{"id":13772,"date":"2018-05-09T20:39:40","date_gmt":"2018-05-09T17:39:40","guid":{"rendered":"https:\/\/www.ibtdi.com\/?p=13772"},"modified":"2018-05-09T20:39:40","modified_gmt":"2018-05-09T17:39:40","slug":"what-is-the-difference-between-marketing-advertising-and-branding","status":"publish","type":"post","link":"https:\/\/www.ibtdi.com\/en\/what-is-the-difference-between-marketing-advertising-and-branding\/","title":{"rendered":"What\u2019s the difference between marketing, advertising, and brand promotion?"},"content":{"rendered":"

\"Image<\/p>\n

\u201cYou can learn marketing in a day, but it will take you a lifetime to master it.\u201d \u2014 Philip Kotler.<\/strong><\/span><\/p>\n<\/blockquote>\n

In my day-to-day work with aspiring entrepreneurs, startup founders, and business students, I often hear marketing strategies described as <\/span><\/p>\n

\u201cbeing on social media,\u201d \u201chaving an online brand,\u201d or <\/span><\/p>\n

\u201cadvertising a lot.\u201d These superficial interpretations frustrate me because they oversimplify the deeper, more complex concepts behind a strategy <\/span><\/p>\n

Effective and successful marketing.<\/span><\/p>\n

\n
\n
\u00a0<\/span><\/div>\n<\/div>\n<\/div>\n

In general, these terms serve a similar purpose, but each has a very different function. To explain and help others understand and identify the differences<\/span><\/p>\n

between marketing, advertising, and branding, I first ask them to imagine how each term applies to them personally, then picture how it applies <\/span><\/p>\n

to the business world, using a simple analogy to explain and understand the differences between these concepts.<\/span><\/p>\n

You vs. Your Startup: An Illustrative Example to Explain Marketing Terms<\/span><\/p>\n

Using a personal example, simply apply the concept to yourself to understand its meaning, then apply it to your startup and business:<\/strong><\/span><\/p>\n

\n
\n
\u00a0<\/span><\/div>\n<\/div>\n<\/div>\n

Marketing is how you see yourself.<\/strong><\/span><\/h2>\n

\u00a0<\/span><\/p>\n

\u0627\u0644\u062a\u0633\u0648\u064a\u0642 Marketing\u00a0<\/strong><\/span>In a personal sense, it\u2019s the image you try to present to others. It starts with the clothes you wear, and the colors, shapes, <\/span><\/p>\n

and patterns you choose, as well as how you look in your everyday outfits, whether formal or casual.<\/span><\/p>\n

We all have a strategy for this. Yes, everyone\u2014including your rude, scruffy cousin who rarely showers and wears the same\u00a0\u0642\u0645\u064a\u0635 \u062d\u0631\u0628 \u0627\u0644\u0646\u062c\u0648\u0645<\/a>\u060c <\/span><\/p>\n

he\u2019s had since college in the \u201990s. Even having no strategy for your personal appearance is a strategy in itself.<\/span><\/p>\n

 <\/p>\n

You can choose a look that presents you as a business professional, a polished academic, a tech enthusiast, or a grumpy contrarian who prefers to speak <\/span><\/p>\n

frankly and spontaneously\u2014or as someone with little substance, and so on. Through your appearance, you communicate and give others an impression of your personality, your likable traits, <\/span><\/p>\n

and the value you offer them.<\/span><\/p>\n

It\u2019s true that it\u2019s not pleasant to admit that appearances matter just as much as substance\u2014and sometimes even overshadow it. But let\u2019s be honest, <\/span><\/p>\n

first impressions are shaped by appearance. They can evolve and be reshaped over time, but as we all know, that takes time <\/span><\/p>\n

and effort. First impressions last, so we do our best to make them count through our outward appearance.<\/span><\/p>\n

.<\/p>\n

 <\/p>\n

\u201cThe goal of marketing is to make customers know you, like you, and trust you.\u201d \u2014 Tim Williams.<\/strong><\/span><\/p>\n

For businesses and startups, a marketing strategy takes into account how you want others to perceive your company. It should <\/span><\/p>\n

communicate your business\u2019s vision and values in a way your audience can recognize and distinguish, and associate with your company.<\/span><\/p>\n

In your startup, how you \u201cdress\u201d will determine how effectively your message is received and how consumers perceive you.<\/span><\/p>\n

.<\/p>\n

Advertising is how you behave in public.<\/strong><\/span><\/h3>\n

If marketing is how you see yourself, advertising describes your behavior and actions.<\/span><\/p>\n

How you promote yourself, where you hang out, and what you say are every bit as important as how you look. All of this should be considered in your marketing strategy <\/span><\/p>\n

to ensure that your image and actions are aligned.<\/span><\/p>\n

\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u062a\u062e\u064a\u0644 \u0623\u0646\u0651\u0643 \u062a\u0631\u062a\u062f\u064a \u0642\u0645\u064a\u0635\u00a0New England Patriots jersey<\/a>, and you have an \u201cI Heart Tom Brady\u201d tattoo on your hand, but <\/span><\/p>\n

During the game, you cheer for the Philadelphia Eagles and celebrate their win. This will confuse the others and may even annoy <\/span><\/p>\n

all your friends. They\u2019ll probably avoid you and stop inviting you to watch games with them in the days ahead.<\/span><\/p>\n

