Differences between branding, brand, and visual identity

Did you know, the practice of branding is thought to have begun with the ancient Egyptians who were known to have engaged in livestock branding as early as 2,700 BCE.

A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer. Brands are used in business, marketing, and advertising. Name brands are sometimes distinguished from generic or store brands.

Branding is a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. The key components that form a brand's toolbox include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. Many companies believe that there is often little to differentiate their products from their competitors in the marketplace. As such, branding becomes one of the few remaining forms of product differentiation.

Fun Fact: Branding was used to differentiate one person’s cattle from another's by means of a distinctive symbol burned into the animal’s skin with a hot iron rod. If a person stole any of the cattle, anyone else who saw the symbol could deduce who it belonged to. The term has been extended to mean a strategic personality for a product or company, so that ‘brand’ now suggests the values and promises that a consumer may perceive and buy into.

A visual identity is the overall look of a company's branding, including its logo, colour scheme, and typography. A strong visual identity can help a company stand out from its competitors and build brand recognition. It is considered important for any business, but it is especially critical for small businesses. A well-designed visual identity can give a small business the professional look it needs to compete with larger businesses. A strong visual identity can also help a small business build brand recognition and loyalty among its customers.

You might have got a clear idea of each concept by now. Let’s dive into concepts that differentiate these three aspects.

First let’s look into what differentiates a brand from branding:

There are several key differences between brands and branding. First, brands are created by businesses to identify and differentiate their products or services from those of their competitors, while branding is the process and strategy used to create and promote those brands. Second, brands are static and unchanging; once a business has established a particular brand identity, it can be difficult to change it. Branding, on the other hand, is a dynamic and ongoing process that can be adapted as needed to reflect the ever-changing needs and preferences of customers. Finally, while brands are typically associated with specific products or services, branding can be used to promote anything from a business’s reputation to its values and culture.

But what exactly does "branding" mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.

Now let’s look into the difference between brand and visual identity:

The relationship between a brand and visual identity is that the visual identity is what helps to create and communicate the brand to consumers. There are many elements that contribute to a visual identity, such as colour palette, typography, iconography, and photography. These elements should be cohesive and work together to create a consistent look and feel that represents the brand. The goal of a visual identity is to make a lasting impression on consumers and create an emotional connection with them.

While a brand is more than just a logo, the logo is often the most memorable part of a visual identity. A logo should be simple and easy to remember, so that it can be easily recognized. It should also be versatile, so that it can be used in a variety of contexts. A logo should reflect the values of the brand and convey the message that the brand wants to communicate. An effective visual identity will help a brand to stand out from its competitors and build trust with consumers. A strong visual identity will also help to create customer loyalty and increase sales.

Lastly, lets see the difference of branding and visual identity:

While your branding should remain consistent over time, your visual identity can (and should) evolve as your business grows and changes. Think of it this way: your branding is who you are, while your visual identity is how you present yourself to the world. A strong visual identity system brings your branding to life, making it more tangible and real for your audience. It's the difference between somebody knowing your company exists, and somebody recognizing and remembering your company.

As you can see, all the three concepts vary in their terms of theory, but they all are tied together in an interdependent process. Every element requires help from the other to position an organization in the market and differentiate it from the competition. If you are planning on integrating these concepts into your marketing model - Always make sure to be consistent across all touchpoints—from advertisements and website to physical products and stores.

When done correctly, all three can form an extremely powerful marketing tool for your business. It can help customers to remember your product or company and associate it with positive qualities. Creating a strong visual identity for a brand can make it more recognizable and memorable for potential customers. This can be an effective way to make it more appealing to consumers.

Some well-known examples of brands include Coca-Cola, Nike, and Apple. These companies have built their reputations on the strength of their brands. Their logos and other visual elements are instantly recognizable, and they have carefully cultivated their images to appeal to specific target audiences.

It’s never too late to make your name in the market!

Reach out to our team at Vridhiidigital.com to start designing your own brand.