As brand and business consultants, we come across the question “so you are a marketing agency?” too many times. Although branding and marketing may seem to be the same thing, they are quite different.

A brand or business consultancy firm interrogates and audits the very foundation and character of your business, and then using the information gathered, goes ahead to analyze the brand and industry, before developing the brand and business strategy.

Marketing is how the brand will approach the public and your target audience. It is how you build brand awareness that is relatable to your market. This approach is a part of what is defined in the brand strategy – especially in the communication phase.

While marketing looks at immediate rewards which may not be sustainable, strategic branding takes time to develop and achieve, focusing on building a recognizable and reliable brand and business.

In summary: Marketing pushes the products or services, Branding pulls your target market to your offering.

The writer Joyce Waithira W. is a Partner Consultant – Strategy, at Brand Integrated Consulting.
Contact: joyce.waithira@brandintegrated.com