BRANDING VS IDENTITY – WHATS THE DIFFERENCE
Branding vs Identity. What does it mean? What is the difference?
Before we answer that we should clear up a big mistake in the title. We put one against the other. That’s not something you ever want to do. Branding and Identity must work as one. Together. In harmony.
SO WHAT ARE THEY
Now that we cleared that up, lets attempt to define the terms.
Your Brand is who you are or want to be. Its the promise you make to your patrons. If your goal in business is to be personal, friendly, and welcoming, your brand will reflect that.
Branding is the process that defines the strategy that will be used to develop your identity, so that it enforces your brand. This involves lots of research around your brand, customers, trends, etc.
Whereas, your Identity, is the execution and fulfillment of your branding. It is implementing your branding in the form of strategic colors, logo, signage, fonts, and other physical means. Also included is how you speak to your customers. The language you use. For example How Chick-fil-A says “My Pleasure” when you say “Thank You”.
So to clear up any confusion. Your Brand is who you are or how you want to be perceived. Branding is the strategy that determines the best implementation. And Your Identity is the result that enforces it all by design.
WHAT COMES FIRST?
Branding should always come first. Before you can create an identity, you need to know what you are identifying. Once the research is done, you know your target, you know what they like, and you know how to give it to them, you can then create an identity that implements the strategy.
What really matters is that you have both elements. Branding and Identity. You can’t have a successful brand if it is not implemented through a successful identity. Harmony.
It doesn’t matter if you are a startup or an established business. It doesn’t matter if you are successful or failing. Branding is an important addition of value to any business. And remember! Branding WITH Identity, never Branding VS Identity.
If you are ready to invest in your business and optimize your brand to its maximum capabilities. Skilled Graphics would love to assist. Feel free to contact us for more information or a custom quote.