To know when it is appropriate to hire a branding or marketing agency, it is critical that is an understanding of the fundamental differences between branding and marketing.

Branding
Branding is who you are as a company. It is a combination of tangible and intangible elements and building blocks that determine what makes a business unique. A brand is built on a company’s principles, values, mission statement, brand personality, essences, and vision. These are all the driving factors that help to create a unique internal company culture that will allow you to differentiate from your competition. A brand is symbolic, intangible, and emotional response and feels that is delivered to your consumers. It is what you stand for, and what makes your company matter.

Marketing
Marketing is the different tools and processes that are used to drive awareness and communicate a company’s brand, activities, and offerings. Marketing is always changing and evolving with the business, depending on the short-term and long-term goals of the company.

There are several different marketing channels ranging from traditional television and print advertising, in-person display, and trade show promotions, to online digital marketing. The ultimate goal of marketing is to drive awareness, educate, or encourage a future purchase for a target customer segment for either a product or service.