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Brand, Branding & Brand Identity – What’s the Difference?


madmindstudios - October 1, 2021 - 0 comments

Many people often use the terms: brand, branding, and brand identity interchangeably, but the fact is that these do not mean the same thing. All three terms are used pretty loosely these days, making it difficult for people to understand the true meaning of each. Whether you are a business owner, marketing professional, or someone who just wants to get down to knowing the difference, it is imperative that you understand the distinct meanings of the three terms, as they matter much as much as the other.

What is a Brand?

A brand is essentially the intangible assets of a company. Whether you have a product or service, your brand creates an emotional relationship between your customers and your company. Think about it–do you ever have a gut feeling about a company that you just discovered? Or perhaps you already know of it and there is a feeling associated with that company. Think of a brand as a relationship.

Because there is so much competition out there, companies must figure out creative ways to connect with their customers, which result in lifelong relationships. Companies strive to get their customers to believe in the company, product, or service just as much as they do. They want their customers to trust and support them, so they build their brand by establishing a relationship and promise to customers.

In essence, a brand is how customers perceive your company and is something that is vital to creating a successful company.

What is Branding?

Branding is a process that involves creating a one-of-a-kind name and image for your service or product while keeping the consumer in mind. The process involves several factors, including positioning your product or service in the market; planning a brand strategy; creating your name; designing your identity; establishing your brand’s messaging; and setting your standards as a brand. All of these factors are key to establishing your company and there are many different approaches of branding, such as:

  • Co-branding: Partnering with another brand to get more reach.
  • Digital branding: Through social media, web, search engine optimization (SEO), etc.
  • Personal branding: How an individual establishes their own reputation.
  • Cause branding: Positioning your brand with a charitable cause or for another cause.
  • Nation branding: Aiming to attract tourists and businesses.

Overall, branding involves both tangible and intangible factors, as there are many different elements involved.

What is Brand Identity?

Remember earlier when we mentioned that a brand is how customers perceive your company, service, or product? Well, when it comes to brand identity, think of it as how you can influence that perception. Brand identity is more tangible, as it is what you can see, touch, hold, and hear. Your brand identity is everything you can possibly see. This includes your logo, color palette, typography, packaging, website, social media graphics, and much more. There are so many elements that make up your brand identity and it is absolutely necessary to stay consistent to maintain a cohesive brand identity.

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