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Marketing & Branding..... Are they one in the same or different?

branding

I have been reading several blogs that talk about branding yourself or marketing yourself. But after reading these, they all seem to talk about the same thing. In reality, there is an actual difference between the two.

A brand is a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. From wikipedia.

Marketing is one of the most important functions in business. It is the discipline required to understand customers' needs and the benefits they seek. In a nutshell it consists of the social and managerial processes by which products (goods or services) and value are exchanged in order to fulfill the needs and wants of individuals or groups. From wikipedia.

Marketing :

Make a plan & have a budget
Have an objective
Determine your audience
Analyze your results

There are different types of marketing. One type that is becoming more wide spread is Viral Marketing. Mary McKnight does a great job of explaining this. And Brian Brady wrote this blog on viral marketing : Viral Marketing For Realtors: Infect Your Customers and Build An Audience

Branding :

Establish a logo or nickname of some sort
What sets you apart?
Makes you different?

Here is a great post by Bobby Carroll on branding : Branding - Let's Get Personal

Summary : The point that I wanted to make about this today was that I read a post by another AR member today, Nima Rezvan. How Blogging on Active Rain Made Nima of Countrywide Home Loans Popular On The Web
He talked about how he got onto the first page of Google search. First off, this is AWESOME. I truly mean this and this comment is not to be construed as attacking him. But is he marketing himself or branding himself? Sure, is he doing well now because of this? In fact, he is marketing his company.

What if...... he ever leaves his current company. You basically lose that page ranking. You lose all of that hard work and effort. I am sure many of you have worked for at least 2 to 3 different companies in your career, within the same industry. Me? Over 8 companies in 15 years. But 2 companies of 4 to 5 years. We all have our reasons.

How should you brand yourself? Market yourself? Do you utilize localism to define yourself and your market? Do you have a plan? How do you blog? Who is your audience? These are questions that you should be asking yourself on a monthly basis. Things change. Times change. The market & people change.

BONUS : Website or Blog, Which Really Sells? by : Sarah Cooper A great piece that is thought provoking. And you can use this post as both branding and marketing. And you can actually do both on one site. That's my opinion.

Disclosure: Both marketing and branding can be the same at times. But there is a difference when broken down. It comes down to ones' interpretation. And in most cases, you need to brand before marketing.

On another note, something else to keep in mind. Although many people seem to think that "marketing" and "advertising" are synonymous, they are not. Advertising is simply one of the many processes that together constitute marketing . From wikipedia.

Marketing ideas & thoughts :

Google & 4th of July -- Another Marketing Twist

What do you find when you Google search your name?

Marketing YOURSELF or your COMPANY...... Part 1 of 2

Marketing YOURSELF or your COMPANY...... Part 2 of 2

Marketing..... Good or Bad (could this be about branding?)

Branding yourself :

Special Blogging Tool.......Short or long form?

And the Number ONE spot for Top Brand name goes to........

How do you view yourself vs others viewing you?

Is the Internet a THREAT to your business, as a realtor?

The strength of Active Rain & "you" as the community........

Posted by Jeff Belonger -- The FHA Expert.com -- FHA Loans -- FHA mortgages - USDA loans on 07/09/2007 07:36 PM

Comments (36)

marketing, branding, viral marketing, blogging, advertising

This post has been included in New Jersey Information Camden County, NJ Information Cherry Hill, NJ Information
Post is included in group: Realtors®

36 Comments on Marketing & Branding..... Are they one in the same or different?

JUL

2007

Wonderful Jeff.

Originally I was going to just leave a comment with just my "brand" but I thought that would too close to marketing.

But seriously - very good thoughts, good points and great examples of posts.

Now it's time for the branding...

(that didn't hurt a bit. did it?)

Marketing and Branding can be one in the same. Generally speaking marketing can be pro-active or passive. Branding is usually passive.

Proactive marketing is face to face, belly to belly guerilla style

Passive marketing is direct mail. Direct mail can also be branding.

I spent 20 plus years in advertising. Televison, Newspaper etc. Feel free to contact me on any other questions.

These are excellent points that everyone should understand; the distinct difference between the two. Thank you for sharing the very informative posts. Looks like we'll all have some reading to do.

Great post! Thank you for the information and examples.

a wealth of information to ponder. I am going to start reading now, thanks!

Mike..... I think you did a good job with both. ;o) Thanks for the kind words.

Lori.... I agree, they can be one in the same. But as I stated, it can be based on someone's interpretation also. There are similarities, but at the same time, many differences. You make some good points, but there are differences. Some people go by what they learn in school. Much of life is a learning process. A bigger school. Just because they teach it at one place, even in a work place, doesn't mean that there can't be different interpretations. Thanks for your input....

Ricardo..... as I just mentioned to Lori... there are differences and there are similarities. For the most part, in my opinion, there are mainly differences though. I read a lot and I didn't want to make this too long.

There is also internal marketing and internal branding. Some similarities, but many differences also. Basically, you can interchange a lot of this to make it work for you. Thanks for the compliment.

