I run a brand studio in Essex and meet startup businesses of all kinds. Many startups and even established firms miss branding basics and the difference between a brand and brand identity.
Honestly, I don’t blame them because people often treat the difference between a brand and brand identity as marketing ploys.
People often view branding as reputation, while others see it as a brand name. The difference between a brand and brand identity matters for startups. Brand identity is about communicating the brand in visual form, while branding covers application.
If you’re starting a new business or looking to re-brand then take a second to let me explain branding clearly.
What is A Brand?
A brand is an entity and although it may not be something that you can physically see, it’s interactions into real life give itself a physical constant. It does this by way of its thinking, values, morals, character and action to form its own identifiable character.
Organisations use brand values to represent themselves as a group of people and assets. They do this to market themselves and to differentiate themselves from the next brand. It’s an element (or form of elements) which transcends itself into all areas of the business from marketing and development to customer care and packaging.
A brand is actually a company’s personal way of thinking and acting with regards to anything or anything specific. It could even be seen as a bigger ideology which transcends itself.
All in all, it’s a marketing tactic to help
- Position the organisation
- Personify the organisation
- Identify the organisation
- Connect the organisation to its customers
What is a Brand Identity?
We express those values through actions, so they become visible in the brand identity.
A brand identity is
You could have two companies in the same industry, doing the same thing with basically the same brand values. This would lead to a similar identity on paper so
We call this process branding because we apply the brand through a creative discipline.
You can apply branding to any marketing discipline, though. You get audio branding, brand story, brand voice, brand strategy, brand naming, brand everything!
For me personally, I see different businesses of different sizes, use branding in different ways.
Some use it ignorantly. Some halfheartedly. And some wastefully!
You don’t need to invest in branding to make a successful business but you do need to invest in branding if you want to create a successful brand!
It will pay off when done right!
Check out some inspirational brand designs or read our 101 Tips to better branding, marketing and design communication for a better idea of how branding works.
For more information on what a brand is, check out this definition.
FAQ’s
What is the difference between a Brand, Brand Identity, and Branding?
- Brand: The intangible core of your business—its ethos, values, character, way of thinking, and overall reputation in the minds of customers.
- Brand Identity: The tangible, visual expression of your brand (including color palettes, logos, typography, line, and shape) designed to make the brand recognizable.
- Branding: The process and creative discipline of applying your brand values and visual identity across touchpoints—from design and marketing to audio, tone of voice, and customer experience.
What is a “Brand” in simple terms?
A brand is the personification of an organization. It is the intangible identity formed by a company’s values, morals, thinking, and actions. It transcends products or services to create an overarching personality that connects the company to its audience and sets it apart from competitors.
What is a “Brand Identity”?
Brand identity is your brand translated into a visual form. By systematically using visual elements such as colors, shapes, and typography, it creates a recognizable look and feel that communicates your brand’s underlying personality and values.
Why is the difference between a brand and a brand identity important for startups?
Startups often confuse brand identity (just having a logo or visual style) with the complete brand. Understanding the difference ensures a new business builds a solid foundation of values and strategy before or alongside designing visuals—preventing confusing customer messaging and wasteful marketing.
Can two companies have similar brand values but different brand identities?
Yes. Two businesses in the same industry might share similar core values, but through creative brand identity design, they can use unique visual themes, style, and tone to communicate those values differently and stand out from one another.
Does branding only apply to visual design?
No. While visual design is a central part of brand identity, branding applies to any discipline that communicates the company’s personality. This includes audio branding, brand strategy, tone of voice, brand story, naming, customer service standards, and product packaging.
Do I need to invest in branding to run a successful business?
You can run a functional business without investing heavily in branding, but to build a memorable, recognizable, and sustainable brand that fosters long-term customer loyalty, investment in branding is essential.
How does a strong brand identity help my business connect with customers?
Consistency builds recognition. When customers consistently see a distinct visual identity associated with positive brand interactions, it subconsciously builds familiarity, trust, and a long-term emotional relationship with the brand.
