Brand Strategy vs Marketing Strategy

Brand Strategy vs Marketing Strategy

Brand Strategy vs Marketing Strategy

There are two key components of a successful business: brand strategy and marketing strategy. Though the two are often used in tandem, they each serve distinct purposes that coalesce to create a resonant brand experience.

March 24, 2023

Words by Marbury Team

Photo by Haus Klaus

When it comes to crafting a successful business, there are two key concepts that we have to grasp: brand strategy and marketing strategy. Though often used in tandem, each strategy serves its own purpose while accomplishing a unique goal. Understanding the distinction between the two provides a well-rounded perspective and deeper context to guide us as we scale. 

Our clients are often surprised to find that, what they thought was a marketing weakness, was actually an issue of branding. Their marketing strategy was strong but their product wasn’t branded to resonate with their target market. As a result, their marketing efforts weren’t converting and they were missing out on sales. This is why many brands experience higher performance after undergoing a rebrand, despite their marketing & advertising remaining the same.

In this post, we’ll unearth the difference between each strategy and explore how the two compliment each other to create resonant, productive, and seamless results.

Understanding the distinction between the two provides a well-rounded perspective and deeper context to guide us as we scale.

 

What is a Marketing Strategy?

Marketing strategy is the set of actions a company takes to promote and sell its products or services to its target audience. It involves analyzing the market, understanding customer needs, and developing tactics to create awareness, generate leads, and ultimately, convert prospects into customers.

Marketing strategy includes a range of activities, such as advertising, public relations, social media marketing, email marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, and more. The goal of marketing strategy is to increase sales, revenue, and market share.

Marketing strategy is often short-term focused and based on the needs of the business at a specific point in time. It can change quickly, and tactics are adjusted frequently to maximize the effectiveness of the campaign.

 

What is a Brand Strategy?

Brand strategy, on the other hand, is a long-term plan for building a strong, differentiated brand that resonates with customers and inspires loyalty. It involves creating a unique identity, positioning the brand in the market, and defining the brand’s values, voice, and personality.

Brand strategy is about curating a consistent and meaningful brand experience for customers that goes beyond the products or services the business provides. It includes brand messaging, brand positioning, brand personality, and customer experience.

The goal of brand strategy is to build brand equity, increase brand awareness, and foster a lasting emotional connection with customers. It should lead to a brand that your target audience loves, trusts, and identifies with.

 

Marketing Strategy vs. Brand Strategy: The Differences

Focus

Marketing strategy is focused on driving sales and revenue in the short term. It’s about identifying opportunities in the market and developing tactics to take advantage of those opportunities.

Brand strategy is focused on building a strong, differentiated brand that tells a story and emotionally connects with its desired audience. It’s about laying the foundation for the sort of brand that evokes feelings and connects consumers to a core desire. 

Time Horizon

Marketing strategy is typically short-term focused, with tactics that change frequently based on the needs of the business quarter by quarter.

Brand strategy is a long-term plan that evolves with time. Ideally, a brand’s visuals and messages should remain true to its core values, voice, and vision for years beyond its inception. 

Scope

Marketing strategy is narrow in scope. It focuses on innovating campaigns and promotions that will generate leads, convert prospects into customers, and increase market share.

Brand strategy is broader in scope, encompassing all aspects of the brand experience, from messaging to visual identity to customer experience. It’s about creating an ecosystem that feels safe, immersive, and aligned for the customers. This goes beyond the products and services by tapping into emotionality and story. 

Goals

Marketing strategy is focused on driving sales, revenue, and market share. The success of a marketing strategy is measured in terms of ROI, lead generation, and conversion rates.

Brand strategy is focused on building brand equity, increasing brand awareness, and creating a lasting emotional connection with customers. The success of a brand strategy is measured in terms of brand recognition, loyalty, and customer satisfaction.

 

Which one is right for your business?

At the end of the day, both are necessary in order to create a healthy, thriving business. You can’t trade one for the other. However, there are seasons where one may be more important for your specific goals. 

If your main priority is to increase profit margins and drive sales, a marketing strategy will be the most effective. For the elevated brand who wants to break into a luxury demographic, brand strategy will help you communicate with your shifting audience. We have a recent post in our journal that will help you decide if a rebrand is right for you. Click here to explore more.

Download our free Brand Discovery Guide, designed to help you unearth your brand’s values and build a strong foundation for your vision to thrive.

Still life image of textured soaps
Previous Post

3 Ways to Add Personality to Your Brand Identity

Next Post

The Art of Competitor Analysis

Related Posts

View all posts
How to Create a Customer Avatar
Branding

How to Create a Customer Avatar

One of the most interesting, and often confusing, components of our Brand Strategy process is the customer avatar development.

How to Know When It’s Time to Rebrand
Branding, Design

How to Know When It’s Time to Rebrand

At the start of business, we often settle for “well enough” in order to get the job done. However, we eventually arrive at a place where our businesses need potent, reflective, and quality branding in order to truly grow.

Reimagining Marketing
Entrepreneurship

Reimagining Marketing

For many business owners we’ve spoken to over the last 10 years, the word carries negative connotations. They envision it being something that requires an always-on, extroverted personality, face-to-camera on social media, and aggressively pushing people into sales using tactics like fear and scarcity.

Discover Your Brand,
Define Your Legacy

A free guide to help you unearth your brand’s values and build a strong foundation for your vision to thrive.