As my project will include creating promotional materials for the arts festival that I am creating, I felt it was important to do some research on branding and marketing, including what the difference is and what these terms really entail.
To put it simply, branding is the creation and styling of your business. Branding is something that every company or project must do to create a recognisable and useable look for their business which can be used within any marketing materials. Branding can include defining the companies values, mission statement and the creation of a style guide including a logo and colour scheme to differentiate the company from others with a strong visual style. Branding helps a consumer to have an idea of the business that they are supporting and tells them at face value what they can expect from your services. All companies should start with branding as marketing strategies can only be devised once you know clearly what your brand is about. Branding is something that will stick with the company for years to come until it is refreshed, whereas marketing can be changed and updated whenever to push new campaigns.
On the other hand, marketing is the opposite of brand creation. Marketing is the way that the brand then takes their message and gets it out to the world and potential consumers. Marketing can be achieved using a number of tools and can be specifically catered to your brand’s chosen target audience and can come in the form of online or offline methods. Methods for marketing a brand can include: social media, advertising, newsletter/ promotional emails, website content, SEO campaigns and may other methods. Additionally marketing can be done the traditional way with use of print medias. These print methods include: posters, leaflets, merchandise, billboards etc. The methods employed by the brand depend on the target audience, where they are most likely to view the marketing campaigns, and what is popular at the time is also a factor. Choosing a popular social media platform for instance or leaning into a trending merchandising gimmick for promotional marketing, can lead to an increase in consumer attention and promotion for the brand.
To apply these concepts to my own work, I will of course need some sort of logo for my arts festival to put on the promotional materials that I will be creating to ensure a recognisable brand for the audience. I will also need to decide on which areas of marketing I would have the most success with when creating the promotional materials for the event. I was thinking about using both print and digital media to promote my festival as this will reach the largest target audience. Using things such as posters and stickers is a way for my target audience to physically interact with the event beforehand and a chance for them to spread the word and to show off the marketing they have seen in person on their social media accounts in photographs. Digital marketing will also be really important for me as my target audience is young adults and people in their 20’s. Having social media advertisements on platforms such as Instagram and Twitter will be beneficial as many young people use these platforms. I have also considered using the widely popular video sharing app, TikTok, to spread content about the festival as well in the form of advertisements and promoted videos.
References:
deBara.D, (2019.) Marketing vs. branding: what’s the difference? [online]. Available at: https://99designs.co.uk/blog/marketing-advertising/marketing-vs-branding/ [Accessed 17 Nov 2021].
Keplinger. M, 2021. Branding vs. Marketing: What’s the Difference? [online]. Available at: https://www.smashbrand.com/articles/branding-vs-marketing-whats-the-difference/ [Accessed 17 Nov 2021].
Newell.C, (2021.) The Basics of Marketing [PowerPoint Presentation]. Available at: https://hullacuk-my.sharepoint.com/:p:/g/personal/c_newell_hull_ac_uk/EVG5hN1SPydJkIjSrSAdw9UBDB9YAjqoLOPCVnyH9uy4lQ?e=4%3AFbqE6H&at=9 [Accessed 17 Nov 2021]
Outbrain, (2021.) Branding vs. Marketing – what is brand marketing? [online]. Available at: https://www.outbrain.com/help/advertisers/branding-vs-marketing/ [Accessed 17 Nov 2021]