The Real Difference Between Marketing, Branding, PR, and Advertising
In many cases people just don’t understand the differences between marketing, branding, PR and advertising. Here are the basics you need to know to speak intelligently on the topic.
Marketing is like un umbrella that covers, branding, messaging, online presence, content, social media, PR, advertising, research…you name it, it’s under the greater canopy of marketing.
This section of marketing includes the visual elements of a company(product or service). It includes everything from the logo to the color theory and how the logo is used on different marketing collateral, which is just a fancy name for websites, business cards, letterhead, etc.
The brand is one of the most important parts of developing or reinvigorating your company. It’s all about what emotions you want someone to feel when they come into initial contact.
One of the best ways to develop your branding is a simple brainstorm to generate 3-5 logos and pick the best. You can decide things like whether you like figurative or abstract logos, whether you like objects in them or simple font treatments.Than engage a graphic designer or an agency to develop the overarching brand identity.
Some say it’s just a logo…tell that to Nike.
PR or public relations is all about getting your brand out there.
PR is very relationship driven, so if you’re going to hire a PR agency, make sure it’s one that has expertise in your specific market.Don’t hire a publicist in the food and beverage space if you’re in technology (unless of course it’s the next great food app). Make sure you set reasonable expectations and goals for your agency.
There is a big difference between long and short-lead media, which is exactly what it sounds like. And not all media “hits” are created equal. PR is only one of the marketing tools, and in order to be effective, you have to have a great online presence and consumer standing to back it up.
Like PR, advertising is an outbound marketing approach.
The first thing to understand is the difference between traditional and new media advertising. Traditional advertising includes things like print ads, billboards, newspaper, radio and cable television.
New media includes Google AdWords, social media advertising, video pre-roll and banner ads ect. The great thing about new media advertising is its inherent traceability, which is why it’s taken off like wildfire in the on demand era.
Again like PR, it’s important to pick areas that engage your target market. New media specifically has the ability to be extremely granular as it relates to the demographics and psychographics of your target market, as well as the ability to name your own price on certain platforms, which is why everyone can and should play in this space.