Looking for Award-Winning brand agency? We have compiled a list of top 12 Branding Agencies in 2020.You can use our list as a resource to determine the best brand agencies according to your needs. And Get guidance for creating a brand identity for your next branding project.

EVERYTHING YOU NEED TO KNOW ABOUT CHOOSING THE RIGHT BRANDS AGENCY.

Have you ever wondered how some brands build great reputations and how branding agencies play a significant role in helping them soar high? Well, branding companies are worth gold! Thanks to how they can help brands create a distinctive presence in a highly competitive market and elevate the business to a whole new level.

A branding agency is much more than just a creative agency or a marketing firm that uses graphic or logo designing. In 2020, a branding company that executes a well thought brand strategy while ensuring the communications are consistent across all touchpoints such as ads, website, social media, digital, etc. plays a significant role.

If you are looking to build one iconic brand, choosing the right branding partner is crucial. And through this article, we aim to provide the ultimate list of the most influential branding agencies worldwide to ensure all platforms reflect your brand effectively. Of course, over time, we will update the list with other great agencies in the market.

Meanwhile, we hope this current list helps your brand find the perfect branding agency! Don’t miss out on reading through the company descriptions, client portfolio, notable projects, and ratings. Apart from that, you will also find actionable tips or a buyer’s guide on why branding is necessary for your business, steps to implement a successful branding campaign, how to work better with the agency you choose for better performance, and more in this complete guide to branding.

List Of Top 12 Branding Companies in 2020

Ruckus is a game-changer and global influencer for branding, platform design, campaigns, and content creation consistently for more than two decades. The company is involved in creating and delivering exceptional experiences and drive desired outcomes and awareness through its strategic engagements. Ruckus has a proven track record of completing a hundred plus projects with top clients worldwide. The leading full-service agency has also been featured on ABC, CNN, CBS, Adweek, The Wall Street Journal, and more.

The growth partner for many famous brands, Ruckus, speaks for itself and focuses on deadline-oriented & data-driven methodologies. Creative collaboration, financial intelligence, disruption, and actional results are the key to Ruckus’ success.

Service Focus

  • Branding
  • Web design
  • Platforms
  • Campaigns
  • Film & Photography

client portfolio

BMW, NYC Ferry, The Original Hipster, HarperCollins, Golden Krust, OnePlus/T-Mobile, The Cashmere Sale, and many more.

Client Focus

Midmarket, Small business, Enterprise (>$1B)

GO TO WEBSITE
Founding year

2005

Location

New York, NY

Employee Strength

10-49

Rating4.9/5
Avg, Hourly Rate

$150 – $199/hour

Min. Project Size

$25,000+

Contact Email

info@ruckusco.com

Contact Number

1.646.832.4603

Social network

A digital brand identity design agency of the South, MatchStic, helps brands uncover who they are, allows them to express what makes them unique, and enables them to drive the culture forward. With a team of over 50 employees, MatchStic has helped local startups to large enterprises to hometown heavy-hitters to have an outstanding reputation amidst peers with their beautiful work and grounded and substantial brand strategy.

Laser-focused on the client’s reputation and branding, MatchStic is guided by its principles, technique, proven methods, and customized nuances to dive deep and uncover varied opportunities for clients worldwide.

Service Focus

  • Branding
  • Web and Digital Design

client portfolio

Steelcase, mailchimp, MetLife, Publix, Coco-Cola, Emory University, Prudential, WinShape foundation, and more.

Client Focus

Midmarket, Small businesses, Enterprise (>$1B)

GO TO WEBSITE
Founding year

2003

Location

Atlanta, GA

Employee Strength

10 – 49

Rating4.5/5
Avg, Hourly Rate

$150 – $199/hour

Min. Project Size

$25,000+

Contact Email

info@matchstic.com

Contact Number

1-770-203-1236

Social network

Goes with the tagline ‘Marketing by entrepreneurs, for entrepreneurs,” Deksia is #1-ranked national branding and digital creative agency, working to grow their clients’ businesses for 17 years. The certified and professional team at Deksia understands the intricacies of your business to offer relevant branding, web designing, and digital marketing strategies and help you improve your brand image.

