If you’ve ever used “branding” and “marketing” interchangeably in a meeting… you’re not alone. But while they’re best friends in business, they’re not the same thing. In fact, mixing them up can lead to confused strategies, inconsistent messaging, and a lot of head-scratching during campaign reviews.
Let’s break it down – simply, quickly, and with just a touch of cheek.
Branding: Who You Are
Branding is your identity – it’s the personality, reputation, and emotional vibe of your business. Think of it as your business’s Tinder profile: not just what you do, but who you are, what you stand for, and why someone should swipe right.
It includes things like:
- Your mission and values
- Your tone of voice (serious? / playful? / ultra-expert?)
- Your visuals (logo, colours, fonts)
- And most importantly – what people say about you when you’re not in the room (cheers, Bezos).
In short: Branding builds trust. It’s what makes people feel something about your business.
Check insights from branding expert and extraordinaire Andrew Bloch - Founder at Andrew Bloch & Associates, non-executive director, board advisory, and PR advisor to Lord Sugar
"Biggest misconception? That branding’s just a logo and a colour palette.
It’s not lipstick. It’s your business in high-definition.
When brand and marketing sing from the same hymn sheet, you don’t just show up, you stand out and get noticed. In a B2B world drowning in jargon, BS and repetitive AI tedium, clarity, consistency, and creativity win every time.”
Marketing: How You Talk About It
Marketing is the megaphone. It’s how you spread the word about what you do, attract customers, and keep the money rolling in (or whatever sound your B2B sales pipeline makes).
It includes things like:
- Email campaigns, social media, paid ads
- Blogs, case studies, white papers
- Events, webinars, SEO, memes (yes, even memes)
Where branding is your vibe, marketing is your voice.
🍔 The Burger Analogy (Because, Why Not?)
Imagine your company is a burger:
- Branding is the flavour, style, and reputation of your burger. Are you gourmet and handcrafted or fast, fun and cheeky?
- Marketing is the advert that makes people hungry and gets them to try it.
Branding says, “This is who we are.”
Marketing says, “Hey! Look at this amazing thing we are!”
Why B2B Needs Both
In B2B, trust is currency. People aren’t just buying software or services – they’re buying relationships.
- Branding gets you on the shortlist.
- Marketing gets you the meeting.
Branding builds long-term recognition, and Marketing drives short-term action. Get them working together, and you’ve got a powerful growth engine.
How They Work Together: A Mini Scenario
Imagine you’re launching a new B2B SaaS tool.
- Your brand says: “We’re the friendly expert that simplifies the complex.”
- Your marketing creates a campaign with approachable language, clever visuals, and a jargon-free explainer video.
Result? Your audience not only understands your product but likes the personality behind it. Marketing brings leads in the door. Branding makes them stick around.
Common Branding Mistakes to Avoid
- Thinking a new logo = a full rebrand
- Launching campaigns without knowing what the brand actually stands for
- Trying to appeal to everyone (and ending up appealing to no one)
- Letting sales and marketing speak in different voices (cue confusion)
- Changing your messaging every five minutes (consistency builds trust!)
When to Focus and on What
| Situation | Focus On |
| Starting a new business | Branding – set the tone early |
| Launching a product | Marketing – spread the word |
| Sales dropped off | Marketing – re-engage your audience |
| Losing relevance | Branding – rethink who you are and why you matter |
| Hiring rapidly | Internal branding – align the team around your mission |
A great brand without marketing is like a party no one knows about.
Great marketing without a clear brand? That’s a confusing party with weird vibes.
One of the most common missteps in branding? Mistaking consistency for authenticity.
As explained by Professor Jonathan Wilson Professor of Brand Strategy & Culture, Director at Regent's University London, 4x LinkedIn Top Voice, branding expert and speaker.
“People often talk about authenticity, but what does it really mean?
At its simplest, it’s about being genuine, not fake. Philosophers take it further, defining authenticity as aligning your actions with your beliefs, even when it’s easier to conform.
From a branding perspective, I see two key angles:
Firstly it’s about creating a space where people feel comfortable being themselves, and where others feel comfortable around them. This starts inside your business. If you expect employees to bring your brand to life, you must do the same for them.
Secondly, authenticity means being acknowledged, accepted, and understood. To do this, close any perception gaps: understand what you stand for and how your audience sees you, and do the same for them.
Your brand identity isn’t just a logo, it’s an ecosystem. Corporate, product, service, employer, employee, personal, each is a brand in its own right, all interconnected.
Finally, taking employee and personal branding seriously is no longer optional. It’s a powerful way to build trust, gain endorsement, and inspire word of mouth. Ignoring it? That leads to ambiguity, mistrust, and missed opportunities.”
Don’t Forget: Internal Branding Matters Too
Your team isn’t just behind the scenes – They are the brand. From client calls to LinkedIn posts, their behaviour reflects your company’s values.
Make sure they:
- Know what the brand stands for
- Feel part of the story
- Have the tools and training to live the brand every day
Employees who believe in the brand deliver better service. And in B2B, service is everything.
And I’m not the only one who thinks so – tech marketing leader Emily Miller Group Director of Marketing at Founders Forum & Tech Nation puts it perfectly!
“A crucial focus for us is ensuring everyone on our team knows why we're doing what we're doing and how their individual work contributes to our global brand. Great external communications begin with great internal communications, and employees are your front-line brand ambassadors.
I think that's also the secret sauce – genuinely welcoming ideas and feedback from every team member, so they're actively building the brand and feel a personal sense of gratification when their ideas come to life.
We regularly discuss multiple facets of our work with all team members and explain the context and objectives of any new projects or initiatives, fielding feedback from everyone, no matter their position or level of seniority.”
Quick Summary
| Branding | Marketing |
| Who you are | How you promote it |
| Long-term trust builder | Short-term lead generator |
| Sets the tone | Delivers the message |
| Led by leadership | Executed by marketing teams |
| Emotional | Action-driven |
Want More Branding vs Marketing Info?
Here are a few expert takes for you to dig into (short and sweet):
- Philip VanDusen – Branding vs Marketing (YouTube, 10 min)
- Seth Godin on Brand – Blog post
- Marty Neumeier – The Brand Gap (if you're feeling bookish)
Branding vs Marketing - final thoughts
Branding is your story... Marketing is how you tell it.
And if you're a B2B business? Make sure they’re telling the same tale – ideally a compelling one with a few memorable characters (like your amazing team), a strong plot (your value proposition), and a happy ending (customer success).
Where Formara Comes into Play
So, now you know the difference between branding vs marketing!
You should now realise that they need to work together – but what does that look like in the real world?
Formara help bring brands to life and get them out into the world. Whether you're refining your visual identity, running a targeted direct mail campaign, launching a personalised print marketing project, or packaging your brand in something clients can physically hold – we turn branding into tangible experiences, and marketing into measurable impact.
Here’s how we help B2B brands align the two:
- Branded print materials that reinforce your identity – brochures, booklets, packaging, business stationery, and more
- Direct mail campaigns that drive engagement and response – personalised, targeted, and beautifully executed
- Marketing fulfilment and packaging – where your brand meets your customer in style
- Data-driven print solutions – so your marketing lands exactly where it should, with personalisation that connects
- Sustainable print options – because brand values matter too! Check out Formara's Green Agenda
Whether you’re making a first impression or reinforcing years of trust, we’ll help you say it right, look the part, and land with impact.
