Branding and marketing are often confused, but they are not the same.

Clients often asked why I specify branding and marketing. Others simply say they don’t need help with their marketing because they’ve had their brand developed by a creative agency.

Thinking branding and marketing are the same is a common mistake. But understanding their differences is simple. Here’s how you can keep them straight and ensure you’re being intentional and have a strategy for both.

*Scroll to the bottom of this page to watch the video*

What is branding?

Branding is the emotional, intangible things you feel about a brand. It’s the way Lululemon and Nike sell many of the same products, but when you think of each brand you have a different visceral feeling. You can associate each with the five senses. For example:

	Nike	Lululemon
Sight	Strong athletes, dark and bold colours, sharp angles	Light and airy spaces, open rooms, light flooring
Sound	The squeak of sneakers on the court, heavy breathing, a golf ball off a tee, a crowd cheering	The wind through trees, sound baths, running water
Smell	The gymnasium, chalk, sweating outdoors	Eucalyptus, the rubber of a yoga mat, the forest after it rains
Taste	Salty sweat, Gatorade	Fresh water, air
Touch	The firm flexing of a muscle, quick stops on the court	Stretching, flowing movements

They both sell gear for running, hiking, yoga, and athleisure. But they’ve diversified their brand to attract a different customer through how they make you feel and where you feel like you fit in.

This builds brand affinity through community and a sense of belonging.

What is marketing?

Marketing is your strategic approach to telling your story. These are the actual tasks and touchpoints that get your brand’s message out there.

Common examples of marketing initiatives include:

• Social media
• Digital advertising
• Events
• SEO blog content
• Print materials

You can see how each of those requires tactical creation and execution. A good marketing plan allows you to track your success, generate leads, or provides another form of data to help you improve your efforts and drive business.

If you’d like help creating or fine-tuning your brand or marketing strategy, get in touch!