Brand vs.Branding vs.Brand Identity

To create a powerful and effective Brand, you need to have a story that connects in your audience in an emotive way.

๐—” ๐—บ๐—ฒ๐—บ๐—ผ๐—ฟ๐—ฎ๐—ฏ๐—น๐—ฒ ๐—น๐—ผ๐—ด๐—ผ ๐—ถ๐˜€ ๐—ถ๐—บ๐—ฝ๐—ผ๐—ฟ๐˜๐—ฎ๐—ป๐˜.
๐—” ๐—ฏ๐—ถ๐—ด ๐—ฐ๐—ฟ๐—ฒ๐—ฎ๐˜๐—ถ๐˜ƒ๐—ฒ ๐—บ๐—ฒ๐—ฑ๐—ถ๐—ฎ ๐—ฏ๐˜‚๐—ฑ๐—ด๐—ฒ๐˜ ๐—ฐ๐—ฎ๐—ป ๐—ต๐—ฒ๐—น๐—ฝ.
๐—•๐˜‚๐˜ ๐˜๐—ต๐—ฒ ๐—ฟ๐—ฒ๐—ฎ๐—ฐ๐˜๐—ถ๐—ผ๐—ป ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฎ๐˜‚๐—ฑ๐—ถ๐—ฒ๐—ป๐—ฐ๐—ฒ ๐—ด๐—ถ๐˜ƒ๐—ฒ๐˜€ ๐˜„๐—ต๐—ฒ๐—ป ๐˜๐—ต๐—ฒ๐˜† ๐˜๐—ผ๐˜‚๐—ฐ๐—ต ๐˜†๐—ผ๐˜‚๐—ฟ ๐—•๐—ฟ๐—ฎ๐—ป๐—ฑ ๐—ถ๐˜€ ๐—ฎ๐—น๐—น ๐˜๐—ต๐—ฎ๐˜ ๐—บ๐—ฎ๐˜๐˜๐—ฒ๐—ฟ๐˜€.

Marketing is what gets people to you, your Brand is the reaction people have when they get there.

You can prime people to take the action you want by signalling in your Brand Marketing what your Brand is all about (your Brand Identity).

๐—š๐—ฒ๐˜๐˜๐—ถ๐—ป๐—ด ๐˜๐—ผ ๐—ฎ ๐—ฝ๐—ผ๐—ถ๐—ป๐˜ ๐˜„๐—ต๐—ฒ๐—ฟ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฎ๐—ป ๐—ฐ๐—ผ๐—ป๐—ณ๐—ถ๐—ฑ๐—ฒ๐—ป๐˜๐—น๐˜† ๐—ฑ๐—ถ๐˜€๐—ฐ๐˜‚๐˜€๐˜€, ๐˜€๐—ต๐—ฎ๐—ฟ๐—ฒ ๐—ฎ๐—ป๐—ฑ ๐—ฒ๐˜…๐—ฒ๐—ฐ๐˜‚๐˜๐—ฒ ๐—ฒ๐—ถ๐˜๐—ต๐—ฒ๐—ฟ ๐—ผ๐—ณ ๐˜๐—ต๐—ฒ๐˜€๐—ฒ ๐Ÿฏ ๐˜๐—ฎ๐—ธ๐—ฒ๐˜€ ๐˜๐—ถ๐—บ๐—ฒ ๐—ฎ๐—ป๐—ฑ ๐—ฒ๐˜…๐—ฝ๐—ฒ๐—ฟ๐—ถ๐—ฒ๐—ป๐—ฐ๐—ฒ.

So letโ€™s break them downโ€ฆ

BRAND IDENTITYโ€ฆ

This is probably what most people assume when they (think) they are talking about Brand.

It is the way you or your business shows up in tangible examples in everyday life executions, in traditional mediums and formats. This is your BRAND EXPRESSION.

This for example would include you brand logo, your tone of voice, the colours you use, perhaps even the font types and most definitely the messaging you use.

BRANDINGโ€ฆ

This is a verb, it is what Brand Marketers do with their organisations Brand Identity. This is about the way you leverage your brand toolkit to be able to tell your story in exciting and interesting ways. This is a process. It is your BRAND STRATEGY.

This could include targeted audience marketing, brand positioning ideas, creative executions and other brand touch points that amplify your voice.

YOUR BRANDโ€ฆ

By far and away the most important of the 3.

This is how people actually feel about you or your organisation. Your relationships with your consumers or your audience. It is your BRAND REPUTATION.

If your offering was the same price, delivered all the same benefits and as easily accessible as you competitors; would your audience still pick you?

Ultimately your BRAND is what we talk about most, but is a direct result of your Branding, the response to your Brand Identity.

It can make or break your business idea.

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