what is it and how does it impact branding? – WAU

To be remembered positively by customers is the wish of any company, regardless of its size and its segment. And for that, marketing positioning plays an essential role – but it is often not so clear. Confusion between marketing, branding and marketing positioning is recurrent. Such conceptual challenges, however […]

To be remembered positively by customers is the wish of any company, regardless of its size and its segment. And for that, marketing positioning plays an essential role – but it is often not so clear.

Confusion between marketing, branding and marketing positioning is recurrent. Such conceptual challenges, no matter how irrelevant in view of the practical reality of the business, must be faced by the manager who wants a good positioning for the brand.

In order to help entrepreneurs in business management, we identified these concepts and showed the impact of each of them on the brand. Follow:

What is marketing positioning?

The marketing positioning consists of the strategies and actions adopted by the company with the objective of making the disclosures of the products or services with which it operates.

Although a marketing solution may aim to position the brand on the internet, for example, the practices are geared towards sales, impacting the consumer.

Marketing positioning is related to the 4 Ps of marketing:

  • Price;
  • Square;
  • Product;
  • and Promotion.

It refers to the company’s efforts to meet a customer’s consumption need.

In order to understand how the marketing positioning will affect the marketing performance of the business, it is necessary to make an essential differentiation between marketing and branding.

What is the difference between marketing and branding?

Both marketing and branding are fundamental to the strategic development of the business, but they consist of different areas within an organization.


O marketing is responsible for increasing sales through strategies that impact the customer, attracting new consumers, for example. This is done through product creation, research on the segment and competition, development of campaigns and promotions, etc.

Thus, it can be understood that marketing, even though it is part of the company’s strategy, is linked to the tactical level of the internal organization chart. It consists of practical actions with the objective of generating specific sales results.


Branding, in turn, represents a level of strategic factor in the organization of the business. It is not only aimed at consumers, but includes partners, directors, employees, partners, suppliers, consumers and society as a whole.

Branding consists of how the brand will be perceived in the market, being directly related to the brand reputation. Among the duties of the area, for example, are:

  • brand management;
  • market knowledge through research;
  • public relations;
  • and visual identity.

These elements allow to identify the branding as the brand attributes perceived by the public and not necessarily only those who are consumers and potential customers of the company, as is the case with marketing.

One way to differentiate marketing and branding in practice is to think about the responsibilities assigned to each area.

While in marketing it is common to remember Inbound Marketing, SEO, sponsored links, email marketing etc., when thinking about branding it is necessary to keep in mind the company’s mission, vision and values, organizational culture and others.

How does marketing positioning impact branding?

Once marketing and branding are differentiated, it is necessary to understand how they apply to the day to day business.

It is common to think that these categories only make sense when working in large companies. However, small and medium-sized companies must also appropriate this knowledge, benefiting from the advantages provided.

Marketing positioning, for example, allows the company to become more recognized among potential customers you have, improving metrics like campaigns and online positioning, reduced churn rate and others.

This is possible through integrated marketing solutions that reflect the values ​​that the company values ​​when relating to the customer, for example.

If a company claims to value a service 2.0 with the customer in the branding of the brand – but, when applying these values ​​in the marketing strategy, it fluctuates and makes the options for the customer more difficult – the marketing position will affect the perception of the brand in a negative way.

But it is also possible to positively impact the public through a marketing position consistent with the values ​​presented by the company in other business structures.

What is the relationship between branding and marketing positioning?

For the company to have a marketing position aligned with the branding, it is necessary to start planning by the fundamentals of the business. Branding is what the brand is, and marketing is how it communicates to the target audience.

Check out some elements of branding that are also associated with marketing positioning:

  • initially, it is necessary to define the business objective. In this case, instead of a goal to “sell more”, it is necessary to think more deeply about the brand, thinking about the “why” of the company being what it is;
  • then it is necessary to establish what will be the brand personality through which language it will relate to both customers and others involved in the business. This language should be used internally and in marketing;
  • define company values. In order to be able to communicate to others about the fundamentals of the organization, they must be very clear in the strategic planning of the business;
  • establish which organizational culture will be adopted in the company. More and more companies value the employee’s flexibility and creativity (such as the Pixar), for example. But there are other forms of management, and it must be aligned with the fundamentals previously stipulated by the company;
  • finally, it is time to communicate to the public about all these values, objectives and guidelines of the company, and the quality of this communication will be decisive in how these elements will be perceived by the public.

After extensive internal work to define and put the company’s values ​​into practice, it will be through marketing and other communication strategies that this whole set of perceptions will be presented to the public.

Just as the company’s marketing position arises through the corporate definitions stipulated in the branding, it will be through marketing that the brand reputation will be consolidated, positively impacting the business or not and being decisive in sales and customer loyalty.

In the case of small companies, branding works with the same objective, positively impacting the public and those involved in the company’s processes, even though this represents a smaller number of individuals.

Do you want to improve your brand management by building a more assertive branding for your size and your segment? Then read the post “Branding: how to do incredible brand management”And learn more!