If you want an effective marketing strategy and the right partner to succeed, they are the partners you can rely on. From B2B to B2C, wholesale to retail, and small to large businesses, you can transform your brand, earn eye-popping revenues, and achieve everything that makes your business more profitable and better!

Service Focus

  • MARKETING STRATEGY
  • BRANDING
  • WEBSITES
  • PHOTO & VIDEO
  • DIGITAL ADVERTISING

client portfolio

Critical Thirty-nine, Groji, Arcanna, Countree Boys, Shannon Orthodontics, Verve, Falcon, Code 3, and more

Client Focus

Midmarket, Small businesses, Enterprise (>$1B)

GO TO WEBSITE
Founding year

2003

Location

Grand Rapids, MI

Employee Strength

50 – 249

Rating4.4/5
Avg, Hourly Rate

$150 – $199/hour

Min. Project Size

$10,000+

Contact Email

Contact Number

616-207-3610

Social network

Still, looking for ways to discover your brand’s value proposition? Well, your search ends here! BrandTuitive is one of the fastest-growing branding agencies that understands and honors the nuance of your brand and comes up with unexpected thinking and in-depth analysis to help you reach new heights. Their tagline, “We don’t create brands, we reveal them,” says a lot about the company.

Creativity is hard-wired into their DNA. Whether you are a well-established brand or a new startup, their talented team of professionals will help you reveal your greatness to the world and build your business with a smart strategy, captivating designs, and messaging. Have a personal story to share? BrandTuitive will help you breathe life into your story to put it in front of customers who matter.

Service Focus

  • Branding
  • Advertising

client portfolio

Simply Wine, Nespresso, Horizen, Fulfill, ShopKeep, MRCE, Datacolor, and more.

Client Focus

Enterprise (>$1B), Midmarket, Small Business

GO TO WEBSITE
Founding year

2010

Location

New York, NY

Employee Strength

10 – 49

Rating4.5/5
Avg, Hourly Rate

$200 – $300/hour

Min. Project Size

$75,000+

Contact Email

contact@brandtuitive.com

Contact Number

646.790.5707

Social network

Based in San Diego, Ignite Visibility is a premier full-service and one of the highest recommended digital marketing agencies offering a wide range of branding and marketing services to their clients worldwide. With a compelling and straightforward philosophy of integrating branding and innovation with human-centered designs, they strive to create value for your business.

Their core focus is to grow businesses online through a unified cross-channel marketing strategy and drive change. They work closely with their clients to engage, influence prospects, build brands that impress and inspire investors. If you plan to navigate digital marketing change in the coming years, they are your go-to partner.

Service Focus

  • Digital Marketing Strategy
  • Email Marketing
  • Pay Per Click Advertising
  • Website Design & Development

client portfolio

Tony Robbins, Sharp, National Funding, Accredited, The General Insurance, EOS Fitness, 5-hours Energy, and more.

Client Focus

Midmarket, Small Business, Enterprise (>$1B)

GO TO WEBSITE
Founding year

2013

Location

San Diego, CA

Employee Strength

50 – 249

Rating4.3/5
Avg, Hourly Rate

$100 – $149/hour

Min. Project Size

$1,000+

Contact Email

Contact Number

619.752.1955

Social network

Founded in 2005, Motto is a national creative agency with offices in Dallas, TX, and New York City and core expertise in branding and marketing strategies. They partner with visionary companies to build brands with purpose using their unexpected thinking and out-of-the-box design capabilities. If you want to scale, disrupt the industry, and matter amongst your peers, Motto will help with your goals.

This purpose-driven branding agency is owned by women and helps launch or evolve brands to capture their dream and spirit into their brand that wins. They have a seamless process to assist clients in all industry verticals, a talented brigade of professionals, and a creative mindset, giving brands an ownable position in the market.

Service Focus

  • Branding
  • Web Designers
  • User Experience

client portfolio

Blue Sky Studios, Noovie, Even, Hershey’s, Keetsa, Humankind, Chance, Serif, Looie, Maxx-D, and more.

