Branding and marketing are connected, but also separate. In today’s competitive marketplace, you need to differentiate your business and products from all the others. And to do that, you need both strong branding and strong marketing.
You can consider a brand as the idea or image people have in mind when thinking about specific products, services, and activities of a company, both in a practical (e.g. “the coffee has a great aroma”) and emotional way (e.g. “the coffee makes me feel powerful”).
It is therefore not just the physical features that create a brand but also the feelings that consumers develop towards the company or its product. This combination of physical and emotional cues is triggered when exposed to the name, the logo, the visual identity, or even the message communicated.
Brand marketing is promoting a brand's products or services in a way that elevates the brand. It involves creating and maintaining brand-consumer relationships and marketing brand attributes—the traits that people think of when they picture a particular brand.
Fresh Coffee & More