To make a clear distinction between marketing and branding all you need to do is consider these two simple quotes in relation to each other. Branding “is influencing a person’s gut feeling about a product, service or organization. Marketing “is causing enough interest in a product, service or organization that a brand can sprout in the mind space that was opened.”
Another way to understand marketing is to listen to the people that really like it. They will tell you to do crazy things, like, give away your best ideas to sell the rest of your book. This may seem backwards at first but what if you think about movie trailers. How many times have you gone to the movies because the trailer was so funny or scary just to arrive home complaining that the best parts were in the trailer. This is no accident. Marketing is all about creating perceived value and getting you to act. Marketing is why you went to that movie in the first place, branding is why you’ll never watch that producer again.
Branding is repetition mixed with a gut feeling. People need to see images and associate them with emotions. How do you feel when you look at a cross? Most of us feel strongly, one way or another about that symbol. The reason we do is because it has had centuries of branding. Images are burned into our minds and the feelings associated with them alight upon our stomachs like little ashy burns. Branding can be understood like a math equation as well; it is the accumulation of emotional experiences tied to a name or image. Think branding = times viewed or heard + emotion created. Marketing opens you up to be more influenced by a brand. Branding is the car you choose, marketing is why anyone ever bought that car in the first place. Marketing creates trust, branding tells us what emotion to trust that product, service or organization with.
Here are some famous examples of brands and the sometimes elusive experiences they promise. You trust Coke to make you say Ah. You trust Pringles to crunch and make you want to drum on the cans. You trust Mercedes to make you feel rich and spoiled. Who doesn’t think Verizon when the person in front of you with bad cellphone reception goes, “can you hear me now?”