\u201c\u0643\u0644\u0645\u0627 \u0643\u0627\u0646 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0641\u0636\u0644\u060c \u0643\u0644\u0645\u0627 \u0642\u0644\u0651\u062a \u0623\u0645\u0648\u0627\u0644\u0643 \u0627\u0644\u0645\u062f\u0641\u0648\u0639\u0629 \u0641\u064a \u0627\u0644\u0625\u0639\u0644\u0627\u0646.\u201d\u00a0<\/strong>\u0641\u064a\u0644\u064a\u0628 \u0643\u0648\u062a\u0644\u0631.<\/strong><\/span><\/p>\n

Your business\u2019s advertising strategy works the same way. If you run ads in the wrong places, with the wrong message and tone, at the wrong times, <\/span><\/p>\n

or to the wrong audience, you\u2019ll ultimately confuse consumers and may drive them away from your business and startup.<\/span><\/p>\n

.<\/p>\n

Branding is how others see you.<\/strong><\/span><\/h2>\n

While marketing is how you want others to see you, branding is how <\/span><\/p>\n

\u0630\u0644\u0643 \u0628\u0627\u0644\u0641\u0639\u0644.<\/span><\/p>\n

Your marketing strategy should assess and take into account your personal brand.<\/span><\/p>\n

If you have a strong personal brand, you can spend more time building on it and benefiting from it. If you\u2019re facing reputational issues, <\/span><\/p>\n

you\u2019ll need to focus more on rebuilding or changing perceptions. Think about what to do next.<\/span><\/p>\n

For example, if your professional network believes you\u2019re dishonest or unprofessional, simply dressing formally <\/span><\/p>\n

to look professional and perfecting your LinkedIn profile won\u2019t be enough. You\u2019ll need to put in more hard work on the ground to change <\/span><\/p>\n

that negative perception of you.<\/span><\/p>\n

\u201cGoogle loves famous brands\u2014make one for yourself.\u201d \u2014 Dave Naylor.<\/strong><\/span><\/p>\n

Likewise, from a business perspective, understanding how consumers perceive your business is vital to deciding how to implement the right marketing and advertising strategy <\/span><\/p>\n

for your startup.<\/span><\/p>\n

.<\/p>\n

Now, I fully understand that I\u2019m oversimplifying complex marketing concepts\u2014which is exactly what I criticized at the beginning\u2014but I find that applying these concepts to <\/span><\/p>\n

ourselves creates an effective, straightforward way to explain how each concept applies to your business and startup.<\/span><\/p>\n

Ultimately, what other methods, metrics, or approaches do you use to simplify and clarify the differences between marketing concepts? Please share your insights. <\/span><\/p>\n

The value is listed below in the comments so everyone can benefit.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

\u201c\u064a\u0645\u0643\u0646\u0643 \u0623\u0646 \u062a\u062a\u0639\u0644\u0651\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0641\u064a \u064a\u0648\u0645\u060c \u0644\u0643\u0646\u0643 \u0633\u062a\u0642\u0636\u064a \u062d\u064a\u0627\u062a\u0643 \u0643\u0644\u0647\u0627 \u0643\u064a \u062a\u062a\u0642\u0646\u0647.\u201d \u0641\u064a\u0644\u064a\u0628 \u0643\u0648\u062a\u0644\u0631. \u0623\u062b\u0646\u0627\u0621 \u0639\u0645\u0644\u064a \u0627\u0644\u064a\u0648\u0645\u064a \u0645\u0639 \u0631\u0648\u0627\u062f \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0628\u062a\u062f\u0626\u064a\u0646 \u0645\u0646 \u0623\u0635\u062d\u0627\u0628 \u0627\u0644\u0645\u0634\u0627\u0631\u064a\u0639 \u0648\u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0646\u0627\u0634\u0626\u0629\u060c [\u2026]<\/span><\/p>\n","protected":false},"author":3,"featured_media":13777,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_ibtdi_aa_focus_keyword":"","_ibtdi_aa_secondary_keywords":"","_ibtdi_aa_audience":"","_ibtdi_aa_tone":"","_ibtdi_aa_summary":"","_ibtdi_aa_reviewer_name":"","_ibtdi_aa_reviewer_bio":"","_ibtdi_aa_reviewer_url":"","_ibtdi_aa_reviewed_date":"","_ibtdi_aa_service_id":"","_ibtdi_aa_related_ids":"","_ibtdi_aa_human_reviewed":"","_ibtdi_aa_disable":"","_ibtdi_aa_disable_links":"","_ibtdi_aa_sources":"","_ibtdi_aa_update_notes":"","footnotes":""},"categories":[491],"tags":[14545,779,8223,15911,781,783,1335,1039,15912,803],"class_list":["post-13772","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-491","tag-14545","tag-779","tag-8223","tag-15911","tag-781","tag-783","tag-1335","tag-1039","tag-15912","tag-803"],"_links":{"self":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/13772","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/comments?post=13772"}],"version-history":[{"count":0,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/13772\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media\/13777"}],"wp:attachment":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media?parent=13772"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/categories?post=13772"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/tags?post=13772"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}