Many people have a difficult time understanding the difference between marketing and branding. Often, it’s assumed that these two terms can simply be defined as having a good brand name and logo coupled with a crafty advertising campaign. While these assumptions are correct to some degree, it is important to understand what branding and marketing truly are and how they can help establish and grow your small business.

Expert Glen Muske expands on these two concepts in his article “Understanding Marketing vs. Branding”. He begins by explaining that consumer behavior is either driven by either a push or pull reaction.

“Pushing is Marketing”

Marketing involves spreading the word and getting the product physically in front of the consumer. Although a creative logo and neat packaging play an important role in this, it’s branding that keeps the customer coming back.

“Branding, then, is a strategy that builds a relationship.”

You can now assume that branding is the “pull”. When it’s Girl Scout cookie season, many of us buy at least a box or two (or three). Not only are you supporting a wonderful organization through your purchase, you are also buying a product that you have grown to love and trust over time. That relationship is the result of a solid branding strategy. Muske adds that “With the brand comes expectations of what will be delivered.”

Although the right path for growing your business through marketing and branding might differ from others, it’s critial to remember that your product must beand solid, reliable needs to solve a problem that the consumer may have. You can have the best marketing campaign in the world, but if you have a low quality product your business will suffer over time.

Muske shares that another way to discern the difference between marketing and branding is to “remember that marketing starts and stops. Branding is what carries on between marketing events.” If you put the time and effort into creating a consistent brand and strategic marketing plan you will find nothing but success.