The two sides of crafting perception while keeping it real
Marketing is the best version of yourself. Communications is the real you. Both matter, says Martin Fullard, Marketing & Communications Director at Identity
It’s easy to lump marketing and communications into the same category. After all, both are about how a brand presents itself to the world. But while they may be intrinsically linked, they serve distinct roles in shaping perception and driving engagement. Think of it this way: marketing is curated, polished, and aspirational; it’s the best version of you. Communications, on the other hand, is authentic, transparent, and sometimes even flawed; but it’s human. And if you get either one wrong, the whole structure collapses.
The art of perception vs. the reality of experience
Marketing is about crafting an image. It’s the sleek website, the engaging campaign, the polished storytelling that paints your brand in the best possible light. It’s strategic, designed to capture attention and create demand. Marketing is what draws people in, making them want to engage with your brand, product, or service.
Communications, however, is what keeps them there. It’s the reality behind the marketing. It’s how you respond when things don’t go to plan, how you handle criticism, and how you engage with your audience in an honest and meaningful way. Communications ensures that the expectations set by marketing are met or, ideally, exceeded. Done well, it builds trust and credibility. Done badly, it can unravel even the most well-thought-out marketing strategy.
Who leads? It depends. But you need both
The question of whether marketing or communications should lead is one that often sparks debate. The truth is, it depends on the context. In a product launch, marketing might take the driver’s seat, with comms ensuring consistency across internal and external narratives. In a crisis, communications is front and centre, with marketing taking a backseat to maintain brand integrity.
However, one thing is certain: you can’t have one without the other. Marketing without strong communications is just empty promises. Communications without marketing lacks direction and impact. When they work together, the result is a brand that not only attracts attention but also builds lasting relationships.
The human factor
At the heart of this balance is something fundamentally important: humanity. Marketing gives you the glossy, aspirational version, but comms keeps you real. And in an age where audiences value authenticity more than ever, brands that successfully integrate both stand out.
Marketing gets you noticed. Communications makes you remembered. Success lies in knowing when to amplify the message and when to engage in meaningful conversation. Because in the end, perception and reality must align, or risk being called out by an audience that expects nothing less than the truth.