Client Focus

Midmarket ($10M – $1B), Enterprise (>$1B)

GO TO WEBSITE
Founding year

2005

Location

New York, NY

Employee Strength

10 – 49

Rating4.4/5
Avg, Hourly Rate

$150 – $199/hour

Min. Project Size

$25,000+

Contact Email

hello@wearemotto.com

Contact Number

843-916-0402

Social network

A compelling brand identity is a must for businesses to thrive in this tight competitive market and become a progressive brand name. WANT Branding uncovers your natural appeal and USP’s and helps you create a brand that delivers performance as per customer’s demands, grab attention, and win.

In the industry for 30 years, WANT Branding has helped more than 2000 companies unlock their brands’ value, delight customers, outflank competitors, and get exceptional ROI. WANT is based in three of America’s most popular cities, New York, Miami, and Denver, and has a team of certified professionals who can work on any project end-to-end.

Service Focus

  • Branding
  • Advertising

client portfolio

American Petroleum Institute, Alphia, Intel, Intuitive, City Center DC, Sincro, Metallic, and more.

Client Focus

Enterprise, Midmarket, Small Businesses

GO TO WEBSITE
Founding year

1999

Location

New York, NY

Employee Strength

2 – 9

Rating4.5/5
Avg, Hourly Rate

$200 – $300/hour

Min. Project Size

$25,000+

Contact Email

info@wantbranding.com

Contact Number

1-212-352-2100

Social network

A New York-based branding and creative agency, C42D is a focused team of creative thinkers, designers, and strategists, who love problem-solving. If you seek some out-of-the-box branding help from the most driven people in the industry, C42D is your go-to-partners who can help you even put a dent in the universe.

They guide your leadership to clarity, craft a vision, mission, messaging, and capture your spirit in your brand motto. By turning their craft into science and using proven methodologies and technology, they help their clients tell a compelling story, stand out from competitors, and achieve success.

Service Focus

  • Branding
  • Advertising
  • Web Designers

client portfolio

Kindbody, Shazam, Cuebiq, Brightline, Tone, OOVA, Actify, Foundation capital, and more.

Client Focus

Small businesses, Midmarket, Enterprises

GO TO WEBSITE
Founding year

2010

Location

New York, NY

Employee Strength

2 – 9

Rating4.4/5
Avg, Hourly Rate

$150 – $199/hour

Min. Project Size

$50,000+

Contact Email

Contact Number

6467654477

Social network

A compelling brand story and strategic positioning are the foundation of a great brand and excellent business results. Mechanica is purpose-built to craft crush-worthy brands that perform and scale and create experiences that are engaging, different, and resonate with customers deeply. As your strategic creative partner, they will help you navigate change and outflank your peers with more profitable and responsible results.

A shift in the business landscape enables Mechanica to help brands worldwide shift brand experiences, right from redefining legacy brand propositions to designing strategic roadmaps and enhancing customer experiences. If you plan to launch a new line of business or mergers or acquisitions or plan to expand your customer base, contact Mechanica for all your queries.

Service Focus

  • Branding

client portfolio

Forcepoint, Allways health partners,Abt Associates, Saucony, Sea Cuisine, Downeast, and more.

Client Focus

Small businesses, Midmarket, Enterprises

GO TO WEBSITE
Founding year

2004

Location

Newburyport, MA

Employee Strength

10-49

Rating4.5/5
Avg, Hourly Rate

Min. Project Size

Contact Email

hello@mechanicausa.com

Contact Number

978 499 7871

Social network

With the core expertise in branding and marketing strategy, Traina Design is in the market since 2005, having experience working with all top brands like Microsoft, Sony, HP, Facebook, Qualcomm, and more. A standout feature of Traina Design is that they bring innovation to the table and are known for award-winning creativity in the field.

Brand analysis, enhancing customer experiences, benchmarking, telling compelling stories, and visualization are the backbone of Traina Design’s processes. They take care of minute details, messaging, brand identity, strategic insights, and the masterminds behind each project that genuinely magnifies the clients’ results. So, if you want to remove complexities from your brand building processes, reach out to Traina Design experts.

