A lot of times branding and brand identity appear to be the same thing, when in actuality they aren't. That's not to say that they don't work together though. Creating a brand for your business and designing your brand’s visual identity should consist of two separate steps when it comes to your overall brand experience. Therefore it is crucial to treat them as an individualized process.
The main goal of both branding and brand identity is to build a genuine brand AND establish an identity that lasts. That's why it's important to note the difference between branding and brand identity. Let's dive in.
When it comes down to it, branding is all about the core values and vision that you have for your business. Think of it as the manifestation of how others will perceive your business. Honestly, branding is much more than the visual aspect - it's your business's message, content, style, elements, products, etc. That's why it's important that your brand creates an authentic reflection of who you are and what your business represents.
When you break it down, branding is essentially the visual language that represents your business. It represents the goals and mission of your business. It includes how you describe your business, handle your customers, and how your business functions. Most importantly, it helps with your niche market. The key is to know how you want to portray your business to your key audience. Don't worry, overtime it becomes easier to create a consistent look and message for your business.
These following questions will help you along the way...
Example Questions to Ask Yourself:
- Who are you in terms of your brand?
- What do you do with your brand?
- Why does it matter?
Brand identity boils down to what we see and what we feel. The brand identity of a company is a set of visual attributes that create the look and feel of your business. It relies heavily on the visual components that help put together the overall feel of the brand. This can be extended across all facets of your business, including websites, packaging and social media. Things like color palate, patterns, typography, shapes, logos and other graphic elements help form the identity of a brand. As for tips on color, we've discussed the psychology of color and how to make a statement with neutrals that you may find beneficial.
When you establish your brand’s identity it’s important that you take into account what you want your brand to be and how you want to be presented. When you take the time to sit down and thoroughly think through your own identity, making a brand’s identity that reflect your own ideas becomes seamless. It might be beneficial to ask yourself these 20 questions.
Tip: It doesn't hurt to ask what your customers think of you and your business. Because their descriptions will let you know if their perceptions align with yours. And if they don't, adjust them and move forward. The following questions can help you with just that...
Example Questions to Ask Customers:
- When you think of my business, what comes to mind?
- What adjectives would you use to describe your perceptions about my brand?
If you're looking for ways in which to master this, checkout out our post on How To Design the Ultimate Brand Identity. It has all the tips and tricks you might need along the way.
In conclusion, just remember that at the end of the day branding and brand identity ARE different. However, it's important to remember that they DO go hand in hand. We hope this has been helpful to you!
Did you have trouble separating your brand and brand identity? Share your comments below and let's discuss!