What's the difference between branding, marketing, and public relations? (2022)

Every New Kinder hears the same handful of questions all the time:

“What is branding, even?!”

“What’s the difference between branding and marketing? Public relations? Campaigns?”

“How do all of these pieces fit together (and why am I paying for all of them)?”

As a tech marketer, you’re constantly faced with tight budgets and quick release dates. So it’s helpful to know exactly where you’ll need to turn to get the best return on your time, energy, and budget.

To do that, you need to know the distinctions between branding vs. marketing vs. public relations, what role each plays in shaping what your customers think of you, and how and when to leverage each of them.

So let’s set the record straight, shall we?

(Video) The Fine Line between Marketing and Public Relations | Public Relations: PR and Marketing

Branding

Your brand is the full expression of your organization—the public’s perception of how you look, sound, and act. Ultimately, your brand is your reputation.

Branding is the strategic work that goes into forming this reputation and how you present yourself to the world. It’s the sum total of your story, your visual identity, and the messages you share.

Contrary to popular belief, your brand is much more than your logo alone.

Take Nike, for example. Most people could recognize the Swoosh anywhere. But the Nike brand experience is about a lot more than just their logo. Alone, it looks like little more than a stylized checkmark. What makes Nike, *Nike*, is the meaning that’s been carefully built into that symbol—and every other brand touchpoint—over time.

The feeling of athleticism, even invincibility, that the Swoosh represents. The endorsements and images of athletes winning championships and crushing world records. The stories of unrelenting perseverance and human triumph. Nike’s brand—their reputation—is one of victory. And it’s the promise that you, the consumer, can own a piece of that experience by aligning yourself with the brand (and by buying a pair of those sweet new kicks).

The best brands tell a cohesive story throughout every touchpoint. Their mission, vision, values, story, voice, and visual identity all align to create an experience that customers will learn to recognize (and expect) over time.

They clearly and consistently articulate their purpose, perspective, and personality—combined, these elements make up what we call the Brand Layers.

(Video) Branding in Relation to Marketing, Public Relations & Advertising

  • Purpose — Why you exist. Your mission, vision, values, and story.
  • Perspective — What you stand for. Your unique view on the world and how you are uniquely positioned to make it better.
  • Personality — How you look, sound, and act. The traits and behaviors the world will come to know and expect from you.

It’s helpful to think of your brand (and the process of branding) as the foundation of all your communication efforts.

The strongest brands are designed to be long-lasting and evergreen. Particularly in the fast-moving and ever-evolving tech industry, your brand should serve as the anchor that steadies your organization when all other aspects of your world are in flux. And while brands do get facelifts every once in a while (Slack recently unveiled a new identity), they shouldn’t be so fluid that they change every time the wind blows.

In other words, your brand story isnotthe place to tackle fleeting, topical, or largely ephemeral brand perception issues. It’s not the place to argue with your detractors to try to make them see your point of view. And it’s not the place to address an attack from a competitor or an unfavorable story in the press.

An authentic brand story and identity should still look and sound and feel like youthree, five, even ten years from now. That means keeping things positive. Staying true to your roots. Reminding yourself and your customers why you are uniquely positioned to solve a meaningful problem.

If your tech company is new to the world, or if you feel as though you aren’t hitting the right mark with your audiences, come back to your branding. Are your communications rooted in the story of what’s always been—and will always be—true about your organization? Is your visual identity lining up with what you want people to know about you?

Equipped with a solid brand foundation, you’re ready to start thinking about the tactical ways you share it with the world.

Marketing

Marketing is the tangible execution of your brand to build engagement and drives sales. It’s how you communicate your brand, products, and services to convert leads into customers. And it’s how you generate demand to ultimately drive revenue.