Monica..... thanks for the polite compliment and for stopping by.

Jennifer.... thanks and I hope you enjoy the articles.

Jeff -

I'm disappointed, I was practically baiting you to leave your wonderful "Brand"

I was fully prepared to counter...

( I had it specially prepared just for this occasion)

Mike... I am too tired to be baited... lol CUTE I truly need a vacation from my vacation...

A vacation after your vacation? lol

and here you go..... jeff belonger

thank you for all the good info, Branding is about you, what you do & makes you special. Which you do need but not effective in all marketing because remember it is all about them. Marketing is what you say to compel people to call which can include your branding both are important for your business. For example your brochure is marketing & should have your brand. Post card Marketing sent to a farm may not work with branding using an 800 number or compelling offer may be better.

To often we miss the difference between - marketing and branding. Good explanation. BTW - Thanks for the link love!

I am all about "Branding".... I've been marketing myself for years and it has gotten me to this point... Now I am working on branding so in the future.. I have a "product" to sell off If I desire to retire....

Atleast this is what I was told ... and I follow instructions...

and no that's not it... Just felt like using that signature that was made so kindly for me by Nick. Have a good night

Karen.... thanks for your input and feedback. Yes, branding is about you. Thanks for the examples and for the compliment.

Bobby.... thanks for the polite feedback and you are welcome.

Desiree.... you hit the nail on the head, that I left out. branding for the future so when you retire. What, next year? ;o) But seriously, whoever told you this is so correct. Thanks....

Great information Jeff. Its a fine line between marketing and branding...they go hand-in-hand, I believe. You have to have some marketing to brand yourself in my opinion. How each of us market is something we can all learn by. Thanks for putting all the good research in one place.

Advertising and marketing are usually thought of as being the same. Thanks for explaining the differences.

Leah...... I agree, there is a fine line. But you can also define both marketing and branding with certain methods and approaches. Some can go hand in hand, others won't. thanks for the compliment and for the feedback.

Tim.... thanks... hey, where have you been lately? Sleeping?

HI Jeff~ Very good post about the differences between branding/marketing. It's essential for agents to brand themselves in the eyes of their consumers, not just market to them. It will be something the consumer remembers. Very worthy of a gold star!

JUL

2007

Jeff - You are just so logical. I love the way you presented this information. That vacation must have really been great --- you're sharper than ever!

Marlene

P.S. Just one question. Will I have to get a real tattoo for my branding or will a henna one do?

I woke up this morning and the first thing I see is a horses rear on YOUR blog. Irony? Fate? Prophecy?

Hey, Jeff, thanks for the mention! You make a good point about branding, and what if you leave your company. Things to think about!

Laura..... thanks.... .I do think for the most part, there is a difference. And I do think it's essential for agents to brand themselves. And thanks for the gold star.

Marlene....... well, thank you very much. But I think I was like this before my vacation. :o) But it was refreshing, thanks.

Chris.... yes, I was thinking of you. Next time, I'll put a cow up there. ;o)

Sarah...... I think that you always need to think about the fact that you might not always be with your current company. I can tell you that twice before, I wanted to stay with my current company. That I even made a pledge to myself to really stay. But things happen, companies change, people change, and the market changes. And my pleasure in regards to the mention.

'Branding' is associating your product/service with a name or logo.

Most people 'brand' their marketing material.... so they DO intertwine somewhat

Hey Jeff,

Well you know my take on marketing, you did a great job here, I just checked out Viral marketing and I have alot more reading to do, but it is very interesting.

Thanks for such useful info,

Tom Weiss

Great blog which I enjoyed and the links which I can read later. Thank you!

Jeff, thanks for the mention! I thought I was the Active Rain Mortgage Man and you were the Active Rain Goose? Speaking of goose, I miss grey goose! Thanks for the mention.

JUL

2007

Jeff-That was a very good read and thanks for putting the helpful links in one place. Bookmarked! Although not an expert on branding or marketing, whatever I am doing is totally kicking butt. I guess this is where I wanted to be......leads coming in daily from the internet. In the many real estate classes that I have taken, maybe I walked out of each with just a handful of new ideas. Trying to implement everything I learned would have taken the rest of my life. It seems as though I implemented some really good choices and have also benefitted imensely from participating on AR.

I love my company. Best company to work for on the island but I dont market the company name for the reason you stated but I dont plan on going anywhere soon.

Have a great day and aloha to you.

Late to the party as is typical of late. Sorry if my take has already been mentioned, but here it is.

Marketing and Branding are different, yet Marketing drives Branding as well.

Without Marketing, you have no Brand. Marketing is your means about how you go about getting yourself, your company, your Brand to be recognized. Your Brand is developed partly through marketing, but more so through your everyday operation, quality of services (or products), customer care, etc.

Simply put, your Brand is how you are seen in the eyes of your clients and the industry overall. It could be good or bad and closely matches your reputation.

So, marketing yourself and/or your company the best you can and develop a Brand for yourself. For those of you, like me, who own your own business, also develop your company's Brand.

