Brand, Branding, and Brand Identity

Is Your Brand Just a Logo? The Shocking Truth About Brand, Branding, and Brand Identity

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In the vast world of marketing and business, terms like brand, branding, and brand identity often get thrown around, leaving many scratching their heads in confusion. Although they may sound similar, each plays a distinct role in shaping the perception of a business.

In this article, we’ll break down the differences between brand, branding, and brand identity, shedding light on their unique purposes.

Brand, Branding, and Brand Identity

While brand, branding, and brand identity may appear alike, each uniquely serves distinct purposes in shaping perception, audience views, and visual expressions, forming a cohesive business strategy.

In the following, we will discuss this in detail.

Brand: The Audience’s Perception

A brand is how the world sees and perceives. It’s the sum total of their reputation, personality, values, and the feelings they evoke in others. This perception is shaped by every interaction a customer has with your brand, from website design to social media interactions.

Think of Nike. Their brand image is synonymous with athleticism, perseverance, and pushing boundaries. When you see the swoosh, you instantly conjure up images of determined athletes and inspiring stories of overcoming challenges. That’s the power of a strong brand.

The impacts of the brand perception are profound:

  1. Expectations: The brand perception sets expectations. If your brand is seen as reliable, customers expect consistency in quality and service.
  2. Feelings: It influences the emotions associated with your brand. A positive brand perception fosters positive feelings among customers.
  3. Impressions: The brand perception molds the impressions people have when they think about your business.
  4. Decisions: Ultimately, the way your brand is perceived influences consumers’ decisions, from making a purchase to recommending your products or services.

Example: “This fashion brand looks luxurious; it must be expensive.”

Branding: Crafting the Desired Image

At its core, branding is the deliberate effort to shape the way a brand is perceived by its audience. It’s like curating the personality of your brand – the vibe it exudes, the values it holds, and the promises it makes. For instance, a company might say, “The branding of our brand displays our commitment to making fashion exclusive for a certain target segment.”

The effects of effective branding ripple through various aspects:

  1. Brand Image: This is how people perceive your brand. It’s the mental picture they form based on your branding efforts.
  2. Values: Successful branding communicates the core values of your brand, helping customers understand what you stand for.
  3. Positioning: It defines where your brand stands in the market, distinguishing it from competitors.
  4. Personality: Just like individuals, brands can have personalities too. Effective branding shapes how your brand comes across – whether it’s friendly, professional, or innovative.

Example: “The branding of our brand displays our commitment to making fashion exclusive for a certain target segment.”

Brand Identity: The Visual and Verbal Expression


Finally, let’s focus on the tangible elements that bring your brand to life. Your brand identity is the visual and verbal language that represents your brand. It’s the logo, the color palette, the typography, the tone of voice, and the messaging.

Think of Apple. Their clean, minimalist design language, sleek product aesthetics, and focus on user experience all contribute to their brand identity. It’s a visual shorthand that instantly communicates its values of innovation, simplicity, and elegance.

The components of brand identity include:

  1. Logo and Word Marks: The visual symbols and text that uniquely identify your brand.
  2. Messaging: The way you communicate your brand’s values, mission, and benefits to your audience.
  3. Color Palette: The chosen colors that represent your brand and evoke specific emotions.
  4. Positioning: How your brand visually stands out in the market, making it easily identifiable.
  5. The tone of Voice: The consistent style of language used in your communications, reflecting your brand’s personality.
  6. Typography: The chosen fonts and styles that contribute to the overall visual identity.

Example: “Louis Vuitton’s brand identity is just as genuine, lux, and exclusive as its products.”


In essence, brand, branding, and brand identity are interconnected but serve different purposes in the grand scheme of business. Understanding these distinctions empowers businesses to craft a holistic strategy that effectively shapes perception, resonates with the audience, and establishes a unique and memorable brand presence. So, whether you’re a business owner or a curious consumer, unraveling the mysteries of brand, branding, and brand identity can deepen your appreciation for the intricate world of marketing.

Remember, a strong brand is more than just a logo or a tagline. It’s a carefully crafted story that resonates with your audience and inspires them to connect with you emotionally. By understanding the nuances of brand, branding, and brand identity, you can write your own brand’s success story.

Rabi Thapa

Hello, I'm the founder and author of DeJoiner and I've been a graphics and UI/UX designer for over 4 years. I've had the opportunity to work with more than 500 clients on over 2,000 projects. I'm excited to share my experiences with you here!

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