The difference between Brand and Branding

2 Minutes Read

The difference between Brand and Branding

What is a Brand?

A brand is a collection of experiences that a person has in the care of your organisation, product, or service. The best way to think of it is, your brand is the lasting impression left in your audiences' mind - how they feel and describe your company once they are out of contact with your business. 

After all, your customers are your biggest marketing tool. The word-of-mouth effect is unquestionably real, and your brand is not what you say it is, it's what your audience says it is. Every company has a brand. How well is your company utilising branding to create exceptional and remarkable experiences for your customers?

What is Branding?

Branding is the creative execution of a robust strategy. It is the process of defining your business, creating a strong brand perception, and influencing the position of your company in the mind of your audience. The process consists of three phases; Brand Strategy, Brand Development, and Brand Execution. Also known as Discover, Build, and Connect during the Studio Potts branding process. It brings focus and clarity to your brand direction, highlights how you interact with your target audience, and makes a first-class first impression.

Branding includes:

  • Purpose
  • Vision
  • Mission
  • Values
  • Brandscape
  • Audience
  • Experience
  • Position
  • Direction
  • Personality
  • Tone of Voice
  • Storytelling
  • Messaging
  • Tagline
  • Naming
  • Style Development
  • Logo System
  • Colour Palette
  • Typography
  • Assets
  • Guidelines
  • Touchpoints 

For more information on the Studio Potts branding process, visit: Click Here.

How do they work together to better your business?

Your audience controls your brand, and you control your branding. The better your branding, the better the first impression, your audience engages more, they have better experiences, the more they buy into your brand, increasing brand equity. In turn, they share your brand with others.

You can attempt to influence your brand through your branding, but a brand is 100% decided by your audience. It's what people say about you when you're not in the room. 

The audience influences branding decisions, and your company's branding influences the audiences' perception. The relationship is symbiotic, but the two are separate beasts. 

The audience (outside of your business) can not physically control the company's branding, nor can the company physically control the brand. What they do co-create is a successful business, and a business is not a brand. 

The brand grows and evolves in 1 of 2 ways: 

1. The business becomes more successful and can afford to experiment to reach new boundaries in the efforts to bring their cause to life. 

2. The increase in brand equity.

Are you ready to build a brand?
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