The term branding is often misunderstood and used interchangeably with terms like logo design, identity design, or even typography. However, it’s important to set the record straight. Let’s dive into what branding truly is—and what it is not.

What Branding Isn’t

1. Not a Logo

   • A logo is a useful tool for a business, but it is not the brand.

   • A logo is merely a symbol for the brand.

2. Not a Product

   • People often refer to a product when they talk about a “brand,” but a brand is not the product itself.

3. Not a Promise

   • While branding may act as a promise made by a company to its customers, that’s not its core definition.

4. Not Advertising

   • Advertising is sometimes described as the sum of all impressions a company makes on its audience. While this can contribute to a brand, it doesn’t define it.

What Branding Truly Is

A brand is a result. It’s the customer’s gut feeling about a product, service, or company.

• Where It Lives:
  It resides in the hearts and minds of customers.

• How It’s Created:
  Customers form a brand based on the raw materials a business provides, including:

  • Products

  • Design

  • Messaging

  • Culture

The Subjectivity of Branding

• A brand is like a reputation, and each customer forms their own perception of it.

• No two customers will have exactly the same brand experience, but as long as perceptions align with the company’s goals, it’s successful.

Branding from Different Perspectives

1. From the Business’s Viewpoint:

   • Companies often approach branding as if they’re telling a story or making a pitch.

   • However, the brand isn’t the action—it’s the result of these actions.

2. From the Designer’s Viewpoint:

   • Designers often rely on gut feelings to determine what will work, then pitch their vision to clients.

3. From the Client’s Viewpoint:

   • Clients may view branding as a checklist:

     • Logo? Check.

     • Tagline? Check.

     • Ad campaign? Check.

   • However, branding goes far beyond these elements.

What Truly Defines a Brand

A brand’s essence lies in its reputation. This reputation is shaped by:

• Products

• Design

• Messaging

• Company Culture

• Employee Behavior

All of these elements contribute to how people perceive the brand and its reputation in the marketplace.

What is the Difference Between Branding and Marketing

Now, I want to talk to you about the differences between branding and marketing. It seems that a lot of the time when I'm talking to clients, they seem a little bit confused about what branding is and how it differs from marketing. I've even heard creative professionals struggling with it. So I wanted to do a video to describe and explain the differences between the two.

Definitions of Branding and Marketing

What is a Brand?

"A brand is a name, term, design, or symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

What is Branding?

"Branding is architecting and managing the meaning and experience of the brand with intention."
In other words, branding is managing the meaning of the names, terms, designs, and symbols that make a company distinct from its competition.

A Brand as a Promise

Here's another great perspective:
"A brand is a promise. It's a promise that your company can keep. You make and keep that promise in every product, experience, marketing activity, action, corporate decision, and customer interaction."

What is Marketing?

"Marketing outlines the specific activities of how, where, and when a brand will promote its products and services to its customer targets in the marketplace."

Six Key Differences Between Branding and Marketing

1. Branding is the What and Why; Marketing is the How

• Branding focuses on the "what" of the product—what it is, what it does, and the value it delivers (value proposition). It also focuses on the "why"—why the seller does something.

• Marketing is about tactics—how the seller promotes their goods. It includes advertising, communication, and conveying both functional and emotional benefits.

2. Branding is Long-Term; Marketing is Short-Term

• Branding is about long-term equity and value. It establishes a stored memory, perception, and emotional resonance in the consumer's mind over time.

• Marketing is about generating immediate action through short-term activities.

3. Branding is Macro; Marketing is Micro

• Branding is concerned with the big picture—overarching perceptions and attitudes. It zooms out to focus on the brand's long-term goals.

• Marketing focuses on details and specific actions, driving sales through immediate activities.

4. Branding is Trajectory; Marketing is Tactics

• Branding defines the strategic direction or "north star" for the brand. It involves positioning the company in the marketplace over the long term.

• Marketing focuses on short-term tactics—what actions to take, where, and when to take them.

5. Branding Builds Loyalty; Marketing Generates Action

• Branding fosters loyalty, long-term preferences, and emotional connections with the brand.

• Marketing aims for immediate results and quick consumer actions.

6. Branding Creates Value; Marketing Monetizes It

• Branding creates emotional resonance and long-term affinity. It encourages word-of-mouth promotion and generational preferences.

• Marketing turns this value into revenue, extracting money for the functional and emotional benefits delivered by the brand.