well like I said um you know if if you are if you have a brand that is really in a bad uh situation public perception is negative or non-existent when you go to ask people to buy your product or service they don't know what they're buying and if they if they believe that they're buying something that is of a negative nature chances are two things will happen either they won't buy it or they'll want to buy it at a hugely discounted price either case is not beneficial to the seller because you're selling at below uh market levels and you're selling below its potential and potential is achieved when you have a stronger brand all right Jim so when someone approaches Albanese branding and they're looking for marketing but you notice that their brand is not quite ready for Mass exposure how do you go about handling that and responding to them very carefully um as I like to put it with many of our clients we will give them an an objective view of their brand we will ask them to bring in all their marketing materials we will look at their website and we will do a little bit of research to get our own opinion of what the state of the brand is and if we feel uh that there are some deficiencies or some things that the marketplace just doesn't understand about the brand we'll put that on the table up front um so that they can decide with us or on their own whether you know at at what stage of Readiness they're actually at and often times there's a little bit of uh tuneup work or refinements that are requ re ired before you actually start advertising you got to get the messaging right you got to get the look right and you have to be ready to do business you have to be ready to do more business we all talk about getting to the next level that's a big buzzword out there it's been there for I don't know how many years getting to the next level well getting to the next level is really all about understanding what that next level is and understanding where you are right now and preparing to do the things necessary to improve public perception and improve the opportunities for Success so that when you do start Mass marketing whether it's in traditional Media or in new New Media that you're going to get the return on investment that you fully expect to get right so defining the brand is really the first step that you take you to get a good understanding of it and Define it before you move forward with any marketing Tac than absolutely it's like uh how could you possibly start advertising or start a full-on marketing campaign without fully understanding what it is that people feel about your brand right now and what it is you need to do to make those feelings and associations as positive as they can be so that when you say to someone come and try our product or service come and open your wallet and spend some money with us people are going to say yeah I don't I don't see why not or there are no there are no um barriers to success that you didn't know about because if you did you should repair them before you start marketing so I hear that a lot of people are interested in advertising but they don't really believe in branding what would you say to them good luck uh no really I I think that to jump into advertising without giving serious thought to how will our brand perform during the advertising process is a huge mistake I think it's it's going blind and I think it's I see it every day and it it makes my skin crawl because I see that people are investing really good money in advertising and marketing but their brand isn't quite firing on all cylinders and you know what those are the same people that talk about the fact that advertising doesn't work and marketing doesn't work and I say to them if you'd have started out paying attention to your brand in the first place you wouldn't be thinking that right now you'd be understanding that your advertising is more powerful when it jumps off of a platform of a strong brand right and that's going back to what we said before is that the two complement each other and without one you can't have the other well you can have the other it just won't be very good thank you guys for joining us and thank you Jim for taking the time out of your day to talk about the difference between marketing and branding absolute pleasure Patrick make sure to leave a comment in the comment section below and don't forget to subscribe for weekly uploads thank you you for taking 10 of 10 we'll see you next [Music] week and I was staring at him you were I don't know if that was a good thing or a bad thing when you say when you say thank you give me a chance to say pleasure to be here no it's enough that's enough no soup for you no soup for you h

Channel: Thinkr Marketing

Views: 146,110

Keywords: What’s the difference between marketing and branding?, What is branding?, Marketing, Branding, Business, Albanese Branding, Hamilton, Ontario, Patrick Zajdel, Jim Albanese, Business Performace, Albanese Branding & Communications, How To, Apple Computer, Marketing Strategy, Coca-Cola, Soup Nazi, Seinfeld, Blooper, What is marketing?, Marketing help, Brand Logo, Brand Voice, Consumer Perception, Advertising, Return on Investment, Why does marketing matter?, Why does branding matter?

Id: 7VOp-3PkzqY

Length: 9min 30sec (570 seconds)

Published: Tue Jul 19 2016