ARTICLE SUMMARY: While designers are basically in the business of communicating there are times when the functions of communication often get blurred, especially when it comes to branding and marketing.
Branding and marketing go hand in hand, you can’t have one without the other and each one has a roll to play. Knowing what that roll is is key to success.
“Branding is Expecting; Marketing is Parenting” by Deroy Peraza explains the difference between two by using pregnancy and parenting as a comparison. He talks about
Branding is Like Expecting
- First Trimester: Brand Strategy
- Second Trimester: Verbal and Visual Identity
- Third Trimester: Building Out Your Brand and Preparing for LaunchDelivery Day: Launching Your New Brand
Marketing is the expression of your organization’s DNA, as it is encoded in your brand. It’s like parenting and when you talk to your kids, you need to be clear, consistent, with a shared understanding of what we value most.
Either way, we need to remember where one ends, the other begins and how we handle these can make all the difference.
There is a lot of good information in this article and well worth reading.
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