Advertising is an interruption.
Branding is an invitation.
Advertising gets in the way of what you were otherwise listening to, watching, or reading, and attempts to convince you to buy something.
Branding, on the other hand, invites you to satisfy your soul through a product or service. Branding solves a problem for you. Branding speaks to your heart, knowing that the buying decision is made there… and not in your brain.
You generally avoid advertising.
You often share branding.
The advertiser wants to tell you about themselves. They want to tell you when they are open, where they are located, how helpful their service people are, and how great their prices are. They don’t care about you, as long as you are willing to listen to stories about them.
The brander wants to talk about you. They want to reflect your world with their product as a part of it. They want you to use their product to make your world better.
When branding is done properly, your customers (fans) don’t avoid it. They embrace it.
Watch this 90 second Apple branding piece.
It doesn’t tell you where to buy a Macbook Air. It doesn’t brag about the processor speed, memory size, or screen resolution. It doesn’t mention the price or the discount or the warranty.
In fact, it tells you absolutely nothing practical about the product.
Instead, it makes your heart sing.
It shows you how your world will be better if you buy it.
Yet most small businesses think that branding like this is beyond them. They think branding is for Apple and Nike and Ford and McDonalds.
Nothing could be further from the truth.
Branding versus advertising is a choice that you as a business owner make.
Your 30-second commercial on your local radio station can create the same kind of magic, creating a powerful and lasting bond between your company and your customers.
Or you can tell people all about you and hope for the best.