(Video) PUBLIC RELATIONS vs. Advertising vs.Marketing

Some organizations build marketing teams based on the specific channels they target. For example, in “High Growth Handbook: Scaling Startups from 10 to 10,000 People,” Elad Gil divides marketing into several different functions, including growth marketing, product marketing, and social media marketing. But at their core, they all serve the same purpose: building customer engagement and driving sales.

Here are some common examples of marketing in action:

  • Email marketing (nurture or drip campaigns, newsletters, etc.)
  • Customer testimonials
  • Case studies
  • One-pagers, brochures, and other pieces of printed collateral
  • Social media campaigns
  • Advertising
  • Themed / seasonal campaigns
  • Search engine optimization (SEO) / content marketing

The best brands align marketing and brand—story, messaging, visual identity, mission, vision, values—to create cohesive, “on-brand” campaigns and assets.

The worst misuse or flat-out ignore their brand, resulting in marketing materials with a wildly different look and feel from what customers thought they were getting. This disjointed approach causes confusion, erodes affinity, and diminishes loyalty.

Your company’s marketing efforts should be shaped and informed by the foundation of your brand. But marketing campaigns, which are often more “seasonal” or timely in nature, are the perfect place to test out various messaging approaches to see what works best in terms of inspiring action.

Your brand’s story should tell the world what your company stands for. Your marketing efforts should influence your customers to try, buy, download, share.

Public Relations (PR)

The Public Relations Society of America (PRSA) defines PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” At its core, PR is about influencing, engaging, and building relationships with an organization’s stakeholders.

(Video) What Is The Difference Between Branding & Marketing? What's more important?

PR helps organizations across industries generate positive perceptions (and/or counteract negative perceptions) through media relations and an ongoing focus on reputation management. It’s also largely responsible for the dissemination of time-sensitive or urgent news, like crisis communications.

Remember those detractors we talked about earlier—the negative perceptions you may feel tempted to tackle with your brand story (but shouldn’t)? Your PR strategy can be the right place to counteract the arguments of your detractors. The quick, issue-specific nature of PR lends itself well to this kind of communication—and shows that you can be both receptive and responsive to feedback.

PR is also a valuable outlet for messages intended to advance your agenda or relay your point of view on a timely topic. Again, the time-sensitive nature of PR—which often revolves around the media and news cycles—makes it the perfect avenue for responding to pertinent issues as they arise.

That said, your brand still influences your public relations strategy. Every press release, media kit, and social media update should be aligned to and guided by your high level story, messaging, and visual identity system. Having a cohesive PR strategy that ties back to your story helps build trust—showing the world they can count on you to be consistent and reliable. It helps your audiences recognize your communications as *you*. And in times of uncertainty or change, that level of stability can be crucial for retaining customers.

While branding, marketing, and PR serve different functions, they are all vital elements in the best organization’s communications strategies. Particularly in the world of tech—where the playing field is crowded and change is rapid—cohesiveness is key.

Consistency in your messaging strategy can mean the difference between building lasting trust amongst your customers or giving up market share to competitors who may be telling a more compelling story. And because your branding, marketing, and PR efforts all live within the same system—intended to grow your market share from different angles—knowing how and when to lift each of those levers at the right moments can help set you apart from the rest.

Is your brand the backbone of your organization’s communications efforts? Let’s think it through together. We’d love to help.

(Video) What's The Differences Between Advertising and Public Relations? DIY Marketing TV

FAQs

What is difference between public relations and marketing and branding? ›

To keep it simple, marketing is focused on driving sales and doing so by promoting products, services, or ideas. Public relations (PR)) is more focused on the maintenance of a positive reputation of a company, brand, or person.

Is branding part of public relations? ›

The order of public relations and branding is a key difference between the two. Developing a brand must come before engaging in public relations, advertising, marketing or any other communications-related company activity.

What is the difference between branding and marketing? ›

What Is Branding? In a nutshell, branding is who you are—and marketing is how you build awareness. Branding is your strategy, while marketing encompasses your tactical goals. In order to determine who your brand is, you need to ask yourself several questions.

