Brand, Branding + Brand Identity


What’s the difference ?

A confusing concept that befuddles not only everyday people, but designers and their clients as well. It’s like we ran out of words so just beefed up our existing words around the topic and ran with it, expecting everyone to follow along. Today we’d like to break it down, simplify and clarify the mystery surrounding a brand, branding and brand identity.

What is a Brand?

A brand is the intangible feeling, perception or relationship between a business and its audience. It is the essence or promise of what will be delivered or experienced, and generally developed over time.

Example : The feeling you have walking into an Apple store.

Strong brands stand out from the crowd. They encourage consumer trust and loyalty through an emotional connection that goes beyond necessity.

As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships.
— Designing Brand Identity 4th edition – Alina Wheeler

What is Branding?

Branding is the creation of your brand identity, with the end goal being emotional engagement with your customers, to encourage them to work with, buy from or learn more about your business. 

The branding process starts from the ground up - it involves looking at the foundation on which you’ve built your values and vision, that we then leverage to create an identity to connect and excite your customers.

Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future.
— Designing Brand Identity 4th edition – Alina Wheeler

What is Brand Identity?

A brand identity is made up of different visual elements. A logo is one of those elements, supplemented with colour, style, imagery, tone and method of communication, and overall personality that your business shares with the world.

A strong brand identity means a business can be identifiable without seeing a logo or business name.

Example : Tiffany turquoise packaging.

Brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move.
— Designing Brand Identity 4th edition – Alina Wheeler

While they’re very closely related, a brand, branding and branding identity are very individual aspects of how a brand exists in our world and how we are affected by them.

If you’re needing support for your brand - whether it be advice or a complete overhaul - please contact us. We love what we do - sharing our knowledge and skills with the world.