B INSPIRED PUBLICATIONS LTD
- Brand vs Branding
July - September 2018
Since writing these articles we often get asked extra questions about marketing, but the one that always seem to be asked is: ‘What is branding and how do I make sure people remember me?’
This is a topic we have answered before but is proving so popular that I felt it appropriate to revisit.
You can of course spend a lot of money on something extravagant or go crazy and do something a little bit out there to get noticed, but as our social media feeds show, people get bored easily.
Of course, people will focus on something for a given time, but something new always comes along that is more interesting to talk about, which leaves you hoping you will be remembered for the right reasons, and depending on what you did to get the attention in the first place can seriously affect this.
If, however you have a strong brand, regardless of whether people find a new topic to talk about, you will still be memorable and recognisable, whether you are at the forefront of their minds or not.
What is a brand and is there a difference between a brand and branding?
Most people think they are the same, and in short believe it is your logo.
Your logo does form part of your brand but there is a lot more to it if you want to create a recognisable and memorable brand/company.
A brand is split into two categories ‘a brand’ and ‘branding’.
What is a brand/branding?
Firstly they are two different entities: branding is only one element of building a successful brand.
Brand = Identity.
Who you are, what you do, how you are perceived – your reputation “Whatever your customer says it is” or:
“Your brand is what other people say about you when you’re not in the room”.
Jeff Bezos, founder of Amazon.
Branding = part of the process to creating your brand.
It is the look that you give your business and when done well attracts your ideal clients and makes you memorable.
Think of it like judging a book by its cover:
The look is what you see in the first instance and will be what makes the first contact. (Branding.)
Once you open the book up you start to get a feel for what it is about – it’s personality. (Brand.)
Creating/Enhancing your brand.
Write down how you want your company to be seen and remembered, and create a guide that is unique to you and your business, that you can stick to.
If you are not sure where to start, talk to your customers and people who know your business to see how they already see your business and then build from there.
To help further I have created my 7 steps to help you build a strong brand strategy.