What is the difference between branding and marketing and how do they both affect sales?

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    In the age of entrepreneurship, there are many terms that have entered the common lexicon. The most common terms of business are branding, marketing, and sales. The three terms are linked with each other but also have subtle differences. If you are planning to launch entrepreneurship, you need to be aware of these terms and what exactly they mean. Branding, sales, and marketing are not just terms; they are part of the business operations of any company.

    Any scale of venture, whether a small-scale startup or large-scale venture, every business needs to invest in branding, marketing, and sales.  Branding creates the overall image of the business in the market and supports marketing and promotions. Through branding and marketing activities, a business venture creates scope for sales and establishes a customer base. 

    The need for branding and branding activities 

    According to market studies, 77 percent of customers invest in a company or buy things from the company if it has a good brand name. Market studies show that companies need to and are investing heavily in branding. While existing brands are taking steps to rebrand themselves, startups are aligned toward creating a unique brand identity. Let us know more about branding and how it is crucial for a business. 

    Branding is a long-term process and results that companies invest in. Depending on the purpose and mission of the company and what it wants to achieve, it brands its market projection. The core values and the core ideas related to the brand make the brand story and image. The brand image and story should be created in such a way that the target audience should relate to it.

    Branding plans and activities create an identity for the company in the market. A lead is first attracted to a company because of its branding value and its image. Sustaining the customer base and expanding it also depends to a great extent on the branding activities. If a company wants to survive in a market, it needs to identify its target audience properly and create a consistent brand image. 

    The logo, the positioning, and the image of the company matter a lot in branding.  A brand is not created by a single campaign. The idea of a brand is reinforced in the minds of people with the constant upholding of brand values and image. Logo and packaging, color themes, taglines, and mottos all play a huge role in branding exercises. The creation of a brand image and its maintenance is done through brand management. 

    Brand management is not only for new brands but old companies that have a brand legacy. Branding depends a lot on the target audience the company has. The target audience shifts with time, and what the target audience wants also changes. For companies that have been very active for the last few decades, it has been very important to rebrand in subtle ways to maintain their relevance. The idea of branding is to create a unique image and appeal to people. 

    For old companies, rebranding happens every 7 to 10 years so that there is a fresh image on the market. Rebranding does not mean that the company completely changes its positioning or operations. Changes in logos, color themes, representation, and taglines are usually the rebranding changes that happen. 

    Branding and rebranding help in creating a strong scope for marketing by creating a unique niche for your business products. Branding and marketing usually go hand in hand. Branding is like the catalyst that you add to the equation of marketing and sales to get good results. 

    Marketing and its characteristics 

    Marketing activities and promotional ventures are done with the singular purpose of creating the scope for sales. The success of marketing activities and promotional ventures depends on the volume of sales and revenue that result from them. Branding sells the idea of the business and its image to the minds of the customers. 

    Marketing, on the other hand, has the purpose of attracting new customers and creating new sources of revenue so that the profits for the company increase. Branding and marketing are different, but their goals often overlap with each other. Because of strong branding, marketing activities can see huge success and create tangible results. The purpose of branding is to invoke strong feelings of interest, loyalty, and community in the minds of the target audience.

    Branding creates an identity and recognition for the company, which might not be completely aligned with marketing. However, the value and popularity accumulated because of branding also translate into marketing and sales. Marketing campaigns like offers, discounts, landing pages, and lead-gathering campaigns are more sales and profit-oriented. 

    Branding identifies the emotions of the audience and builds a strong, engaging client-business relationship with the audience. The branding activities are more aligned toward creating strong brand recall. Marketing activities, on the other hand, are aligned to identify the need for business products and widen that need so that leads can change into customers with purchase decisions. 

    Branding campaigns and statements may be subtle, but marketing campaigns are very on-point and focused for every business. In a high-competition environment, the business needs to focus equally on branding and marketing ventures. The strategies to market and the campaigns that are launched can differ over time to create more revenue. 

    Marketing campaigns focus more on making the products popular so that more and more customers buy them. Gathering leads and knowing how to convert them from each stage of their purchase journey so that they can create revenue is the main aim of any marketing activity.


    Sale is a parameter and an operation that depends mostly on marketing. However, since branding and marketing are linked and work together, sales are indirectly linked with branding. If you are planning to create a brand and sell your products, you need to focus on hiring a well-balanced marketing and branding team so that revenue and profit, recognition, and popularity stream in at a stable rate.

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