Brand vs branding vs brand identity: what’s the difference?

Branding

Diamonds are forever…or so Dame Shirley Bassy tells us anyway! 

I happen to agree, I love diamonds…what woman doesn’t if she’s being honest? The most well-known phrase when buying diamonds has to be the 4 C’s. 

• Colour
• Clarity 
• Cut
• Carat. 

You need all four elements to make a diamond and while they are certainly related, at the same time they refer to very different things. 

That’s the 4 C’s, but have you heard of the 3 B’s? 

In this blog, we unpack the meaning of brand vs branding vs brand identity – three related but very different words. 

Brand vs branding vs brand identity

“Brand,” “branding,” and “brand identity”, are related concepts in the world of web development & digital marketing. 

Each plays a distinct role in shaping how a company is perceived by its target audience. Just like diamonds, all the elements must be present and within the correct sphere, to make the whole…“sparkle”! 

But unlike the 4 Cs of diamonds, sometimes the meaning of the words can overlap, or be used interchangeably. 

So before you google ‘digital marketing services near me’, let’s explore the differences. To do this effectively, we’re going to start with the last one, as once you understand the “proper” definition of brand identity, it makes it easier to understand the other terms. 

Brand identity:

There are a couple of ways that the term “brand identity” can be used. 

Firstly, it can used in much the same way as one could say your “brand reputation” – the overall perception, image, or reputation of your company in the minds of your consumers. 

It goes beyond the physical aspects of a business and encompasses intangible qualities, emotions, and experiences associated with the company. It’s what sets you apart from another business down the road that does exactly the same thing as you!

Brands are shaped by a combination of factors, including the company’s mission, culture, products or services, customer interactions, and marketing efforts. These are all built on your brand values, between 3 and 6 beliefs that your company is built on and which shape your business goals and ethos.

How to implement brand values in your company 

However, the term “brand identity” is also used as a subset of branding and comprises the tangible and visual elements that represent a brand’s image. It is the visual expression of the brand’s personality and positioning.

Brand values vs brand personality: what’s the difference?

Your brand identity includes 

• the company logo, 
• colour palette, 
• typography, 
• design elements used in marketing materials, 
• packaging, 
• website, 
• other brand assets.

Consistency in brand identity is crucial as it helps consumers recognise your brand quickly and build trust and familiarity over time. 

Brand

The word brand can be used in several different ways in the realm of digital marketing. 

Firstly, the term “brand” can be used as a synonym for “company” or “business”. But it goes beyond a name above a door or a physical premises, to encompass the reputation that your business has publicly. 

We say that a company has a “strong brand” if lots of consumers know about you, trust you, and have a clear understanding of what you do. A strong brand will attract consumers, and consumers will come back for more. 

A weak brand is a business that is not very well known, received or thought of. 

Secondly, brand can be used interchangeably with “brand identity”. It can refer to the “look” of your logo and all accompanying assets – both digital and physical. 

For example, a logo can be referred to as “your brand”, but so can the colour scheme of your website. 

This use isn’t exactly incorrect – it is simply incomplete. A brand is so much more than the visual “look” of your logo or website. 

Branding

Branding refers to the strategic process of creating and managing the elements that represent your company – such as your logo and website’s colour palette.

The aim is to make sure that your brand identity shines brightly in the eyes of your audience. It’s all about weaving together the threads of your company’s name, logo, tagline, colours, typography, imagery, tone of voice, and other delightful elements to tell a story that resonates with your audience.

Picture it as a dance where your brand twirls and swirls across various touchpoints, leaving a trail of positive associations in the minds of your customers. When done right, branding becomes the secret sauce that not only sets your brand apart from the crowd but also makes it easily recognisable.

So, think of branding as the magic wand that crafts an identity so charming and distinctive that your brand becomes the one everyone wants to dance with – standing out in a sea of competitors.

Why should you care?

Understanding the difference between brand, branding, and brand identity is important for several reasons:

1. You already have a brand identity – so utilise it

Every business does have a brand identity – sometimes they just don’t realise it. They run their company (internally and externally) according to a set of values that permeate everything that they do. 

Uncovering that, explaining it on the website and demonstrating it to your customers will only strengthen your reputation, and improve the relationship between you and your customers. 

If you never understand that your brand includes more than just your logo, you’ll never utilise this important weapon in your arsenal. Business is like warfare! You need to use every (legal) strategy you can to beat your competitors in a crowded marketplace. 

Easy steps to building a brand identity

2. Improve your conversion rate

Building a strong brand helps you connect on a relational level with new leads who visit your website or social media channels. 

You have a very short window of opportunity to grab users’ attention when they land on your site. Some say the window of opportunity is as short as 15 seconds. 

Understanding that your brand is more than just your logo and investing in developing your brand identity (not just the visuals, but also how you communicate with your audience on the site) improves the chance of keeping the visitor’s attention. The more they hang around, the greater the chance they will convert into a lead. 

A nice shiny logo and colour palette might not repel a visitor, but a well-thought-out and clearly communicated brand identity will encourage visitors to stick around. 

3. Improve your brand loyalty

It also goes without saying that the more you invest in developing your brand, the more you’ll strengthen your existing relationship with your customers, encouraging repeat business. 

4. Improved brand awareness 

Understanding what a branding strategy is, and ensuring that your marketing agency is consistent in its approach to your branding will help improve your brand recognition. 

This makes it easier for consumers to recall and choose your brand over competitors. 

Although it might not generate leads straight away, those who are in the market for your service are more likely to go with a brand that they already recognise and trust when they are ready to buy. 

Understanding the difference brings business growth

Understanding the differences between brand, branding, and brand identity helps you create a cohesive and impactful marketing strategy that resonates with your target audience, fosters brand loyalty, and ultimately drives business success. 

Be in the know, and make the most of what you’re already doing well. If your business is growing, you’ve already got a brand identity – you just don’t know it yet (and neither does anyone else). Invest in uncovering and showcasing your brand properly. Don’t just settle for a pretty logo. 

As an experienced digital marketing agency in Birmingham, we understand that it can be difficult to be objective when it comes to showcasing your brand successfully online. 

That’s why we develop all of our client’s brands after an extensive discovery period. 

Our Know Workshop helps us undercover your brand’s values, mission, purpose, vision and personality ensuring we develop a brand identity that is authentic and that resonates with your target audience. 

Get your brand vs branding vs brand identity right with our bespoke service designed around your business and your requirements.