Marketing is how you see yourself, advertising is how you act in public, branding is how others see you
While marketing is how you want others to see you, branding is how they actually – and if you have a strong brand, you can spend more time building on it, but if you have reputation problems, however, you need to focus on changing perceptions – writes Peter Gasca.
In my work with entrepreneurs and business students, I often hear marketing strategies explained as ‘having social media’, ‘having an online brand’ or ‘advertising a lot’.
These explanations make me cringe because while they might be part of a plan, they grossly oversimplify the deeper and more complex concepts behind a truly effective marketing strategy.
In order to explain and help others understand marketing – namely the difference between marketing, advertising and branding – I ask them to apply each of these concepts to themselves personally. When you do, this is what it would look like.
Marketing is how you see yourself
Hi. Do you have confused clients? The metaphor you choose is very image based. Marketing is not who you look in public.
It’s what you are. Inside and out.
Based on your assumption (we all know it wasn’t really a question) that Peter’s clients are confused, I’m sure you believe that you are, inside and out, some one who understands metaphors; that’s how you’re marketing yourself. Yet I see you as someone you doesn’t understand them at all; that’s your brand.