Service Focus

  • Advertising
  • Branding
  • Digital Identity
  • Motion Services

client portfolio

San Diego, Microsoft, Facebook, Qualcomm, Cisco, Expedia, Sony, Thremofisher, life technologies, HP, and more.

Client Focus

Small businesses, Midmarket, Enterprises

GO TO WEBSITE
Founding year

2005

Location

San Diego, CA

Employee Strength

10 – 49

Rating4.5/5
Avg, Hourly Rate

$150 – $199/hour

Min. Project Size

$50,000+

Contact Email

Contact Number

619.567.7100

Social network

Are you a brand looking to grow big and stand for something bigger? BLVR is the branding and marketing partner for you! They help brands across all industry verticals, drive meaningful outcomes by pairing style, design, and creativity with substance, and architecting a movement to make the most significant impact in the world.

The experts at BLVR have expertise in brand design and development, user experience, and web development. They combine string strategic thinking, best-in-class design and latest technology, and powerful storytelling to drive trust, create memorable and engaging customer experiences, accelerate evangelism and growth.

Service Focus

  • BRAND DEVELOPMENT
  • Branding
  • DESIGN & PHOTOGRAPHY

client portfolio

Bethany Hamilton, Common Assembly, Truth becomes her, Finest made, OH, Futures, Rylee+Cru, and more.

Client Focus

Small businesses, Midmarket, Enterprises

GO TO WEBSITE
Founding year

2003

Location

San Diego, CA

Employee Strength

10-49

Rating4.3/5
Avg, Hourly Rate

$150 – $199

Min. Project Size

$50,000+

Contact Email

hello@blvr.com

Contact Number

619.501.3392

Social network

DeSantis Breindel is a full-service B2B branding and marketing agency specializing in creating and launching world-class brands from scratch. With their brigade of strategists, writers, designers, filmmakers, web developers, marketers, and experience makers, they are on a mission to transform brands and drive change to engage customers and inspire investors.

With over 18 years’ experience as an agency, DeSantis has continued to produce memorable brands and rich human-centered designs for a broad spectrum of clientele from tech startups, mid-sized and multi-billion-dollar companies to enterprise-level corporations. If you are looking to soar to new heights and create a product that is a brand in itself, DeSantis is your branding company!

Service Focus

  • Digital Branding
  • Content Marketing

client portfolio

Engie Impact, Verifone, EXL, ICF, Guggenheim Partners, One Span, Lathrop Gage, Absolute Software, and more.

Client Focus

Midmarket, Enterprise (>$1B)

GO TO WEBSITE
Founding year

2002

Location

New York, NY

Employee Strength

10 – 49

Rating4.4/5
Avg, Hourly Rate

$200 – $300/hour

Min. Project Size

$75,000+

Contact Email

Contact Number

212-994-7680

Social network

Beginner’s Guide for Branding: Enabling companies to use the best strategy to build the best brand

Think once, products are never just products. I mean, IKEA is more than furniture. BMW is more than just a car. McDonald’s is more than a burger. Hershey’s is more than chocolate. These brands are experiences in itself and consumers buy these brands for those exclusive experiences.

Moreover, the companies that market them know precisely what their customers want. Hence, they create such experiences that they want you to have when you make that purchase. Now, that is what you called a brand!

From the material and color palette for packaging and advertisement to the model of their ads or captions on their Instagram story, companies who create strong brands know that their brand needs to live everywhere. They strive to create names that go far beyond their label.

The result? Today we don’t say we want to buy chocolate. We say we want to buy Cadbury. Strong brand presence is remembered, admired, and preferred by all, and are chosen out of tons of options available. Who doesn’t want that? We all do, right.

But do you know how these incredible brands are developed? What are the processes or trends they follow? How these brands became so huge and a household name?

In this comprehensive article, we have curated a step-by-step guide for companies looking to establish their brand identity, outperform competitors, create incomparable customer experiences, and get exceptional ROI.

