Your Branding, Your Brand and your Logo, Oh My!

Do you know the difference between your branding and your brand?  Surprisingly, most people think that they are the same thing.  Here are the official definitions from Merriam-Webster Dictionary:

Brand:

a :  a class of goods identified by name as the product of a single firm or manufacturer :  make

b :  a characteristic or distinctive kind <a lively brand of theater>

cbrand name

Branding:

:  the promoting of a product or service by identifying it with a particular brand
Logo: 
: a symbol that is used to identify a company and that appears on its products

Upon first glance there doesn’t appear to be a big difference between your branding and your brand, but let’s put it into practical terms.  Your branding is anything that is visible having to do with your business.  Your brand is how people see you.  Your logo is just a symbol of your brand.
Now, let’s dig a little deeper…
Branding:  Every single thing you do when involved with your business is your branding.  It should show the world how you want to be seen. When you hand out your business card to someone random in the grocery store, your card isn’t the only part of your business they see.  They are also seeing and evaluating {judging} your appearance, along with your verbal and non-verbal cues. When you are conversing about your business with them, YOU are your branding.  You should look the part and confidently speak the part of whatever you decide your branding will be.  The best part about branding is that you get to choose how you want to be seen.  Your website and social media should have images that reflect how you want to be seen (and not necessarily how you are currently seen). Your business cards should align with your branding, and any other form of marketing as well.   However, there is a downside:  if you don’t pay attention to how you are presenting yourself and your business, then your branding may not match your brand!  You must be consistent across the board with your branding.
Brand:  This is how your business is perceived.  If you plan carefully, and pay attention to what you are doing, your brand and your branding will be aligned.  However, if you are not very conscious of the fact that you are the most important element in your branding, then your brand may not be seen how you would like.  For instance, if you are offering professional services that you claim will improve the appearance of your target market, and you don’t use those products and services yourself, what kind of appearance does that give?  Would you trust a makeup sales person who approached you and told you that they could make your eyes really stand out and your skin glow if they were didn’t have glowing skin and had no eye makeup on?  This would make their brand be “defective” in your eyes.  NO matter what they say to the contrary, their lack of thoughtful branding makes it so.
Logo:  Although this can be a part of your branding, it is in fact the least important part.  You should worry about this after you have established who your target market is, how you want to be seen by that market, and then how you will create and become your branding for that client.  Many people put this first, then outgrow their logo when they finally figure out who they are in their business and who their target client is.  Avoid this pitfall by not worrying about a logo until you have everything else figured out, then have a branding specialist help you to make sure that your logo matches your branding.

If you would like a FREE {no obligation} look at your online branding to see how it stacks up, click here.  You will also receive weekly inbox goodies (email) with awesome tips, news and the occasional offer from me.  I never share your email with any other company or entity!!
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This entry was published on February 14, 2015 at 10:58 pm. It’s filed under Branding Help and tagged , , , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

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