You can do marketing without caring much about branding.
It could work, it might not. But you shouldn’t let it happen by chance. You would want to have as much control over your marketing efforts & how it affect your business.
But how can branding affect your marketing & why does it matter?
Branding is an amplifier. It helps multiply your marketing efforts & the outcomes of it. When you have strong branding, your marketing becomes easier & more effective.
Because your brand is build through the perception of the people who experienced your brand.
Your customers are the ones building your brand, you can only influence it, one experience & perception at a time.
And because that’s the case, how they perceive your brand will affect a lot of the things that you tell them, meaning your marketing.
If they perceive your brand to be trustful, professional & high quality, then when you market something new to them, it’ll be so much easier for them to make a decision.
Because they already have a positive impression & perception of the brand it will be much easier to influence or shape their next decision making process.
Simply said, when your branding is good, people trust you more. When people trust you more, the easier it is for them to buy from you.