But first, let’s start with what is branding?

From naming the product/service to its identity system and messaging platform, from choosing brand guidelines to communicating the right message through all channels to the right audience, Branding covers it all. Branding is referred to as an iterative process of researching, developing, and applying the set of strategic features so that your organization can connect with the customers.

The concept of branding is in existence since the time of the Pyramids. The Pyramids in Egypt are an age-old example of ancient personal branding.

Branding is magic. It means getting in the mind and heart of the organization and see through the eyes of consumers. A business is like a person and your brand is like its identity and personality. Strong brands can connect and spread like wildfire. It is like how you introduce yourself or your organization to your peers/competitors/consumers/investors and how you build a trusting relationship with them.

The importance of branding.

A brand is a promise to the customer, reflecting the expectations they can have from a product or a service or a solution and how it differentiates from its competitors. A digital-first branding agency specializes in creating, launching, or rebranding the brands from scratch. Their role is to create, plan, measure, and manage innovative and unique strategies right from identity design to global campaigns helping brands stand out amongst other brands.

Why is branding necessary for your business? The answer is –

– Branding gives potential buyers the reason to choose you over your peers. It helps transform consumers’ perceptions.

– It gives your brand a unique identity, voice, and personality to resonate with and connect with your customers.

– Branding helps make your brand memorable. It is like the face of your company, distinguishing your business across all mediums.

– It supports your advertising and marketing efforts adding that extra punch and significant impact.

– Enables companies to create a highly reputable workplace for all the employees.

Creating a brand is thrilling, brand management is exciting, but it is not enough. As your business scales, you must implement different strategies to align with the change, and your brand must follow the suite. That is why it is essential to understand different branding types, which will enable your branding agencies to help you elevate your business.

Understanding if your agency has expertise in different types of branding.

Branding is not only about your brand name, logo, website, or product. It includes all the intangible stuff that separates powerhouse from all other mediocre brands in the market. For that, you need to understand different branding types that will help you differentiate your business or service from others while aligning with your goals.

1. Corporate Branding
2. Personal Branding
3. Product Branding
4. Geographical Branding
5. Service Branding
6. Cultural Branding
7. Retail Branding
8. Co-Branding
9. Online Branding
10. Activist Branding
11. ‘No-brand’ Branding

Before you choose from the different types of branding listed above, think once, the face of the company you want to show the world, what is your mission and vision, your target audience, and which type of branding might help you achieve your goal.

Do you have a defined brand that doesn’t match with what you really do or who you really are? Confused about how to leverage the above different types of branding for your business?

Well, to build a strong brand and to convey your purpose and promise, it requires careful planning and smart brand strategies in place. Here’s how your branding agency can help you map a cutting-edge plan for your business.

How can a branding agency help you select the best strategies for your business?

With shifts in the digital landscape, change in algorithms, and other platforms like social media and digital marketing, companies need to market themselves to stay competitive and recall value correctly. Branding is one aspect that remains unchanged, but finding new strategies to keep the brand afloat is critical to match the present needs and expectations of customers.

Brand strategy is the groundwork for building a successful business. It is a phenomenon that encompasses a specific set of plans in combination with components of your brand’s identity to help you achieve business goals. In the below section, we bring you the list of 7 tactics to build a comprehensive brand strategy that will help you master branding, gain brand awareness and growth.

1. Define your purpose
2. Research competitor Brands
3. Consistency is the key to the brand-building process
4. Define your target audience
5. Build a flexible brand
6. Focus on building brand loyalty
7. Be your brand’s most prominent advocate

Be it a small or large business, applying the best strategies is the common practice followed by leading branding agencies in the industry. Consumers love brands with a strong identity and following best practices enables companies to stand out, gain trust, and achieve success. Over the years, the business environment, internet, and branding strategies have drastically transformed, opening doors to new opportunities. To stand out in this tough competition, businesses need to be flexible and give their brand unique personalities. In the below section, we bring you the best practices, followed by leading agencies to help you build a memorable brand.

