Branding VS. Marketing 101

Do you really understand the difference between BRANDING and MARKETING???

INCLUDE WEB DESIGN AND DEVELOPMENT would like to share and expound the difference between Branding and Marketing.


INCLUDE WEB DESIGN AND DEVELOPMENT is a digital design and development agency that empowers social enterprises and minority-owned businesses through Web Design, Search Engine Optimization and Strategic Marketing.


What is Marketing?


This is a set of processes and tools promoting your business (Advertising, SEO, Social Media, PPC and local search). Here are the elements of MARKETING.

  1. Product (object, service, concept)

  2. Market (geographical, economical)

  3. Availability (positioning, placement, access)

  4. Pricing (cost, value for money)

  5. Branding (image, perception, emotion)

  6. Relations (service, customer needs)

  7. Message (delivery, messenger)


These are the four key or simplest words to define marketing.

  1. Awareness

  2. Desire

  3. Interest

  4. Action


Also, Marketing has elements and these are the ff.

  1. Product (object, service, concept)

  2. Market (geographical, economical)

  3. Availability (positioning, placement, access)

  4. Pricing (cost, value for money)

  5. Branding (image, perception, emotion)

  6. Relations (service, customer needs)

  7. Message (delivery, messenger)


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What is Branding?


In general, BRANDING is a process of giving a meaning to a specific company, product or service. But, in Email Marketing, you have to create and shape the product in the consumer's mind. And when you have a strong brand the return will give a good impression like as follows.

  • Customer Loyalty

  • It will make you more sensitive about the pricing.

  • make you less sensitive to competitive pricing.

  • Increase trial of new products provided.

  • focus to marketing efforts

  • allow you to attract the resources you need such as talent and capital are instrumental in developing strategic partnerships

  • act as a powerful tool for guiding internal decision making.


Always keep in mind that when you are creating a brand you should have the things (listed below) as your checklist or questions for yourself. These things will surely help you to define your brand.

  1. Who are my customers?

  2. What customers do I want to have?

  3. Who are my competitors?

  4. What is my competitors’ brand position?

  5. What problem does my company solve?

  6. Does anybody care?

  7. What is my value proposition? Is it distinctive? Is it relevant to my customers?

  8. When people think about my company or product,

  9. what are the feelings and associations I want them to

  10. have? Are they unique? Can we “own” them?

  11. What are the functional benefits that we deliver to

  12. our customers?

  13. What are the emotional benefits that only we deliver

  14. to our customers?

  15. What kind of personality will my brand have?


Lastly, you need to ask yourself “WHO ARE MY AUDIENCE?”


Considering your audience is the integral part of your brand, for sure you don’t want to build a fancy restaurant in the woods? To avoid such things. Simply consider these things (NEEDS, WANTS and DEMANDS).


Let us discover how to design your email effectively to reach your target audience, building relationships to your followers and creating impact.


In the next two years, the number of email users around the world is expected to hit 4.3 billion.


Among those users can be your target audience or perfect leads that you can work to reach and convert via email. To ensure your email stands out and grab the entire attention of these members, your email needs to have a strong branding.

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Include is a black-owned, Boston web design and development agency with the sole purpose of eliminating the digital divide. We do this by helping social impact organizations use technology to uplift communities, mobilize advocates and maximize impact.

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