Skip to main content

Branding vs. Brand

It is important to make a distinction between the term Brand and Branding. If we use the analogy of an iceberg, things underneath the waterline are represented by the term Brand. They are not immediately seen by the audience, like employees, suppliers, and even the company's products or services, customers and other partners represent the brand.

In contrast, Branding is an activity that is visible and is considered the process of designing brand identity.  Items that are the result of branding include all identifying artifacts like the logo, icons, avatars, taglines and the company name. The output of branding activities consists also of a style guide, employee guidelines, the vision and mission statement and a list of company core values.

If we go one step further and create branded touchpoints like flyers, business cards, posters, etc., we consider this step Marketing. Marketing is illustrated as ships that come and go from the iceberg.
Brand Builder Box™ considers the entire process from brand identification to marketing deep branding. We start by looking at all components of the brand and analyze how well they represent the brand. We document every single finding and create a brand brief. A brand brief is like a storyboard that shows every team member the approach for the branding process.

Comments

Popular Posts

12 Lessons Learned From Steve Jobs

The day after Steve Jobs died, Guy Kawasaki gave a talk at the Silicon Valley Bank’s CEO Summit. After watching his speech I felt that many of his lessons really touch on doing great branding, so I  summarized these 12 lessons in this post.
Experts are clueless, don't listen to them if you want to create a new product sub-category.You cannot ask customers what they want if you plan to develop a new sub-category. They will think status quo and just try to improve the existing products marginally. The biggest challenge will win. Challenge your team to make big jumps, they will pay off. Design truly counts, use big graphics and big fonts.Jump curves from one product cycle to another and don't follow one to the end. His motto is Change or Die. It is important to make big inventions – make products not twice as good but 10 times better. Think telegraph to telephone. All that really matters is if it works or not.Real entrepreneurs don't compete on price. (Price vs. Value)  Value…

Forbidden Branding

I grew up in Europe in a country next to a very small republic called "German Democratic Republic" GDR. There was nothing democratic about that country, it was a dictatorship and economic development was non-existent. 
Because we had relatives in the GDR my family was allowed to visit once a year, so we crossed the Iron Curtain a few times before and after The Berlin Wall came down. The city we went to is called Jena, a small town located about 100 miles south of Berlin. 



What I witnessed then left a deep impression on me. I was a teenager at the time and I only understood later what I saw then: a country where brands had been completely suppressed

This experience has given me my motivation today to help businesses distinguish themselves and create value for their customers. This is what branding is all about: being unique and creating value. Can you think of brands that fall into this category? You might wonder how your brand compares. 

Building a unique and valuable brand is…

3 Steps to Re-Branding Your Company

Sometimes, you hear that a company announces that they are planning a rebranding initiative. You might wonder what exactly this means. Are they changing their logo, their brand colors or maybe even adding some additional brand touchpoints like signage or event banners to the brand?

What might often be overlooked is what a rebranding initiative really entails. Rebranding is the changing of a company's brand's identity. A company's Brand Identity includes everything from why the company is in business, how they operate and what they are offering. Rebranding a company can be compared to a person not only changing the person's cloth. It is more like a person decides to go to different restaurants, changing the job, getting new friends or even changing a partner. Here are the three basic steps to rebrand your company:
Research how people see your brand by looking at your Brand Image.Review and re-define your Brand Identity.Hire a graphic designer to create your Brand Persona…