To many, “branding” and “marketing” are interchangeable but in reality, the differences are considerable. Marketing is the effort to put your product or service in front of the customer while Branding is what hooks and holds them once they are aware. Marketing is a message. Branding is an emotional connection.
When you walk down the toothpaste aisle at the supermarket, what is it that makes you pick a certain brand? It’s probably not the box design or the message on the package (unless you’ve never purchased toothpaste before). More likely it is familiarity, comfort and trust. It’s probably a brand you know, one you have used for years dating back to when you were a kid. Marketing is about awareness. Branding is about loyalty.
If we’ve said it once, we’ve said it a thousand times: A brand is more than a name and a logo. Your brand is the emotional relationship and experience your customers have with the product/service, helping them make an easy buying decision without needing to take time to think about it.