Branding Vs. Brand Identity - What is the difference?

There’s a lot of misconceptions and the terms brand/branding, logo, brand identity are falsely put in the same basket like they were synonymous. It’s true that they all work together, but at its core they are different. You might see that some people try to be philosophical about all those terms and may seem like they are harder to understand than they actually are.

To have a solid business, you need to have strong, consistent and thoughtful brand/branding and brand identity, not just a logo design. This is absolutely must-have knowledge for every blogger, creative entrepreneur or small business owner. A lot of business owners neglect their branding and underestimate the power of it. I can’t remember how many times I heard the question “do I really need a branding? Isn’t just a logo enough?” or “can’t I just brand myself later?”

I’m absolutely passionate about branding and I could go on and on about it and realized that I haven’t really shared enough about branding on my blog, so I’m super excited to discuss all those things with you! Today, you’ll learn what is branding, what is a brand identity and what is a difference between brand (or branding), brand identity and logo design. Let’s dive in, shall we?

WHAT IS BRANDING/BRAND?

If you’d ask me to explain branding (or brand) in one word, I’d say Branding is an experience. Branding consists of your company’s mission, core values, visions, business voice, so it’s like a huge plan of your customer experience. It’s the way you make your target audience feel, what they imagine in their minds when they think of your business, it’s a psychological relationship with business and the customer.

The brand is an inherent part of your business – your business personality (if you’re a solopreneur it might be your personality), the style (both tangible and intangible, for example, the way you speak/write) and it’s the promise of what your client will experience from your business.

The branding helps you shape your business, by more factors than just a visual aspect. It helps you differentiate your products and services from your competitors. Your brand strategy contains how, what, where, when and to whom you want to communicate and deliver your brand messages and values.

MY FAVORITE QUOTES ABOUT branding:

“Branding is what people say about you when you are not in the room” – Jeff Bezos

“When you brand yourself properly, the competition becomes irrelevant” – Dan Schawbel

“Products are made in the Factory, But Brands are created in the Mind” – Walter Landor

WHAT IS Brand Identity/brand design:

Brand identity/brand design refers to what we see and what we feel about the company, by seeing their visuals (some call it visual identity). This includes colors, fonts, logo, alternative logos, submarks, graphic elements, patterns, photography. Brand goes side by side with brand identity and sometimes is hard to distinguish each.

Let’s take a Dior for example. You can say without looking at their brand that they want to make you feel like their brand it’s upscale and elegant and they don’t want you to mistake them with low-cost bazaar perfumes. That’s why they have a simple website, with their iconic serif logo, use black and white or neutral colors, they use famous individuals in their advertisements like Johnny Depp or Charlize Theron. It’s a perfect coherence with brand/branding and brand identity/brand design

The visual components like logos, shapes, typography, colours, patterns, photography, packaging and other design elements help to create the user’s experience.

The brand/branding and brand identity/brand design should work together, so you should be able to recognize the brand even if you don’t see their logo. It is certainly easier for larger companies like Apple, Starbucks, McDonald’s etc. but it’s possible for solopreneurs too.

It’ll take more time if your business is online based, but it isn’t impossible. In the online businesses instance, gaining the recognition of your brand identity can manifest itself for example by spotting someone’s blog post on Pinterest’s Smart Feed and instantly thinking that that pin is from that blogger because you recognized their fonts, colors, logo, photos or other graphic elements.

THE DIFFERENCES BETWEEN BRANDING AND BRAND IDENTITY IN SHORT:

Branding (or brand) is intangible, is what you want your customers to feel when they think about your business, in other words, the brand is an experience.

Brand identity (or brand design) is tangible, it’s like a face of your brand, so it’s a visual side of your business.