Brand vs Brand Identity

What is the difference between a brand and a brand identity?

Question asked by Kate Toon from The Clever Copywriting School

Hands up who created a logo (or had a logo designed for them) and said: “yep, that’s my brand”?? I am here to tell you that your brand is NOT your business name and logo.

A BRAND is a person’s gut feeling about a product, service, or company. A brand encompasses the personality, values and overall perception of the business.

Your businesses brand is not defined by you or your staff, it is defined with the people who interact with your business. Each person creates his or her own version of your brand, so while you can’t control a person’s thought process, you can influence it by communicating the qualities that makes your business stand out from your competitors.

What do you want people to think, feel and say about your business, when they are not with you? That is your true brand.

A brand IDENTITY is the whole visual system which surrounds your brand. Your business identity encompasses your logo design, business stationery, website design, printed advertising, staff uniforms, email signature… even the way your staff answer the phone and how your office is designed is classed as a part of your identity.

Business Brand Identity is key to creating, building and strengthening both your personal and business brand. It builds a visual connection between your business and its products and services, as well as creating a connection with your clients, suppliers and employees.

BRAND – Personality and perception of your business
IDENTITY – The style and presentation of your brand
LOGO – Visual identification of your identity.

© Studio: tiffany gouge