The terms brand, branding and brand identity are used often in business, however, not everyone understands the difference. So what isbrand, branding and brand identity? And it is not all the same, but they all work together to support your business.
You might have heard that a brand is NOT a logo, as when most people hear the word "brand" they think of a logo or a website.A brand is so much bigger than a single logo or a website!
A brand is the meaning consumers associate with your product/service, this perception is defined by the consumer and your brand is whatever your customer says it is.
A brand is intangible, it is an emotional connection, it is what builds consumers' relationships and created customer loyalty.
Think of android vs apple, the people who have one of these devices usually are proud owners of that specific device and they are against the other brand. Think of some brands that you love and why do you love them
A brand is what your audience feel when they think of your brand but you can guide consumer perception of your brand through brand elements such as logo, colour palette, brand elements, website copy, etc.
When you have a successful brand image this will allow you to stand out for being you, this means your customers would purchase your products even if it is more expensive than the competitors and that is what a brand creates.
You may interested in learning more about what is brand strategy and why you need it
Branding is the strategic action that influences how others perceive your brand. Branding is a marketing tool such as when you launch your website, that's branding, when you post on social media, that's branding or just communicate with clients, that's branding!
Branding is what your brand represents such as brand personality, vision, mission, etc. This is what allows your business to standout from the competition.
Without branding, you will be competing on price, however,when a brand communicates clearly with its audience about its promise and delivers, over time this consumer will become loyal. When a consumer is loyal they will purchase products/services even if it's more expensive than the competition.
Branding allows you to showcase why a consumer should do business with you over the competition, it showcases your unique selling point through your promises, personality, values, design, copywriting, etc. This is what makes you stand out from the competition.
Branding builds brand awareness and recognition through the use of visual identity, verbal identity and other touchpoints between your business and the consumer.
A brand identity is a way your brand presents itself using visual and verbal elements, this is what allows others to recognise your business between another. All of the elements of a brand identity shape and influence the audience's perception of your brand.
Visual identity is featuring the brand personality, brand values, USP, etc.
Some of the visual identity elements included in a brand identity are:
· Logo design and logo variations
· Typography
· Colour palette
· Patterns & illustrations
· Photography
· Etc
All of these elements create the visual identity. However, a brand identity is much more than a pretty logo or colours it is what differentiates you from your competition it is what allows your business to stand out.
Verbal identity covers the brand personality, brand values,USP, etc, however, it covers it in a verbal way using words. It is all about how a brand speaks.
Some of the verbal identity elements are:
· Brand voice
· Tone
· Consumer messaging
· Headlines
· Taglines
· etc
Bringing visual and verbal identity together creates a strong brand. However, if you have a weak visual and verbal identity this can confuse your audience, therefore, pushing your audience away.
Need help with your brand? Let's chat now!
Thanks for reading!
Kami x