Is public relations the same as brand management? ›

Difference between Branding and PR

In a nutshell, public relations is about building and managing relationships, while branding is about creating identity and making a promise to your target audience and conveys the message you want your audience to feel and think of everytime they see your logo or hear a company name.

Which is better PR or marketing? ›

PR focuses more on maintaining relationships, while marketing works to actively promote the company or the brand. Choosing which communications career path best suits you could impact which courses you take during your education

education
Teacher education or teacher training refers to the policies, procedures, and provision designed to equip (prospective) teachers with the knowledge, attitudes, behaviors, approaches, methodologies and skills they require to perform their tasks effectively in the classroom, school, and wider community.
https://en.wikipedia.org › wiki › Teacher_education
, so it's important to know where you want to end up.

Does marketing or PR pay more? ›

Public relations managers and directors earn the most in this field. Corporations tend to pay more than marketing agencies.

What are the 4 types of public relations? ›

What are the different types of PR?
  • Strategic communications. Every action that is undertaken by a PR professional should fall under strategic communication. ...
  • Media relations. ...
  • Community relations. ...
  • Internal communications. ...
  • Crisis communications. ...
  • Public Affairs. ...
  • Online and social media communications.
31 Oct 2019

Does PR go under marketing? ›

While marketing is primarily focused on promoting your products and services to generate leads, PR is primarily focused on maintaining your company's public image by nurturing your relationship with the media and current clients.

What is the role of PR for branding? ›

Public relations are increasingly about communicating credibly with key audiences who affect business results, such as media analysts, policymakers and policy influencers, customers and shareholders. It is an important element in supporting the power and value of an organization's brands to all stakeholders.

What comes first branding or marketing? ›

In the grand scheme of building your business, branding always comes before marketing. And for good reason! You can't exactly market a brand you haven't designed yet. Before you even think about putting a marketing strategy in place, you need to focus on your branding.

What is brand marketing example? ›

Brand Marketing Example

The most prominent example, Nike, was established 55 years ago. Now Nike is known all over the world, and the company brings more than $35 billion in yearly revenue. Customers continue to choose Nike, despite having many other options, because of their superior brand marketing.

What are the 7 P's of marketing? ›

It's called the seven Ps of marketing and includes product, price, promotion, place, people, process, and physical evidence.

How do public relations and brand marketing work together? ›

PR and content marketing share the same goal: to create a strong brand message that resonates with target audiences. A good PR campaign can help increase awareness, reach new audiences, establish credibility, and encourage sales. A good content marketing strategy should touch on all these elements as well.

Is public relations Another term for marketing? ›

Answer: Public relations and marketing are related yet separate disciplines, and both are integral to the success of a company. Marketing is defined as the advertising strategies and content initiatives that promote a company's products or services to is consumers.

What is the relationship between public relations and marketing? ›

Marketing promotes the transfer of goods and services from the producer and provider to the consumer. Public relations helps an organization and its publics adapt mutually to each other. Marketing's immediate goal is sales.

Which field in PR is the highest paid? ›

Best Jobs For Communications Majors by Salary Potential
RankJob TitleMid-Career Pay
Rank:1Communications DirectorMid-Career Pay:$88,400
2Brand StrategistMid-Career Pay:$80,100
3Public Relations (PR) ManagerMid-Career Pay:$77,900
4Media SupervisorMid-Career Pay:$77,800
21 more rows

Is PR well paid? ›

Salaries have fallen in the past year but PR remains a well-paid career. Public relations is well-paid with lots of opportunity for progression for ambitious individuals. Data from the CIPR and the PRCA sets out average remuneration. It covers roles in agency and in-house and describes regional differences.

What type of PR makes the most money? ›

The industry that makes up the highest percentage of PR pros (22%) are in the religious, grant-making, civic and similar organizations. A close second, coming in at 21%, are professional, scientific and technical services.

