We are a Digital Marketing Agency in Lagos Nigeria, made up of a group of passionate marketing specialists who are on hand to provide strategic support and direction where you need it most

3 Ways to build a Strong Brand

Brand, Brand Identity vs Branding?

Most people think the terms: Branding, Brand and Brand identity are the same, but they are not. They all play a different role in a brand strategy.

 

This article will explain the terms Brand, branding and brand identity and how they are used.

What is a Brand?

To start with, a brand is not your LOGO, it is what people think about your company.

 

According to Seth Godin, a brand is a set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

 

If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

 

To sum up, a brand is NOT what you say it is, it is what people say it is. It is the promise you made to your customers.

What is a Brand Identity?

Every brand must have an element that differentiates it from another brand. A brand identity is something you can see, hold, touch and watch it move.

 

Colors, typography, logo, composition, motion graphic, packaging, social media graphics are all brand identity.

Simply put, everything that is visual is called a brand identity. That means there is a need to ensure that every time your artifacts show up, they are consistent in size, shape, scope, feel, use, etc.

 

These are named typeface, logo, shape, tagline that can create an appeal.

 

Brand identity consists of elements like:

  • Consistent style for images
  • Key colors (color palette)
  • Logo or wordmark
  • Different logo lockups
  • Corporate typefaces
  • Standard typographic treatments
  • Library of graphic elements

 

All these come together to form an identity guideline document.

Branding

This is a process involved in creating an image and name for a company, product or services in the consumer’s mind.

 

It is the communication of values, characteristics, and attributes that clarify what a particular brand is and is not.

 

There are different types of branding:

  1. Personal branding: the way an individual builds their reputation.
  2. Digital branding: this includes social media, website, SEO, etc.
  3. Cause branding: this is simply aligning your brand with a charitable cause or a corporate social responsibility (CSR).
  4. Country branding: all efforts to attract tourists and businesses.
  5. Co-branding: to partner with another brand to achieve a certain goal.

Branding

This is the big plan. It describes the expected results of a product or individual.

 

According to the branding journal, Branding is the process of giving meaning to a specific organization, company, products or services by creating and shaping a brand in consumers’ minds.

It is a brand strategy designed by organizations to help people to quickly identify and experience their brand.

 

It gives them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not.

 

Would you like to create a brand?

 

7 Comments

  • BrianWeill

    Incredibly individual friendly website. Great info offered on couple of clicks on.

  • JamesTherb

    Many thanks, this site is extremely valuable.

  • Mole Remover

    Have you ever considered publishing an ebook or guest authoring
    on other blogs? I have a blog based upon on the same subjects
    you discuss and would really like to have you share some
    stories/information. I know my audience would enjoy
    your work. If you are even remotely interested, feel free to shoot me
    an email.

    • Digital Square

      Hello, thank you for your comment. Please share your website.
      Thanks

  • 바카라

    Thanks for sharing your info. I truly appreciate your efforts and I
    will be waiting for your further write ups thanks once again.

  • 바카라사이트

    Hi there just wanted to give you a quick heads up. The words in your
    article seem to be running off the screen in Internet explorer.
    I’m not sure if this is a format issue or something to do with browser compatibility but I
    thought I’d post to let you know. The layout look great though!
    Hope you get the problem solved soon. Many thanks

  • Damilola

    Really insightful. I’ve always seen brand as one big umbrella. Never really looked at it this way. Kudos.

Leave a Reply

Your email address will not be published. Required fields are marked *

Call Us