The Difference between Branding and Advertising

Posted by Sharla Allison On January 5, 2015 0 comments
Brand owners must understand that while advertising is important in building their brand, it is not the only way of doing so, and that there is a difference between advertising and branding. They must know where to spend their resources, but first need to differentiate the two.

It used to be that advertising agencies defined and controlled a brand’s message and the mediums it was broadcast through. Today, however, consumers are starting to pay more attention to social networks and niche online communities. This does not mean, however, that there is no more use for advertising.

Advertising uses creative visuals and messages to capture the attention of the audience. As such, it is highly effective in communicating the stories of the brand. Advertising strategies focus on acquiring new customers; but unless you have unlimited resources, this alone will not be enough in the long run.

Branding involves creating an identity that is enduring and would connect to the customers. The brand consultant would work out a plan that will drive the internal and external strategy of the brand. Branding focuses on acquiring and retaining customers over time. Everything that the company does reflects on its brand; it is the whole picture of who and what the company is.

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