Strong Fundamentals

Reading Time Time to read: 2 minutes

Brand, branding or brand identity?

Seth Matisak

Head of Design @ Forward Partners

Brand, brand identity or branding? It’s easy to get these confused - what do they all mean? Why should you care about them? As a startup it’s crucial you build trust and create an emotional connection with your customers to start spawning those precious brand advocates. Drawing precise lines between each buzzword will help your team better understand the process.

Key points

  • Brand is what customers think of you

  • Branding is how we influence what customers think of you

  • Brand Identity is the look and feel of your brand
     

Brand

Brand is one of those words that can be described in many different ways but in essence  Marty Neumeier, the author of The Brand Gap says it best:

“ A brand is a person’s gut feeling about a product, service, or company. It’s not what YOU say it is. It’s what THEY say it is.”

There you have it, plain and simple. We cannot control how people feel about anything, let alone your company - but we can do our best to influence our customers. We do that with branding.
 

Branding

Branding is the deliberate attempt to shape and influence customers perception.

This is where we try to influence customers into a positive experience with your company. It’s the act of creating a brand. Everything from the user interface to the customer service - all need to pull in the same direction to paint a consistent and positive image of your company.

The tools we use within these experiences is what sets brands apart. We need something that’s going to add credibility to your brand. Something that will help customers connect with your brand on more emotional level than just a feature list. That tool is brand identity.


 


 

Brand Identity

Brand Identity is the look and feel of your brand. It’s how people identify you.

This consists of your logo, colour palette, typography, art direction, tone of voice, illustration style (if any), textures, UX, animation style (if any), website, interior design, the way you talk to customers and so on. It’s all your brand touchpoints. All these pieces, when considered, work together to create a company that customers can relate with on a deeper level.

The consistent use of your brand identity at every touch point helps build a trustworthy  relationship with your customers that should equate to a positive experience and in return them becoming a regular customer and hopefully a brand advocate.
 



Conclusion

Your brand is what your customers say it is. We can influence how they get to that opinion by creating a brand identity that they can relate to and connect with on a emotional level. That identity is used on all of your brand touchpoints to help strengthen your message and personality. A positive, consistent experience helps create brand advocates and therefore growth.

Seth Matisak

Head of Design @ Forward Partners

Seth brings 7 years of design experience from around the world including Washington DC, Cleveland, Ohio and Malta having won awards for his print and packaging designs. He has a strong passion for all things branding and helped maintain brand standards for world-wide corporations (Nestle, Nokia, John Deere, Kimberly Clark and Sherwin Williams) while also creating new and engaging brands for start-ups, city organisations and charities while his ability to transition his layout and branding skills to the digital world has resulted in clean, intuitive and modern web designs.

Apply for Office Hours

We’re looking for great entrepreneurs with great ideas.

Apply here

0 Comments

Post your comment

Similar Guides