5 Best practices followed by branding agencies to help you build an exceptional brand.

In today’s digital world, to make your brand stand out, you need to follow the below best practices to live your brand through your consumers’ eyes and deliver the value that matters the most.

1. Vocabulary consistency is the key
2. Present unique selling points, mission, vision, purpose, and value.
3. Be clear with your messaging to the customers.
4. Branding is a team sport
5. Keep on reinventing or innovating with your brand

With the above components, we are sure your branding strategies will be in place. But, what is the next stage to create and promote a firm’s brand? Well, your branding partner must follow a branding process for the success of any marketing and business development program.

A brand process enables the organization to shape the brand with intention and control. It is a combination of interrelated phases, including strategic thinking, research, audit, project management, and creativity. For some big brands, the process might be more complex and involve in-depth analysis. In the below section, we will see what the different approaches are and how thousands of high-growth firms adopt it.

Step-by-step branding process followed by top branding agencies.

What is the branding process? It is a systematic approach to raise brand awareness, communicate, define, and strengthen a firm’s brand using several sequential steps. A lot of in-depth analysis and planning goes into creating a brand; hence, a meticulous process in place can help you manage them all efficiently. A successful brand is not built overnight; it’s done one step at a time.

An effective branding process enables branding agencies to understand every individual company’s needs, create strong brands with a unique identity, convey the brand’s personality on-point, and gain audience attention. We have divided the branding process into 8 phases:

1. Audit
2. Research
3. Personas and journey maps
4. Brand platform
5. Brand Architecture
6. Brand Name
7. Brand Identity System
8. Brand guidelines and Training

You are now familiar with the different types of branding, the importance of branding strategies, branding process to be followed. Now, you need the right branding agency that can help you tell the right story to the right audience and help your business grow. So, how to select the perfect branding agency? In the section below, we will guide you about what to look for when choosing a firm that suits your goals and budget.

How to choose the right branding agency to tell your story?

Irrespective if you are a new startup or an established brand, branding your company is a significant investment. While there are many other vital facets to growing an organization, marketing and branding are the most critical stages. If you are planning to invest time, money, and efforts, you would want to make sure the job is done the right way. That is why it is necessary to hire the right branding agency to make the process a lot easier. With this in mind, we have curated a list of a few things you should consider before hiring the right partner for your company:

1. Know what you want from the agency
2. Agency to work within your budget
3. Branding agency fit for your brand’s size
4. Agency’s experience
5. Diverse portfolio
6. Agency’s reputation
7. Standard and defined process
8. Their own branding strategy

It has been observed time, and again, companies often make mistakes while rebranding, or early stages of branding, sabotaging their growth and reputation. From people operating under the impression that a brand can be built in one day to companies ignoring it altogether, branding is often misunderstood. In the below section we bring you common branding mistakes prevailing in the industry we should be avoided to build a successful brand.

Common branding mistakes that any branding agency should avoid

Whether not considering the branding option or whether it is the strategic or visual aspect of your brand, certain branding mistakes have to be avoided if you want to outflank your peers. Believe it or not, your brand is an extension of your corporate personality, and it has to make a promise to offer a certain value to your customers. It is not a surprise that many big brands spend months or years researching the competition, gaining consumer insights, demographics, and other factors that will help them build a strong connection with their audience. In the below section, we have curated a list of certain common mistakes that you can definitely avoid to craft a meticulous customer experience.

  • Avoid a generic brand identity

    You have researched your market, done competitor analysis, and created a unique product or service that solves consumer problems. But you don’t differentiate your brand from others. Differentiating helps your audience to appreciate the value of your brand.

    Generic brand identity will make just another brand in the crowd. Carve your own identity. Have a clear vision and then work towards communicating the message. Create visual and verbal content that will help you stand out and show your value. Be unique; don’t be the crowd.

  • Inconsistent with brand messaging or identity

    These days there are various platforms where brands are present. And one of the most common branding mistakes is not having brand consistency across platforms. Brand inconsistency can be in the form of visuals and brand voice. It leads to miscommunication, causing confusion that will lead to distrust, ultimately hampering customer experience.