Jeff, great tutorial!Every Newbie should read this.

And now the challenge is on! How to get Chris Elizabeth's attention first thing in the morning.

Tom B. ..... yes, they do intertwine. And if trying a lot of this, you can separately brand yourself from your company and market both. And I think at times you need to make it happen this way. How of those do you know in this business that stay with their same company for over 5 years? Hey, I am loyal and would love to.... but this is a lot different than working for other companies nowadays.

Tom W. ..... sorry, I forget your take on this. ;o( But I do thank you for your compliments.

Darlene..... my pleasure and thanks for stopping by.

Nima...... my pleasure. And yes, you keep bringing this up. I was actually both before I came to AR. ;o)

David.... that's great that you are kicking butt. But in all honesty, you should be tracking what you are doing, if you are kicking but. That is part of marketing and branding... keeping track of what works for you. Following your marketing. I am sure that you do and that you were just making conversation.

It's great that you love your company. It's a great feeling.... and thanks for the polite words.

Robert..... hey, always welcomed. The door is always opened and I don't have to be home. ;o) Again, many of us agree on this, that they are different, yet partically the same. It's all how you utilize them both. Making them both work for you in different ways....different fashions per se. thanks for your feedback and input.

Dena...... every newbie that gets into real estate or onto AR? In any case, thanks for the compliment and for stopping by.

JUL

2007

wouldn't you say that branding is using your own personality to appeal and attract customers, whereas marketing is more of casting a general net?

cheers,

cindy

JUL

2007

I really appreciate that you took the time to describe the differences between marketing and branding, and why they are both important. I have been spending more and more time and energy on these areas and this was helpful as I try to find my niche and what works. All the best to you.

JUL

2007

Jeff!

Great article distinguishing the two. I think marketing encompasses all, and branding is a subset--but what do I know! I enjoyed reading it and I'll check out the links you provided--welcome back!

JUL

2007

Nice explanation. I bet you have helped so many. You have done a fantastic job explaining. Pay a good graphic designer to get you started. Granted your image is as only good as you are, but it does get your foot in the door if you have a "clean and uniform" marketing presentation.

To me, with effective "branding" you build comfort (being moderately consistent in use of logos, photo treatments, elements used, etc.) A memorable brand makes for more powerful and effective marketing.

Marketing, to me, means how you go about exposing your "brand" and what tools/services you have to offer in all the different mediums of communication to your potential/current customers (trade shows, direct mail, door knocking, pop-bys, online marketing, etc).

Thanks again for the great post.

Steve & Heather Ostrom

Cindy.... yes, it can be look upon as you just stated. Again, for the most part, we have two different words with two different meanings. But they can both interchange with each other. You can market your brand. But the word branding, in my opinion, is that of yourself. Who you are... what you are.... maybe your specialties.. as several have mentioned, show casing your logo as a brand. Or maybe a catch phrase or link as Steve has above.

Joy..... I am glad that I could be of some assistance. As I explained to Cindy above, there are also similarities. But we can view both to be different from one another. Thanks for stopping by,

Yolanda.... I also agree with your statement. Branding can be a sub-set of marketing. Again, depending on your angle, your plan of attack, they both can be related or separate. thanks...

Steve ....... you define branding very well in your statement. Giving comfort is another way of looking at it.

Overall, thanks for the comments and for the compliments. I like your link also. Not to gaudy and just a flair of pleasant color schemes. thanks

Having spent the past 20 years in brand marketing for global companies, I feel somewhat qualified to set this straight. Let's start with a PRODUCT -- chocolate. You do your MARKET RESEARCH and find that your target audience should be women aged 30-50 with terrible love lives. (chuckle) From your research, you find that you have the option to BRAND your chocolate as an aphrodisiac, indulgence, energy stimulant, basic candy, etc. You throw a dart and decide to BRAND your chocolate as an aphrodisiac and give your packaging a certain look and feel to go along with that. Your MARKETING PLAN will carry out how to SELL an aphrodisiac (chocolate) to women aged 30-50 (magazines, billboards, online, television, promotions, local eents, etc.). So there are five components: PRODUCT, MARKET RESEARCH, BRANDING, MARKETING and SELLING. And they are not interchangeable! It is simply impossible to market something without branding it first. I mean after all, what would you be marketing? -- Lisa/Luxury Fractional Guide

Lisa.... Thanks for your feedback. In all honesty, were you confirming what I wrote or just the opposite? You said that you wanted to set this straight, but most of what you talked about was branding first and then marketing it. Which I thought many of us agreed on this and it's partially mentioned in my post. Just curious on where you were going with this. thanks

You are so on point. I was responding more to the comment about the two being interchangeable than the original post -- my apologies. The bottom line is that they are separate and distinct functions and they both rely on the market research and knowlege which isn't mentioned but is so critical. I mean, Sally Jo can market herself as the real estate cowgirl in Michigan, but that doesn't mean it's going to sell! Sally Jo needs to do her homework, then brand herself before she starts the marketing! -- Lisa/Luxury Fractional Guide

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