I delivered a keynote on the importance of collaborative internal branding during the SMC3 2017 Connections conference.
The talk prompted several conversations about the distinctions between branding strategy and advertising. I surprised several attendees by discussing branding strategy as a fundamental element of business strategy for any organization.
When first visiting a branding agency years ago, I didn't understand the distinction between what it and an advertising agency would do. They kept talking about the design of our facilities and employee behaviors, making me wonder why we were there. Those topics seemed far removed from what our marketing team could effectively improve and align in our company. My boss, the CMO, insisted we needed to take the lead on these important people and service elements of our operationally-driven business.
Over time, it became clear that we needed to lead the way because only the marketing team would approach these areas strategically. It was also clear that branding agency thought about them strategically while our advertising agency didn’t. That experience solidified for me why branding and advertising agencies were typically two different organizations.
3 Big Differences between Branding Strategy and Advertising
Thinking about the questions attendees asked after my talk and a career of working with some great branding people, here are several distinctions between branding strategy and advertising:
- Branding relates to business strategy. Advertising relates to marketing strategy.
- Branding determines the essentials of the customer experience and designs it. Advertising focuses on depicting the marketable aspects of the customer experience, communicating them to prospects and reinforcing them with current customers.
- Branding incorporates communications plus people, product, and physical evidence. Advertising focuses on communications and promotional activities.
I could expand the comparisons, but the role branding plays in strategy, customer experience, and addressing a breadth of business variables sets up a solid distinction between branding strategy and advertising. – Mike Brown