What’s The Difference Between Branding And Marketing

Branding and Marketing are not the same thing.

Branding is who you are—and marketing is how you build Connections. 

Branding is your strategy, while marketing is about your tactical goals. 

In order to determine what your brand stands for, you need to ask yourself 5 questions.

  • What are your core values?
  • Why are you in business?
  • What is your unique unfair advantage?
  • How do you want people to feel when they think of you?
  • What is your ultimate outcome?

Marketing is all about tools, tactics and metrics. It covers a number of different approaches all of which may achieve the same goal by using different methods involving more or less control.

Each method may be designed to Connect to the potential customer at different stages in their journey to find a solution to their job-to-be-done. Hence the different approaches.

Some examples of Marketing…

  • SEO / Content Marketing
  • Social Media Marketing
  • Paid Traffic
  • Email Marketing
  • Television / Radio
  • Print Campaigns

Whichever marketing approach suits your talents best, you would be wise to answer the 5 branding questions first for they will define the mindset needed to devise a successful strategy.

And the strategy itself...

Marketing is about the process of Connecting with your people. Building a Community and Converting leads into sales. (We went into that in week #1)

Branding is about building emotional bridges so that your marketing can connect with your peeps on a deeper level so they  eventually become Super Fans of your product.

To build brands that mean something to customers, you need to attach them to products that means something to your customers.

That means you do not segment your audience by their demographics or psychographics but by the job they need to get done.

People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole!”  Theodore Levitt - Harvard Marketing Professor

Yet so many people segment their markets by drill bit type and price.

Then they do their best to pack their offer with more and more product features to make it ‘irresistible’ before discounting the price ‘for a limited time only.’

This is a race to the bottom.

In truth, segmenting your audience by demographics and psychographics is no better because you are not addressing the deep emotional needs they have… the job-to-be done

Take for example the “quarter-inch hole”.

Say…

The customer wants to create a series of quarter inch holes so that he can build his wife a surprise gift for her birthday.   

The trick is to segment based on the result that each piece of your audience wants no matter their age, sex, education or  location etc…

That is where you connect your brand to the product.

For it is there that your audience sees the most value.

A purpose driven brand is able to connect with our audiences on a functional, emotional or social level.

So there is…

  • An external desire… The functional goal, a series of quarter-inch holes.
  • An internal desire… The emotional goal, to build a surprise gift for his wife.
  • And a philosophical desire… The social need to be seen as a good husband (perhaps). 

It just so happens that these 3 combine to create conflict in a story. 

Tension is the one thing that sucks your audience in and turns them from spectators to participants.

Transforms them from being resistant, to receptive to ultimately becoming Super Fans.

Purpose Driven Brands are built in people’s minds using the power of story to motivate and inspire your peeps to join your Community and deepen the Connection they have with you and your brand.

profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic

I strongly recommend Rory as a strategy and marketing coach for his candid and skilful approach. He’s currently helping me to set up my business and I am finally making good progress with it. Methodology is clear and straightforward and every conversation with Rory represents a major step forward in my journey as he helps me focus, make informed decisions, and move closer to my goal.

Valeria Rosignoli - VR Coaching

Rory has a great marketing insight, offers constructive feedback and also helps you better understand your customer so you can more effectively speak to them. His approach helps you focus on what's important and not get caught up in the unnecessary details so you can get your product launched quickly.

Amber Briggs

I have been learning the art of marketing with Rory for a couple months now. I have been impressed with how deeply he knows his subject and his ability to make it understandable.

Aman Berry

Rory is currently helping build my Life Coaching business, and that includes identifying a target market that I connect with, learning how to speak their language, creating products and services catered to my target market, and creating a minimal viable funnel that will help me market.

My journey with Rory has been really great. He understands me and what I want to deliver, he is a great mentor by seeing the answers within me, and works with me to bring those answers out. If you are feeling stuck in terms of marketing yourself or product/service, Rory is the go to man!

Lana Maher

Rory is a savvy marketer who can help you build your digital funnel. What a lot of people underestimate in marketing is establishing the basis. If you don't know what you stand for and who you're talking to, your marketing is a shot in the dark. Rory can help you fix this problem and get you going with clarity.

