It’s a topic that has confused the masses for decades–no, I’m not talking about how cameras work–I’m talking about the differences between marketing, branding, advertising, and public relations. Although all of these jobs have to do with business communications, each plays an important role in the success of a company.
What is Marketing?
There is no one simple answer when someone asks for the definition of marketing. The easiest way to explain it is by the 4 P’s of marketing: product, price, place, and promotion.
Product: determine what you are selling
Price: determine how the product or service is priced (deals, mark-up percentage, etc.)
Place: determine the best place to sell your product
Promotion: determine how you will communicate this information to the consumer
Advertising, branding, and public relations can all be considered as part of the promotional aspect of marketing.
What is Branding?
Branding is about finding your business identity. The tone, color scheme, logo, and slogan are just the beginning of a brand image. These specific aspects of a company are the identifiable features that consumers will learn and remember.
Apple is a great example of a company with extremely clear and strong branding. Metallic colors, sleek and concise tag lines, and a renowned logo are just the first things that come to mind when thinking of Apple’s brand. Using these consistent tactics has garnered an incredible amount of consumer loyalty throughout the USA.
What is Advertising?
Advertising is paid media promotion. For example, TV commercials and roadside billboards. A good rule of thumb is that when you see a message from a company that is clearly persuasive, it’s most likely an ad.
Think about a Burger King commercial–although entertaining, there is a clear persuasive message and the company pays for the short video to be aired on national TV. Commercials are a great way to reach a large audience, but not always feasible for small businesses. For those companies, utilizing cheaper advertising channels like local radio and social media ads can be an effective alternative.
What is Public Relations?
PR is all about relationships. A business without customers is nothing at all, so it’s important that you nurture your company’s connection with consumers. Press releases, social media management, and even internal communication can be considered PR. Public relations is not about being outright persuasive, but subtle–maybe even just entertaining or informative.
Have you ever seen the Duolingo Owl on TikTok? Through an extremely successful campaign, their social media team was able to create a casual, fun relationship with their audience. Now, they have 16.7 million on TikTok. When people think of downloading an app to learn a new language, who will be their first option?
Conclusion
Business is a nuanced topic and its vocabulary can seem overwhelming, but laying out the specifics can help you as a consumer or employee understand the inner workings of media. Although similar, marketing, branding, advertising, and public relations are all unique and important tools used in the corporate world.
If you are looking for a top-of-the-line branding agency in the Rochester, NY area, please contact ninety two today at hello@weareninetytwo.com. Check out all of the services we offer here.
