Branding, Brand and Brand Identity are terms sometimes used interchangeably by our clients but they’re actually very different things.
What Is Branding?
Branding is the process of creating and shaping a distinct brand. It’s a marketing initiative designed to create a certain image of your company. When we create a Brand Identity for a client, we have to first define who they are as a Brand. That process is what we call Branding.
So What Is A Brand?
In its simplest form, a brand is the way a business is perceived by those who experience it. But a brand is also a feeling. It evokes an emotional response by those who engage with it. It’s a promise to deliver the expected.
A brand’s promise is conveyed to customers and encompasses everything
they can experience and observe – the name & logo, website, advertising, the way they are treated by representatives of the brand, signage, stores, displays, shopping environment, news articles, social media…
Every brand is either strengthened or weakened by every point of contact. This is why consistency is so important. Not just consistency to deliver the expected product or service, but also consistency across all forms of communications… at every touchpoint. When someone interacts with your brand, the experience should be both positive and familiar each and every time…at every point of contact.
Because a brand is intangible, it’s sometimes hard for a client to fully grasp until they see their brand come to life through the Brand Identity.
So What Is Brand Identity?
Brand identity is the collection of all tangible brand elements that a company creates to portray the right image of itself to the consumer. Your Brand Identity is what makes you instantly recognizable to your customers.
Brand identity is what you can see, touch, hold, hear, watch and experience. It begins with colors, typography, a logo, a look & feel and an identity system and then evolves into social media graphics, website design, packaging and much more.
Your Brand Identity creates a connection between you and your customers, builds customer loyalty and determines how your customers will perceive your brand. Most importantly, your Brand identity reflects who you are as a brand.
We believe that brands are living beings with hearts and souls and it’s important to invest time and effort in developing and nurturing your brand. Looking to create a new brand or revamp and existing one? Contact us at firstname.lastname@example.org