Hannes Kuehn

Rory is an extremely patient and very expert. He is helping me with my sales funnel and I am learning so much from him. He has a way of keeping things simple and profound. I would highly recommend him!

Chengi Tobun - Black Swan Management Group

What I like working with Rory, is his excellent sense for what is important, step by step. He gives me the structure to do the work I need to do, he is giving excellent feedback and at the same time he honors, that in the end I have to decide how the content of my campaign should look like. He is an excellent sparring - partner and a pragmatic coach, who always points to the simple but effective solutions.

Daniela Bomatter

Rory is a great marketer and coach. He’s really helped me refine my marketing message so it resonates with my target market in a powerful way.

Myrna E Arroyo

Boomer Digital is unique because it breaks mindsets that tell us in an older generation that " normal " for me is time to finish . But I am loaded with ideas and inspiration. Boomer Digital is a coach of my generation roaring to me to finish the race with glory not rust out before the starting gun fires.

Just yesterday I became positively irritated about starting out a business. The only available resources were outside my dreams and interests. Here if I don't find the resources I need I see something close enough.

Alan Bowman

I chose to work with Rory for his great personality, clarity and expertise. Still, I got way more than I expected. He coached me through a deep marketing process and my outcome was way beyond what I had expected. It had to do a lot with Rory's strong focus and his ability to understand me and my customers. Rory became a good friend that I will always come back to when I need advice about online marketing and how to build better customer relationships.

Paal Christian Buntz - The Wildman Programme

As a presentation professional, part of my core proposition is that I take a client’s idea and transform it into a compelling story and presentation. This is exactly what Rory did for my marketing messaging. He understood immediately what I wanted to communicate. Rory has a wide breadth of knowledge in all aspects of online marketing. I wouldn’t hesitate to recommend him.

Jan Pochop - Founder/CEO, Pochop Presentations

WORK TOGETHER

You don't need another secret tactic or hack that promises much but delivers little -- You need a clear people-focused digital marketing strategy which gives you the mindset and vision you need to succeed. Let's get started.

About Rory

Rory Ramsden is a retiree living in south west France. A lifelong entrepreneur and traveller, he loves to cook and challenge his boundaries by helping others grow their businesses online.

Related Post

Humans Have a Visceral Need to Belong
We need to feel accepted and valued. We need to feel understood. Acknowledged. It’s in our DNA. Your success is based on your ability to create and nurture a community. The community is your brand. The community is where your customers will germinate. The community is where they start their journey to explore your world. So how do you build a community?
Every Blockbuster Movie Ever Made Has This 5 Piece Story Structure
When you analyse them, you'll find this 5 piece story structure in every blockbuster movie ever made in Hollywood. It is tried and tested in the world of fiction too. That does not mean that you cannot use it when you tell stories to connect with your audience... You can. Find out how now
Psychology of Persuasion: Belief Shifting Stories
There are 2 persuasion technique you can use. One works but is temporary. The other also works but lasts indefinitely. Before we can do this, we should take a deep dive into what we're really doing here when it comes to the psychology of persuasion. Our goal is to awaken 'possibility' in others. If they don't believe that they can really do it, nothing we do or say really matters. Until they believe — deep inside — that they can create real value for an audience...
Your Marketing is The Connection Volume Control
Making Connections allows us to turn the 'volume dial' for our business. Once you understand how, you have the superpower required to create stability, predictability, and (if you want it), growth on demand. To begin developing this superpower, there are three things to understand about Connection.
What’s The Difference Between Branding And Worldbuilding
Brands need to be attached to products. Worlds are brands live. They give context and invite the audience to explore many different paths. There, they discover characters and backstories and inside jokes — and your WHY. Your world is where the stories you tell take place. It’s an ecosystem in which your audience feels at ease. It’s where they can explore and find their own path.
What’s The Difference Between Branding And Marketing
Branding and Marketing are not the same thing. In order to determine what your brand stands for, you need to ask yourself 5 questions... Branding is about building emotional bridges so that your people can Connect with you on a deeper level and eventually become Super Fans of your product.
>