There are many different types of marketing, and it can be difficult to understand the differences between them. This blog post will discuss the major differences between brand marketing, advertising, and publicity. Each of these marketing channels has its own unique purpose, and it is important to understand the difference between them so that you can choose the right strategy for your business.
Why Do People Mistake The Three?
People often mistake brand marketing, advertising, and publicity for one another because they share some similar characteristics. For example, all three types of marketing involve creating a message and delivering it to an audience. However, there are key differences between these types of marketing that you should be aware of.
Brand marketing is all about creating a positive image for your company. It is about promoting your brand so that people will remember it and associate it with positive qualities. Advertising is about paid placements where you pay to have your ad placed in front of potential customers. Publicity is about getting free media coverage by generating newsworthy stories or events.
Brand Marketing
Brand marketing is the application of marketing techniques to a specific product, product line, or brand. A strong brand marketing strategy aims to create an emotional connection between the customer and the brand.
This emotional connection can be created through various marketing activities such as advertising, public relations, social media, and packaging.
A brand strategy is important for businesses of all sizes. It can help small businesses build a stronger presence in the market, and it can help large businesses differentiate their products from their competitors.
How Does Brand Marketing Work?
There are a few key elements that are important for brand marketing:
Creating a Unique Selling Proposition (USP): A USP is what makes your product or service different from your competitors. It is important to have a USP because it will help you stand out in the market, and it will be the reason why customers choose your product over your competitor’s product.
Building Brand Awareness: Brand awareness is the level of customer recognition of a brand. Brand marketing campaigns aims to increase brand awareness so that more people are familiar with the brand and its products.
Creating an Emotional Connection: The emotional connection is the bond that customers feel with the brand. This emotional connection can be created through various marketing activities such as advertising, public relations, social media, and packaging.
The emotional connection is important because it will help customers remember the brand and its products. It will also help customers be more loyal to the brand and its products.
Common Terms Used In Branding
1. Brand Equity: the value of a brand that is created by the customer’s positive experiences with the brand.
2. Brand Loyalty: The customer’s preference for a particular brand over other brands.
3. Brand Identity: The way the brand is represented to the public through its name, logo, and other visual elements. A successful brand marketing campaign will require careful attention to your company’s identity and reputation.
4. Brand Guidelines: A set of rules that define how the brand should be used.
5. Brand Recognition: The ability of customers to identify a brand by its name, logo, and other visual elements.
Perfect Branding Examples
Here are examples of great brand marketing strategies:
Apple: Apple creates beautiful, innovative computers that are unlike anything else you’ve ever seen and markets them to connect with their customers.
The company’s message, like its products, emphasizes innovation, creativity, and imagination in its consumers. It basically drives the message “if you’re an Apple person if you’re creative, innovative, and creative.”
Tesla: Tesla is an electric car company that is changing the way we think about transportation. The company’s message is all about sustainability and being environmentally friendly.
Their solid brand marketing strategy emphasizes their unique selling proposition: they are the only electric car company that offers a complete package of sustainable transportation. This includes charging stations, solar panels, and home energy storage systems.
Main Takeaways For Brand Marketing
- Brand marketing is about creating an emotional connection between the customer and the brand.
- Brand marketing helps businesses of all sizes build a stronger presence in the market.
- Building brand awareness is one of the main goals of brand marketing.
What Is Advertising?
Advertising is a type of marketing that focuses on paid placement of messages in order to promote a product or service. This can be done through television commercials, radio ads, print ads, and online ads. Advertising is often used to generate awareness for a product or service, and it can be an effective way to reach new customers.
How Does Advertising Work?
Advertising agencies are typically hired by brands to produce and place ads. The agency will work with the brand to understand its target audience and objectives. They will develop a creative campaign that will reach the audience in the most effective way possible. The agency will then place the ads on television, radio, print, or online.
Tool Used In Advertising
Below are some tools that advertisers commonly use:
Television Commercials: Television commercials are one of the most common and costly forms of advertising. They can be very effective, but they are also very expensive.
Radio Ads: Radio ads are another common form of advertising. They are typically less expensive than television commercials, and they can be targeted to specific demographics.
Print Ads: Print ads are a type of advertising that has been around for centuries. They can be very effective, but they are also very expensive.
Online Ads: Online advertising is a type of advertising that has become increasingly popular in recent years. Online ads can be very effective, and they are often less expensive than other forms of advertising.
