Marketing, Branding & Communications: What’s the Difference and Why It Matters
- Karissa Uko
- Apr 17
- 7 min read
Updated: Apr 22
Terms like marketing, branding, and communications are often tossed around interchangeably. Yet, each plays a unique role in building a successful business—whether you’re a small family-owned business, a tech startup, a nonprofit driving social change, or a Fortune 500 giant. Understanding their differences and how they work together to build legacy brands and household names in a world that’s loud and crowded.
Let’s unpack the difference between marketing, branding and communications with real-world examples and some behavioral psychology. You'll also get practical, data-informed strategies to make them work for you and your audience.
We’ll spotlight these case studies:
🌸 poppi
Branding: Your identity, Your Connection
Branding isn’t a logo or a catchy tagline—it’s your whole essence. It’s the answer to “Who are you, and why should we care?” A strong brand doesn’t just speak—it sings your truth. For us, it’s about rooting our work in authenticity, community, creativity and purpose.
Branding defines the identity, values, and emotional connection a company creates with its audience.
Did you know 71% of consumers trust brands that align with their values? Because trust brings brand loyalty. (Edelman Trust Barometer, 2023).
Effective branding also drives revenue—companies with strong brands see 23% higher revenue growth than competitors with weaker branding (Interbrand, 2023).
When done right, branding makes people feel something before they even engage with the product or service.
Case Study: Goode Foods – A Legacy of Trust
Goode Foods, a Black family-owned canned goods brand, nails branding by rooting every detail in legacy. Their vibrant packaging evokes shared cultural memories, building trust before the product is even tasted. Messaging centered on quality ingredients and community care reflects pride and intention, positioning Goode Foods as more than a grocery item—it’s a commitment to nourishment and heritage.
For customers, choosing Goode Foods feels like supporting a shared story, showing how branding builds deep, lasting connections.
Key Takeaways on Branding:
Identity & Emotion: Define your essence and evoke feelings that stick.
Differentiation: Highlight what sets you apart in a saturated market.
Trust & Loyalty: Consistency across your website, packaging, and socials builds credibility. Your branding should also be reflected in the way your team communicates and interacts with your audience/customer. (Think Chick-Fil-A’s “my pleasure.”)
Authenticity: Root your brand in truth to connect with diverse audiences.
Marketing: Reaching the Right People at the Right moment
Marketing is how a brand reaches and engages its audience. It’s about strategic delivery—through digital campaigns, community events, or partnerships—that meets people where they are.
61% of marketers struggle with generating traffic and leads, emphasizing the need for precision (HubSpot State of Marketing, 2024).
Additionally, businesses investing in SEO see 14.6% conversion rates compared to 1.7% for traditional ads, highlighting digital marketing’s power (Search Engine Journal, 2024).
Case Study: poppi – Wellness That Pops
poppi’s gut-healthy soda brand thrives by marketing directly to a youthful, digitally-savvy, and wellness-focused crowd. They dominate Instagram and TikTok with bold visuals and partner with influencers who share their vibe, turning soda into a lifestyle choice.
by targeting a digitally-savvy, wellness-conscious audience. They dominate Instagram and TikTok with bold visuals and influencer partnerships, turning soda into a lifestyle choice.
Campaigns like “Soda’s Back” generate buzz, while SEO-optimized blogs on “gut health benefits” rank in Google’s top 10 for related terms (SEMrush, 2024).
poppi’s strategy shows how marketing can elevate a niche product into a cultural disruptor, driving visibility and engagement. Enough to gain Pepsi's attention and secure a billion dollar acquisition,.
Case Study: Eat Learn Play Foundation – Nonprofit Impact That Empowers
The Eat Learn Play Foundation, founded by Stephen and Ayesha Curry, uplifts Oakland’s youth with programs focused on childhood nutrition, education, and play.
Their marketing leverages storytelling—social posts showcase thriving kids, resonating emotionally. They optimize for keywords like “youth empowerment nonprofits,” boosting search visibility, and host community events that draw partners, donors and volunteers.
This blend of digital strategy and real-world presence builds a cause that’s both accessible and inspiring, proving marketing’s role in amplifying mission-driven work.
Marketing Strategies That Work:
Content Marketing: Deliver value through blogs, videos, or posts—like “5 Ways to Support Black-Founded Nonprofits” or “How to Source Manufacturers for Your Product-Based Business”
Experiential Marketing – Host events, activations, pop-ups, and virtual experiences to make your brand tangible and memorable.
Advertising – Paid campaigns, influencer collaborations, and digital ads. Reach your people with messages that feel personal.
SEO & Organic Search – Target keywords like “environmental nonprofit in Flint, MI” or “Black-owned candle” to boost visibility.
Make sure your brand shows up where customers are searching because 75% of users don’t scroll past Google’s first page (Search Engine Journal, 2024).
Marketing is all about getting attention, but if the branding isn’t strong, the excitement won’t last. People may come for a flashy campaign, but they stay for what they value about your brand whether it’s convenience, quality, meaning, etc.
