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 ๐บ๐ฒ๐บ๐ผ๐ฟ๐ฎ๐ฏ๐น๐ฒ ๐น๐ผ๐ด๐ผ ๐ถ๐ ๐ถ๐บ๐ฝ๐ผ๐ฟ๐๐ฎ๐ป๐.
๐ ๐ฏ๐ถ๐ด ๐ฐ๐ฟ๐ฒ๐ฎ๐๐ถ๐๐ฒ ๐บ๐ฒ๐ฑ๐ถ๐ฎ ๐ฏ๐๐ฑ๐ด๐ฒ๐ ๐ฐ๐ฎ๐ป ๐ต๐ฒ๐น๐ฝ.
๐๐๐ ๐๐ต๐ฒ ๐ฟ๐ฒ๐ฎ๐ฐ๐๐ถ๐ผ๐ป ๐๐ผ๐๐ฟ ๐ฎ๐๐ฑ๐ถ๐ฒ๐ป๐ฐ๐ฒ ๐ด๐ถ๐๐ฒ๐ ๐๐ต๐ฒ๐ป ๐๐ต๐ฒ๐ ๐๐ผ๐๐ฐ๐ต ๐๐ผ๐๐ฟ ๐๐ฟ๐ฎ๐ป๐ฑ ๐ถ๐ ๐ฎ๐น๐น ๐๐ต๐ฎ๐ ๐บ๐ฎ๐๐๐ฒ๐ฟ๐.
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).
๐๐ฒ๐๐๐ถ๐ป๐ด ๐๐ผ ๐ฎ ๐ฝ๐ผ๐ถ๐ป๐ ๐๐ต๐ฒ๐ฟ๐ฒ ๐๐ผ๐ ๐ฐ๐ฎ๐ป ๐ฐ๐ผ๐ป๐ณ๐ถ๐ฑ๐ฒ๐ป๐๐น๐ ๐ฑ๐ถ๐๐ฐ๐๐๐, ๐๐ต๐ฎ๐ฟ๐ฒ ๐ฎ๐ป๐ฑ ๐ฒ๐
๐ฒ๐ฐ๐๐๐ฒ ๐ฒ๐ถ๐๐ต๐ฒ๐ฟ ๐ผ๐ณ ๐๐ต๐ฒ๐๐ฒ ๐ฏ ๐๐ฎ๐ธ๐ฒ๐ ๐๐ถ๐บ๐ฒ ๐ฎ๐ป๐ฑ ๐ฒ๐
๐ฝ๐ฒ๐ฟ๐ถ๐ฒ๐ป๐ฐ๐ฒ.
So letโs break them downโฆ
BRAND IDENTITYโฆ
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.
BRANDINGโฆ
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 BRANDโฆ
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.
