Branding is about the promise of a distinct, memorable experience. It’s about creating an expectation and delivering it consistently every time anyone comes into contact with your brand. Whether it’s the way you answer the phone, how your website functions, your customer service process, how your office looks or how your product/service performs. It’s how you make your customers feel about themselves and their decisions when they are interacting with your brand. It’s why you shop at store A vs. store B even if the price or product might not be that different.
Branding is strategic. Branding should both precede and underlie any marketing effort. Branding is not a 'push' but 'pull' tactic. It's the expression of the essential truth or value of an organisation product or service. It is communication of characteristics values and attributes that clarify what the particular brand is and is not. A brand will help encourage someone to buy a product and it directly supports whatever sales or marketing activities are in play. Marketing may contribute to a brand but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing campaign ends.
Marketing is tactical. It’s actively promoting a product or service, pushing or driving a towards a specific result.