Brands and Branding: Yes, There’s a Difference

Oftentimes, it’s hard to discern the difference between brands and branding. Most people think they’re one in the same, or that the words are interchangeable when talking about a company’s identity. There is in fact a difference between the two and it can be found in the definition of each word. A brand is a unique symbol, word, design, or combination used to create an image that identifies a product. Branding is the process of creating a mental image or perception in customers’ minds that attach a certain experience to a brand image or name. To get a better understanding of these two ideas let’s break down their importance in a marketing strategy.

Let’s start off by looking at a brand. A brand should represent you as a person, your company, and your promise to customers. This can be achieved by specific design elements such as typography, imagery, and colors. It is important to understand your customers’ wants and needs. Ask yourself what they would look for and what they would associate with the things they want to purchase. Target has a good example of a brand because their logo is a bullseye, which ties directly to their name, and their store is where customers aim to purchase products. The objectives of a good brand include, clearly confirming your credibility, emotionally connecting your target audience to your products and services, and clearly stating the message you want to send about who you are and what your company represents. The main purpose of your brand is to set you apart from the competition. To do this you can ask: what does your brand stand for and what are its values?

This brings us to branding. It’s said that the best branding is built on a strong idea. People live with brands everyday but it’s not so much about the brands that people eat or wear, but what they say about them. People love sharing the experiences they’ve had with a certain brand and that experience comes from the quality of a company's branding strategy. This is mainly achieved through advertising campaigns that contain a consistent theme. Repetition helps customers identify a company through a message and visuals that are clearly defined and stand apart from other companies. The question that should be asked when deciding on a branding strategy is: what do you want your customers to know and say about your products and services? It is important to make sure that your brand has certain qualities and characteristics that make it special and unique. You ultimately want your customers to recommend your company to others because you’ve kept your promises, provided an unforgettable experience, and offered quality products.

Hopefully this gives a little clarity to what brands and branding truly mean. Yes, the two go hand-in-hand but they are also two separate pieces to the marketing puzzle. They are the first step in building a business and the first things customers will remember about your company. Your brand and branding is the key to obtaining loyal customers. Make sure to take everything into careful consideration as you assess the beginning of your business. Be different, rise to the challenge of facing your competitors, and stay true to your values.