    Visually your brand should look the same across platforms, whether it is the logo, images, the colors, or the typography. Consumers will not recognize your unique style if it keeps changing—the brand voice should remain the same, whether it’s an email, social media, or your website. Always aim for consistency, whether it’s the content tone, design, or style of your logos. To have uniformity, create a brand identity guideline. The guide should contain details like but not limited to the primary and secondary colors palettes, logo size, images, and icons.

  • Neglecting branding opportunity

    Internet and, more importantly, social media have opened a plethora of opportunities to promote your brand. Creating your online presence is not enough. You need to observe and learn how audiences are responding to your brand. Invest time and use tools to measure performance to identify opportunities.

    Use the power of social media by working with social media influencers. Nurture your relationship with the influencer. The right influencer can get the much-needed spotlight on your brand. It can add more credibility to your brand.

  • Not evolving your brand identity

    Branding is like technology. If you don’t evolve, you fade away. A brand is about strategies to attract and keep consumers. And strategies need to evolve with changes.

    You can’t expect your company to grow by selling feature phones in the age of smartphones (remember Nokia?).

    Evolving your brand doesn’t necessarily mean changing the logo and message. It’s about listening to your audience and taking incremental steps. A few of the great examples of brand evolution is Apple and Nike. Both companies consistently evolve their products and offer consumers the best in their product categories.

  • Rebranding, do it in the right way

    There are several reasons why companies want to rebrand. The company explores international markets, new management, entering new product categories, outdated image, or cleaning a lousy perception.

    Take, for instance, McDonald’s. It had an image of a restaurant that served unhealthy food. McDonald’s took steps and started rebranding themselves. Right from the logo, restaurant interiors to the menu. It is rebranding itself as more health, consumer, and environment friendly. A few examples of a century-old brand that have rebranded with time are Levi’s and Dairy Milk. These brands have changed with time, from logo, design, to new products relevant to the present day.

The internet is awash with several takes on the difference between Marketing, Branding, and Advertising. And yet, the answers vary from expert to expert, as different people have different take on the subject. Well, we recently tried our hands at differentiating the most talked about subject by defining the terms, and intent of each activity, and here is our analogy to understand the difference better. We hope the below differences will help you understand each segment more clearly and make the maximize use of each tool to develop more focused business initiatives.

Difference between Branding / Marketing / Advertising

Let us help you understand what is “branding” not in a vacuum, but rather in relation to its partners “marketing” and “advertising”. Though different, all three concepts work hand-in-hand to support each other to increase sales and boost revenue. All three efforts work together to produce the best results for businesses and neither is fully effective when used separately. In the below section we will help you understand the difference of all three efforts along with why marketing or advertising cannot exit without branding and vice versa.

When companies are cutting down on “marketing budget” is it really marketing or is it advertising? Is the definition of brand the most popular product of your company?

There is no dearth of people who think marketing, branding, and advertising are the same. With little or no knowledge of these concepts, it can become overwhelming for seasoned professional to differentiate. Leave alone someone setting up or growing a new business.

It is vital for the growth of your business to understand the importance and difference of all three. So, let’s have a look at what are these buzzwords and how can they impact on your business?

Branding

Before we discuss branding let’s understand what a brand is. Is it a company, a design or a logo?

Brand is a perception, an image that consumers have in their mind. The perception is more than a company’s logo, color, and themes. How the consumer feels about your products, services or company influences your brand too.

In simple words, brand is how others see you. It’s intangible. Brands are created over long-term as perceptions are built over the time as consumers experience your product or service.

Branding is the process to create and shape the brand or the perception. It is about nurturing a deeper, meaningful relationship with your consumers evolving with your company

To create a brand, you should deep dive to answer,

  • Brand definition – What is your brand’s core values and promise?
  • How should consumers feel after experiencing your product or service?
  • How do you want consumers to remember your brand?
  • What makes your business unique from others?
  • Brand Identity – It includes the visual aspects of your product or service. The logo, tagline or motto, colors, and designs to name a few.

