BRAND VS BRANDING

How are they similar, and how are they different?

BY Nariman Azzam                               7 MIN READ

What is a brand?

 “Brand” is more than all the definitions found online or on the top search results on Google. It is not only a name or a mark or a logo. A brand is everything. It is what makes a business or organization. It is how the receptionist answers the phone and your workplace’s culture and how you deal with your employees. It is that tiny thread that runs throughout every part of your business. 

The brand is the reason why you went into business in the first place. It is the purpose of the product and service, which plays an influential part in who you are as an organization. A strong, healthy, and recognizable brand creates a powerful story for people to remember. It is also the business’s visions and the promise you make as an organization, and the idea behind everything you are doing. It is the target you want to achieve as a business—it is the brand and the organization’s vision. The promise is kept as a core idea behind everything and what is needed to accomplish in a company. The brand’s image is not the sale’s objectives, but the growth forecasts and the profit target. 

From BMW, Apple, Woolworths to alien earth invasion, letters are collected with real meaning. But, it is possible to hear the words and associate them with services. It is not about only thinking about a logo, package, and color scheme. A brand is the think and feel of the company that recognizes it in a particular way. It is the feeling, story, and meaning which goes along with the name of the business. 

What is branding?

Branding is the strategies and tools used to influence the way people see and analyze a brand. These are all examples of branding in action, from making business cards, posting on social media platforms, writing blogs, and creating advertising campaigns. However, it is crucial to keep in mind that branding is not only made for graphic designers or advertising gurus; but it is portrayed in every email, caption, product, interview, and message. The brand that is sent out will influence the audience to make people think, feel, and relate to the branding process. 

Therefore, branding includes the logo, color palette, graphics, website, letterhead, message, tone of voice, article topics, and photography. 

If you are still confused about branding, consider it as an intention that you put into the world, including the tone of voice, state of mind, and content used. It carries the message, and the visual identity that shows what you do, how it is done, and who you are. Visual identity is a significant portion of branding. If done well, it makes your brand immediately recognizable without the logo needing to make an appearance. 

Take “Nike” as an example. Nike’s brand is not the swoosh or the “Just Do It” slogan; it is not about sponsoring athletes. But their branding is about entitling their consumer to reveal their inner athlete, and that’s a marvelous idea that comes across in everything they do. 

Another excellent example of branding is Apple. The company is defining itself worldwide by being more than just a computer company. It has combined all the digital services, like iTunes, iMessage, iBooks, and App Store, becoming a vital part of the value delivered to Apple owners. With Siri in the background, Apple provides several services that consumers find accessible on any device they’re using. 

Apple’s branding focuses on emotions. Strategically, how an Apple product makes you feel. It is about lifestyle, liberty, hope, dream, imagination, and people’s power through technology. It is also about simplicity and the removal of complexity from consumer’s lives. From these qualities, Apple is labeled as extremely powerful and helpful to people and businesses that strive to achieve their goals. 

View the difference between brand and branding

 When analyzing the difference, it is viewed that it is almost impossible to know what exactly your brand is. The customer will prescribe a unique identity with your business making your content differ from anyone else’s. Branding is essential because it helps form the brand and influences people to receive, interact, and connect with it. 

Therefore, the main difference between brand and branding is that one is a feeling, and the other is a tool for marketing. Your brand makes your identity in your market. It shows who you are, how you are perceived, and what you do. It is the connection you make with the audience. It is your reputation and what other people gossip about you when you are not around. But, a brand is an emotion used to link with your organization. It is the result of your audience’s sentiments when they come across your business. It is what catches their eye when they visit your Instagram account or see your Facebook post or read your blog post. It is all the words and emotions that describe your business. 

Last but not least, visualize all the brands you love and remember their logo, colors, and packaging. I bet you can also recall how you felt when you dealt with that brand or walked into their shop, or had a personal connection or experience. The concluding part of this article is the brand.

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