Is PR stressful job? ›

PR professionals face some unique challenges with added pressures to a career already deemed as very stressful.

Is PR a stable career? ›

Yes, PR is a good career.

It's a perfect career choice for those who have good communication skills, as well as an analytical mind. Working in public relations (PR) can be an exciting, rewarding career that pays well and is always in demand. In fact, PR professionals are rated #3 in Best Creative and Media Jobs.

Is PR one of the most stressful jobs? ›

According to CareerCast's 2019 list of the most stressful jobs in America, PR executives are in the top 10. Stressors like deadlines and client expectations can feel overwhelming at times, and it can be especially difficult to unwind in today's always-on business world.

What are the 3 main roles of PR? ›

The functions of public relations managers and public relations agencies include: Anticipating, analysing, and interpreting the public opinion and attitudes of the public towards the brand and drafting strategies which use free or earned media to influence them.

What are the three A's of PR? ›

Find out below how you can apply each of the three As in your organization's social posts and updates.
  • 1) Appreciation.
  • 2) Advocacy.
  • 3) Appeals.
23 Jan 2014

What are the five basic PR? ›

Stay relevant.
  • Know your target audience.
  • Set realistic goals.
  • Develop a message.
  • Know your competition.
  • Stay relevant.

What is PR marketing example? ›

A public relations (PR) campaign is a broad marketing strategy aimed to forge an emotional connection between your product, service, or business and your target audience. PR campaigns can involve researching social media trends, naming opportunities, booking preferred spokespeople for interviews or media tours.

Is PR above the line marketing? ›

This advertising tries to reach out to the masses. Below the line (BTL): advertising that is designed to reach smaller, more targeted audiences. This involves communication methods such as direct mail, sponsorship, brochures, PR and email marketing.

What field does PR fall under? ›

Public relations is a broad field that involves creating, managing and distributing information from an organization to the wider public to inform them about that organization's activities in an attempt to develop a positive reputation.

What skills does a PR need? ›

Key skills for public relations officers
  • Excellent communication skills both orally and in writing.
  • Excellent interpersonal skills.
  • Good IT skills.
  • Presentation skills.
  • Initiative.
  • Ability to prioritise and plan effectively.
  • Awareness of different media agendas.
  • Creativity.

What skills should someone in PR have? ›

11 Skills you Need for a Career in Public Relations and Media
  • Honesty. In public relations, your reputation is key. ...
  • Knowledge and research. ...
  • Relationship-building skills. ...
  • Multi-tasking in a high pressure work environment. ...
  • Attention to detail. ...
  • Adapts to change. ...
  • Strategic thinking. ...
  • Social media savvy.
23 Apr 2018

What are the 4 stages of branding? ›

Determine your target audience. Position your product and business. Define your company's personality. Choose a logo and slogan.

What do you do in brand marketing? ›

Brand marketing is promoting a brand's products or services in a way that elevates the brand as a whole. It involves creating and maintaining brand-consumer relationships and marketing brand attributes—the traits that people think of when they picture a particular brand.

What is brand marketing job description? ›

Brand managers are responsible for developing brand strategies, promoting brand growth and expansion, implementing brand plans, and using a variety of data to drive volume and profitability. In their essence, brand managers are focused on achieving brand business objectives in the short and long term.

What is the best branding strategy? ›

9 success factors of any good brand strategy
  1. Target audience knowledge. ...
  2. Strong unique value proposition. ...
  3. Passion is observable. ...
  4. Out-of-the-box thinking. ...
  5. Consistency. ...
  6. The brand's objective comes first. ...
  7. Exceptional brand slogans (or taglines) ...
  8. The brand always provides value.
15 Aug 2017

What are the 5 C's of marketing? ›

The 5 C's stand for Company, Collaborators, Customers, Competitors, and Climate.