Communications: BUILDING TRUST & Relationships
Communications is your group chat with the world. It’s how you engage customers, media, and communities to nurture trust and protect your reputation. From sharing your mission to addressing challenges, it keeps relationships strong long after marketing’s initial pull.
A 2023 Sprout Social study found 70% of consumers feel more connected to brands with active social media engagement.
Additionally, 64% say transparency during crises strengthens loyalty (Salesforce State of the Connected Customer, 2023).
Case Study: The Russell Westbrook Why Not? Foundation – Holistic Community Support
The Russell Westbrook Why Not? Foundation empowers underserved youth through education and sports. His wife Nina Westbrook, LMFT is also a face of the nonprofit as an advisor and contributes to the organization's wellness programming. Their communications strategy excels with video stories of young dreamers on YouTube and X, paired with media features in outlets like ESPN.
They actively communicate around their initiatives, events and impact. This approach doesn’t just share their mission—it invites action, building credibility and emotional ties.
Case Study: Ben & Jerry’s – Purpose in Every Scoop
Ben & Jerry’s, a Fortune 500 brand, uses communications to amplify their social justice commitment. Their “Pecan Resist” flavor launch sparked dialogue, backed by press releases and X posts that deepened their message. When facing supply chain critiques, they respond clearly, maintaining trust. Internally, they align staff with their ethos, ensuring every interaction reflects purpose. This shows communications as a tool for advocacy and resilience.
That’s communications: clear, intentional, and enduring. Remember, while brand strategies change, brand values (typically) don’t. So be consistent with your story and the values your brand are rooted in.
How Communications Strengthens Your Brand:
Public Relations: Secure media coverage to shape your narrative.
Crisis Management: Respond with honesty to preserve trust.
Engagement: Reply to inquiries and social posts to show you’re listening and present.
Internal Alignment: Equip your team to embody your values consistently.
A strong communications strategy ensures that once marketing attracts attention, engagement and trust keep people invested.
How They Work Together: A Unified Strategy
Branding, marketing, and comms are a group project! Branding sets your foundation, marketing spreads your message, and communications sustains your relationships. Together, they create a presence that’s cohesive and powerful.
Organizations with integrated brand strategies see 20% higher customer retention rates than those with segmented approaches (McKinsey & Company, 2024).
Example: Unrivaled Basketball – The Perfect Balance of Branding, Marketing & Communications
Co-founded by WNBA stars Napheesa Collier and Breanna Stewart Unrivaled Basketball is rewriting hoops culture. This new 3v3 women's basketball league iis a prime example of how these elements work together:
Branding – They position themselves as a modernized, player-first league redefining basketball culture.
Marketing – Hype-building social media content, athlete endorsements, and digital campaigns drive visibility, reaching millions.
Communications – Strategic media partnerships, PR and community outreach scream authenticity.
This unified approach makes them a standout, proving the power and success that comes from an integrated strategy.
Why Branding, Marketing, and Communications Matter
For nonprofits, community-driven organizations, and brands reaching multicultural audiences, mastering branding, marketing, and communications is the key to creating impact that resonates and endures.
Nonprofits & Social Impact: A clear brand builds trust with supporters, marketing attracts donors and volunteers, and communications foster ongoing engagement, turning one-time contributions into lifelong commitment.
Community-Driven Brands: Authentic branding creates real connections, marketing amplifies your reach, and open communications build loyalty that grows stronger over time.
Multicultural Audiences: Branding that reflects cultural depth resonates instantly, marketing tailored to real experiences ensures visibility, and communications that spark dialogue cultivate meaningful relationships.
Large-Scale Organizations: Branding defines a sustainable vision, marketing drives growth across markets, and communications protect reputation—embedding purpose at every step.
Which Should You Prioritize?
You don’t choose one—you integrate all three.
A brand without marketing is invisible. marketing without branding lacks substance, and communications without strategy falls flat. An integrated approach ensures your story, brand, and impact align seamlessly.
Action Steps to Strengthen Each Area:
Branding: Define your mission and values clearly. Ensure every touchpoint—website, socials, emails—tells a cohesive story.
Marketing: Know your audience inside and out—understand their needs, values, and where they spend their time. Craft messages that speak directly to them, whether through a heartfelt story or a bold call to action. Optimize for SEO with targeted keywords.
Experiment with platforms like X, Instagram, or LinkedIn to find what resonates, using data to guide your choices without losing sight of the human connection. Marketing is part science, part heart—blend analytics with empathy to turn clicks into action and relationships that last.
Communications: Build relationships through active engagement, strategic PR, and transparent reputation management. Engage like you mean it—because you do.
Final Thoughts
Your story deserves to be heard, your brand to be remembered, and your impact to be felt. That takes branding, marketing, and communications working as one. Branding defines who you are with clarity and depth. Marketing carries your message to the people who need it. Communications builds trust that turns interest into commitment. Together, they don’t just grow your brand—they make it matter.
Not sure where to start? Our free audit checklist offers a clear way to self-assess your strategy and uncover potential gaps.
We believe real transformation happens with collaboration. So, if you need a trusted partner, we love helping clients like you get their branding, marketing, and communications right with an integrated strategy!
Ready to turn your vision into action? Let’s connect!
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