Who are you? What is your brand? To understand the difference between the marketing, advertising, and branding, Peter Gasca encourages you to apply them to yourself. These terms are often simplified when truly effective marketing strategies are complex, and all three concepts revolve around the idea of identity.
Marketing. How you see yourself and the image you present to others. Everyone has a strategy for presenting themselves and even not having a strategy is a strategy in itself. Who you are is who you share with others. Aspects of your appearance express your values, attributes, and beliefs to others. How you dress and how you style your hair can affect your first impression and I think that we can all agree that it is important to get impressions right the first time.
For your business, marketing considers how you want others to perceive your company. If you present your company well, your message and image will more effectively be accepted by the public. We emphasis storytelling since stories create an emotional connection between people. Telling your brand’s story is more authentic, memorable, and shareable.
Advertising. How you act, carry yourself, and where you spend your time. Your image and actions should be consistent and compatible. It is important to execute your advertising strategy in the right places, at the right time, and to the right audience. If you went to a hockey game with friends, you would wear your favourite jersey and cheer for your favourite team. The same goes for advertising. Know your audience, where they spend their time, and what they expect from you. Align yourself to your target audience’s lifestyle and consumers will more likely trust in your brand and company.
Branding. How others actually see you. How people perceive your brand. A marketing strategy should assess your personal brand and if you have a strong brand, you can work on building it up. If you have a weak brand, you should work on strengthening your reputation and perception. What your professional network thinks of you can either be beneficial or detrimental to your brand. If you go to a hockey game wearing your team’s jersey, people will probably cheer along with you, but if you wear the opposite team’s jersey, you could be avoided.
I hope that applying these concepts to yourself helps to distinguish between the three. Your brand identity, personal identity, and professional identity are all essential. Consider how your brand expresses itself, how it acts in social spaces, and how others perceive you. This can mean the difference between success and defeat.
By Calla Novello-Lauritsen, social media coordinator