What are the 5 M's in marketing? ›

The five elements need to be considered as assets which the organisation has committed to its current marketing strategy and they include Manpower (Staffing), Materials (Production), Machinery (Equipment), Minutes (Time) and Money (Finances). The model itself can be used in a number of different ways.

What are the 4 C's of marketing management? ›

The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).

How do public relations and brand marketing work together? ›

PR and content marketing share the same goal: to create a strong brand message that resonates with target audiences. A good PR campaign can help increase awareness, reach new audiences, establish credibility, and encourage sales. A good content marketing strategy should touch on all these elements as well.

What is the role of PR for branding? ›

Public relations are increasingly about communicating credibly with key audiences who affect business results, such as media analysts, policymakers and policy influencers, customers and shareholders. It is an important element in supporting the power and value of an organization's brands to all stakeholders.

What is the relationship between public relations and marketing? ›

Marketing promotes the transfer of goods and services from the producer and provider to the consumer. Public relations helps an organization and its publics adapt mutually to each other. Marketing's immediate goal is sales.

Is PR a brand manager? ›

PR is also the process of managing your organization's brand and communications — especially in times of crisis.

What are the 4 P's of public relations? ›

Key Takeaways. The four Ps are the four essential factors involved in marketing a product or service to the public. The four Ps are product, price, place, and promotion. The concept of the four Ps has been around since the 1950s.

What are examples of public relations? ›

Public relations can be: proactive – for example, sharing positive news stories to raise your business profile. reactive – for example, responding to an event that can have a negative impact on your business's reputation.

Is PR a function of marketing? ›

PR is an integral part of marketing and should play a key role in brand strategy throughout a company's lifecycle. We're here to show you why PR is so essential in marketing. A brand is a symbol of a company: it embodies its vision, culture and first impression to the outside world.

What are the 3 main roles of PR? ›

The functions of public relations managers and public relations agencies include: Anticipating, analysing, and interpreting the public opinion and attitudes of the public towards the brand and drafting strategies which use free or earned media to influence them.

What skills does a PR need? ›

Key skills for public relations officers
  • Excellent communication skills both orally and in writing.
  • Excellent interpersonal skills.
  • Good IT skills.
  • Presentation skills.
  • Initiative.
  • Ability to prioritise and plan effectively.
  • Awareness of different media agendas.
  • Creativity.

What skills should someone in PR have? ›

11 Skills you Need for a Career in Public Relations and Media
  • Honesty. In public relations, your reputation is key. ...
  • Knowledge and research. ...
  • Relationship-building skills. ...
  • Multi-tasking in a high pressure work environment. ...
  • Attention to detail. ...
  • Adapts to change. ...
  • Strategic thinking. ...
  • Social media savvy.
23 Apr 2018

What comes first marketing or PR? ›

In contrast, marketing is about promotion. It's a natural step after PR to effectively deliver your products or services to the people who have heard about you through your PR efforts. It stays consistent with the brand image you've established and entices customers to buy.

What is the main difference between public relations and other forms of marketing? ›

The main difference between the two terms is that marketing focuses on selling products, while PR focuses on maintaining the company's positive reputation.

Is PR a marketing channel? ›

What can public relations (PR) offer for your startup? In a nutshell, PR tactics focus on spurring people to talk about your product or company—they can help you raise awareness and drive virality about your product or service.

Who does PR for Gucci? ›

Margo Schneier - Public Relations Director - Gucci | LinkedIn.

How much do PR managers make? ›

Summary
Quick Facts: Public Relations and Fundraising Managers
2021 Median Pay$119,860 per year $57.62 per hour
Typical Entry-Level EducationBachelor's degree
Work Experience in a Related Occupation5 years or more
On-the-job TrainingNone
3 more rows
8 Sept 2022

Is PR a part of digital marketing? ›

Digital marketing and PR (Public relations) are integrated processes, but we cannot mistake the two as the same. Often people tend to confuse the key roles of these two elements, but they're vastly different. The scope of digital marketing revolves around identifying target audiences for a business.

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