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.
𝗔 𝗺𝗲𝗺𝗼𝗿𝗮𝗯𝗹𝗲 𝗹𝗼𝗴𝗼 𝗶𝘀 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁.
𝗔 𝗯𝗶𝗴 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗺𝗲𝗱𝗶𝗮 𝗯𝘂𝗱𝗴𝗲𝘁 𝗰𝗮𝗻 𝗵𝗲𝗹𝗽.
𝗕𝘂𝘁 𝘁𝗵𝗲 𝗿𝗲𝗮𝗰𝘁𝗶𝗼𝗻 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗴𝗶𝘃𝗲𝘀 𝘄𝗵𝗲𝗻 𝘁𝗵𝗲𝘆 𝘁𝗼𝘂𝗰𝗵 𝘆𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗶𝘀 𝗮𝗹𝗹 𝘁𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀.
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).
𝗚𝗲𝘁𝘁𝗶𝗻𝗴 𝘁𝗼 𝗮 𝗽𝗼𝗶𝗻𝘁 𝘄𝗵𝗲𝗿𝗲 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗰𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝘁𝗹𝘆 𝗱𝗶𝘀𝗰𝘂𝘀𝘀, 𝘀𝗵𝗮𝗿𝗲 𝗮𝗻𝗱 𝗲𝘅𝗲𝗰𝘂𝘁𝗲 𝗲𝗶𝘁𝗵𝗲𝗿 𝗼𝗳 𝘁𝗵𝗲𝘀𝗲 𝟯 𝘁𝗮𝗸𝗲𝘀 𝘁𝗶𝗺𝗲 𝗮𝗻𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲.
So let’s break them down…
BRAND IDENTITY…
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.
BRANDING…
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 BRAND…
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.