Great Examples Of Advertising
Below are some examples of great advertising campaigns:
Timesquare, New York City, NY
The Timesquare in New York City is one of the most popular advertising locations in the world. Advertisers pay a premium to have their ads placed in this high-traffic area.
Super Bowl
The Super Bowl is one of the most-watched sporting events in the world, and it is also one of the most expensive places to advertise. Brands that advertise during the Super Bowl often see a significant increase in sales.
YouTube
YouTube is a video-sharing website that has become extremely popular in recent years. Many brands use YouTube as a way to reach potential customers through online video ads.
Main Takeaways
- Advertising isn’t free
- You need to understand your target audience and objectives
- There are many tools that can be used in advertising, each with its own advantages and disadvantages
- More control
- Some of the most popular places to advertise include television, radio, print, and online
What Is Publicity?
Publicity is a type of marketing that focuses on creating positive media coverage. This can be done through press releases, media relations, and other forms of communication. Publicity is often used to generate awareness for a product or service, and it can be an effective way to reach new customers.
How Does Publicity Work?
Typically, a publicist is hired by a brand to produce and manage publicity for the company, business, or public figure, using the news media to report about the same in the most positive light possible. However, hiring a publicist can be costly. If you are a small business, another strategy is to be your own publicist. To do that, you simply need to learn the fundamentals to pitching and understand how to create relationships with the media. Creating relationships with journalists and other media pros is priceless because they will continue to feature you, your product or your service in relevant stories they are working on.
While publicity doesn’t require brands to buy advertising time and space, it requires efforts, creative ideas, and strategizing to get the right kind of media attention. A lot of times, publicity is confused with advertising. However, there are some key differences between the two marketing strategies. Publicity is not about customer acquisition. It is about growing your visibility and brand credibility so people will begin to know, like and trust you, Ultimately that is what will lead to sales.
Publicity Tools
Below are some tools that publicists commonly use:
1. Press Release: A press release is a brief, engaging story in a specific style that aims to inform local media about newsworthy events or corporate information. It might be about national news, product releases, conferences, new products, or industry expertise on a certain subject. A pitch is a more specific tease to entice the journalist to want to learn more about you, your product or service. The more specific your pitch is tailored to the outlet you are targeting, the better your chances are of getting featured.
2. Press Kit: A press kit is a document that contains all the information a journalist would need to write a story about your brand. It typically includes a press release, photos, product information, company background, etc. These days a press kit is not essential to land your own publicity. Prioritize the pitch and make sure you have high-res images to go with it.
3. Networks: Publicists typically have a large network of contacts in the media whom they can pitch story ideas to. There are key strategies you can employ that will enable you to forge your own network of contacts in the media and act as your own publicist.
4. Digital Media: Publicists also use digital media to reach their audiences. This can include creating and managing social media accounts, developing website content, and more.
Real-Word Publicity Campaigns
Here are some examples of successful publicity campaigns:
The ALS Ice Bucket Challenge
This social media campaign went viral and raised awareness for the degenerative disease ALS. Over 2.4 million people participated in the challenge, raising over $115 million for cause.
Johnnie Walker: Jane Walker
The Johnnie Walker brand features a male mascot. However, to commemorate the achievements of women throughout history, the company introduced Jane Walker, a woman-targeted variant of its whiskey, on International Women’s Day.
In March 2018, the firm released a limited-edition bottle, and it pledged to contribute $1 for every bottle sold to organizations that aid women. After this, the firm rose to prominence for a brief time, and it received a lot of attention.
Dove: Real Beauty
Dove’s “Real Beauty” campaign was launched in 2004, and it has been one of the most successful publicity campaigns of all time. The goal of the campaign was to celebrate natural beauty and to show that beauty comes in all shapes and sizes.
Over the years, the campaign has evolved, but it has always maintained its focus on celebrating real women.
Dove has received a lot of praise for the campaign, and it has helped the brand become one of the most recognized names in the beauty industry.
Main Takeaways For Publicity
- Publicity is earned media
- Requires strategy
- Builds trust, builds credibility
- Relationship-based between publicist and/or yourself and journalist
- Provides brand visibility
- The media controls the final product
Conclusion
Publicity, advertising, and brand marketing are all important tools that companies use to promote their products and services. However, they are all very different strategies.
Publicity is earned media, which means that brands have to work for it. This usually requires the help of a public relations consultant who has relationships with journalists and knows how to pitch story ideas.
Advertising is paid media, which means that brands can control the messaging and the placement of their ads. Brand marketing is all about creating a positive image for the brand. It is important to use all three of these strategies in order to create a well-rounded marketing plan.