Branding not only has an impact on your customers, but it also has an impact on your employees. Boasting their moral and confidence in the company. Just like consumers it helps employees associate themselves with the brand in turn motivating to work passionately.

Branding is more than a logo; it’s creating the perception of the brand driving recognition and loyalty. Branding nurtures a relationship, creating a long-term connection.

Marketing

Marketing is the processes with which you actively promote your product or service. It includes several tools and strategies like but not limited to market research, SEO, content marketing, email marketing, social media engagement, and blogging.

Marketing is how to get and retain the consumers. It is done with the goal to get your consumers buy your products or services and drive sales. There are marketing campaigns designed with specific objective, budget, schedule, and capturing metric.

In marketing knowing your customer is vital. You need to have answers for the questions like,

  • Which section of consumers are you targeting?
  • What value your brand brings to your consumers?
  • Promotion of products and services to consumers

More importantly marketing deals with 4 P’s.

Product – Is this product filling a void or creating a new category in itself

Price – Correct pricing is a significant factor. It not only affects the bottom line but should also consider the perceived value.

Place – how would you like to sell the product? Brick and Mortar or online? What is the distribution strategy?

Promotion – All and any type of communicating including advertisements about the brand to your consumer falls under promotion.

In a nutshell marketing is to know your consumer and drive sales. The right marketing strategies will help to stand out in the crowd of brands.

Advertising

Let’s first address the elephant in the room. Marketing and Advertising are used synonymously. However, they are different from each other. Advertising is a part of marketing and supports the larger marketing strategy.

Advertising is not just selling your product or service it’s about selling the brand. It creates the curiosity and influence the consumer in favor of your product.

Through marketing you inform the consumers about the product you have that they are looking for. With advertising you introduce and communicate about the product. There are several medium for advertising like but not limited to television, radio, print, mail and billboards. However, with the advent of social media the dynamics of advertising have changed. There are several ways of promoting your brand with and without paying money.

The principal goal of an advertising campaign is to encourage the buying behavior of the consumer by endorsing your products or services.

Branding, Marketing and Advertising complement each other

How Branding, Marketing and Advertising complement each other:

Without the story of who you are and why your company exist it is challenging to clearly communicate with consumers. It hinders in differentiating your brand from others. Branding is about letting know the world who you are.

Marketing is to know who your consumers are? Where are they, what are their preferences and needs. Without knowing these how can a company align itself to consumers interest and advertise and sell their products or service?

Advertising helps in ushering the consumer to buy the product or service.

Branding, Marketing and Advertising each demands its own strategy. Yet, the three converge on several occasions in a business. For instance, to run a successful advertising campaign it is vital to know your consumer. Market research helps you to identify and understand your target consumer. The marketing strategies can help study trends and increase conversion. However, a consumer with a connect to the brand can increase your conversions, generate loyalty and help create a unique brand. Thus, making all three important strategic pillars of your company.

FAQs

What is the cost of a branding campaign?
How long does rebranding or a brand identity design usually takes?
Final Thought

Final thoughts

Do you what is common between incredibly successful brands like Coca-Cola, Mercedes, Nike, and Target? Their efficacious branding strategies and meticulously crafted consumer experiences. Their efforts in collaboration with the right branding partner are impeccably reflected throughout their website, social media platforms, advertisements, and other marketing materials.

Branding defines the company’s future, and it takes time, effort, a good strategy, and resources to build a successful brand and generate brand equity. In this stiff competitive market, where all the brands target the same audience, your branding strategies and planning will set you apart from all the rest. And in the end, the investment is worth all the recognition, consumer trust, and repeat business that will result.

While branding may be perceived as one of the lesser factors to put time and effort into by many companies, it is vital to invest in it upfront to don’t make other expenses down the years. Our advice is that companies should start looking at their brand from the outside in, consumers’ perspective, not just inside out. Gen-Z or millennials demand products or services that are customized or personalized is culture-focused. Companies should start looking at the hidden meanings in the everyday changing world, culture branding strategies, and ensuring that their brands see and drive the future to be relevant and fresh.

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    Sukesh Jakharia

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