- 29th August 2018
- Comments Off on Brand, Branding & Brand Identity. What’s the difference?
- Posted by yellowcherrydigital
Brand, Branding & Brand Identity. What’s the difference?
It’s a loaded question so let’s trim it down and add some clarity on these terms.
What does the term brand mean?
Your brand is the perception of your company in the mind of consumers. Essentially, it’s what people think of your company; therefore, it’s subjective and fluctuates from consumer to consumer.
Below is a couple of statements which I feel sum branding up well.
Amazon founder, Jeff Bezos – “Your brand is what other people say about you when you’re not in the room”.
American businessman, Scott Cook – “A brand is not what we tell the consumer it is – it is what consumers tell each other it is”.
What does the term branding mean?
We know that a brand is the perception of a company, so branding is the process of influencing this and attempting to control this. The core of any organisation is creating a brand that is trustworthy and reliable on top of more relative attributes.
As the perception of a brand is subjective, it’s important to say that total control of a brand is not possible, this is where the consistent and intelligent use of your brand identity comes into play.
A key point on branding; it’s important to push your brand consistently using awareness campaigns as well as advertising when you have a sale or new product/service to promote.
What does the term brand identity mean?
Your brand identity is a set of tangible elements used to create the image of your brand. Brand identity can include the following elements:
- Brand Name
- Tagline or slogan
- Colour Scheme
Brand identity is used to visually set your company apart from your competition, improve brand awareness, showcase your brand attributes and generally establish synergy.
Arguably, the best example of a brand…ever.
In 2007, a survey of global brands revealed that Coca-Colas brand equity was valued at $65bn which was just under 50% of the company’s value at the time.
This was summed up by a Coca Cola Executive – “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”
Coca-Cola is essentially a soft drinks company who has built their brand on being the original cola with the secret recipe that cannot be bettered. The company is perceived as energetic and youthful with a unique bottle shape and a distinct colour scheme.
Design and branding
As the title would suggest, one of the main reasons for choosing this topic for our blog is to straighten out the common misconception that a brand is simply a logo.
The logo is just one factor of your brand. A logo should embody the key attributes of the brand in a recognisable mark.
The design is what translates the ideas and attributes of the brand into communication.
The Nike Swoosh was designed in 1971 by Carolyn Davidson at Portland State University, the swoosh is a simple yet effective logo that conveys energy and movement, appropriate to a company that makes performance sportswear.
Can Yellow Cherry Digital help?
It’s not just all about web here. We offer graphic design services and advice on brand strategy. Having appropriate brand identity goes hand in hand with having a strong online presence.
Check out our Work page for some examples of previous brand identity work.