Brand vs Branding: What’s The Difference?

16 Mar

One of the biggest mix-ups we see at Tim Marner is the confusion between brand and branding. The industry throws these terms around like confetti, but they have their own distinct meanings, so let’s strip it back.

What Is a Brand?

Your brand is your reputation. It's what people say about you when you're not in the room. It's the gut feeling customers get when they see your name. It's the perception your customers, employees, and the public hold based on their experiences and interactions with you.

A brand isn't just a logo or a fancy strapline; it's how people feel about your business. And feelings? They don't come from slapping a bit of colour on a website; they come from who you are, what you stand for, and how you show up.

What Is Branding?

Branding is the process of creating that reputation. It's the work you put in to make sure people see, hear, and experience your business the way you want them to. From the way you communicate to the visuals you use, branding is the strategic effort behind creating a lasting and meaningful brand identity.

The Two Key Sides of Branding

To keep things simple, we can break branding down into two parts:

1. Brand Identity (The Deep Stuff)

This is the soul of your brand, the stuff that gives it meaning and makes people care. It's all the things that aren't visible but make up your brand:

Mission: Why you even exist in the first place
Vision: Where you're heading and what you're working towards
Purpose: The reason you do what you do (beyond just making money)
Core Values: The beliefs that guide your decisions
Behaviours: How you act, speak, and show up every day

Nail these, and you're not just another business; you're a brand people can connect with.

2. Visual Identity (The Sexy Stuff)

Visual identity is what most people typically associate with branding, it's the visible elements of your brand:

Logo: A key symbol of your brand
Colours: The palette that represents your brand
Typefaces: The fonts used in your designs and marketing
Design Elements: Everything else that makes your brand look the part

Visual identity is the first impression that makes people stop and pay attention. But without a solid brand identity behind it? It's just decoration.

Why Do I Even Need To Know The Difference?

If you're serious about building a brand that stands out (and doesn't just blend into the background), you need to get both sides right. A killer visual identity with no meaning behind it? Pointless. A deep brand identity with no strong visuals? Forgettable.

Now that you know the distinction, you can start making informed decisions about your branding strategy and take the next steps to create a brand that truly stands out.