Brand Vs Branding ... What's the difference?

These terms are often used out of context, and are misunderstood. Your “brand” is all about how you relate to your clients and is very different to “branding” as it is commonly used in an advertising context.

The term “Branding” when used by television and radio advertising refers to a “branding campaign”. They are talking about running ads that concentrate on “getting Your Name out there”. These branding ads generally focus inwardly on what the business does, and how good they and/or their products are. Statements like “we have the best quality”, “we have 25 trucks”, so come and see us…

This style of advertising has very little to do with your “brand”.

Contrary to popular belief – Your Brand is NOT your letterhead or your logo. They are the visual components that represent your brand.

So what is your “Brand”?

Your brand is everything you do - every communication and interaction your business has with your market. It is how you connect your passion to your target market. Your Brand is ‘what you are known for’. It is, and should be, all about your clients.

Your BRAND, if created and managed correctly, is very powerful because it will inspire people to want what you have to offer. If you talk about what you believe in you will attract those who believe what you believe.

The foundation of your business is your brand and is based on:

• Who you are and what you stand for
• Your passion
• Your vision and your values
• Why you do what you do
• Your philosophy, what you believe in
• What drives you and what you are aiming to achieve

Your purpose is to create an image and clearly articulate a consistent message that will evoke the right perception of your brand. Ultimately, your Brand is “how you are perceived’ by the market, by your clients and potential clients. It is how someone describes your business.

To be truly effective and therefore successful, your brand should attract, engage and inspire people who believe what you believe.

People don’t buy what you do, they buy why you do it. A successful brand will inspire people to be a part of what you do.

Why do you do what you do? How is your brand perceived?

Your clients have to know what you will do for them and most importantly, they want to know why you do it.