mckinley media blog

branding, web design, and business advice

Brand vs. Brand Identity

Brand vs. Brand Identity – what’s the difference? It can be confusing on social media when you see designers using each term, so I’ve broken it down into two easy definitions for you.

What is a brand?

A brand is the value of a product or service distilled into an identifiable symbol. It is the intangible that sets us apart from everyone else out there. It’s that special something that makes you you, and gives your business its personality. It’s also the reason your product or service isn’t just another one on the shelf. Just as a car can have a distinct look, your brand can have a distinctive style.

What’s one brand that you always love purchasing from? Think of why. Is it the style, the way their customer service treats you, or the feel you have when wearing/using it? I love the brand CB2 – their style aligns with mine, their customer service is impeccable, and their shipping (other than right now with delays) is quick. For me, it’s much more than just the the look of their furniture, it’s an entire feeling.

Now that we’ve covered what a brand is, what exactly is a brand identity?

What is a brand identity?

Brand identity is the core visual parts of your brand. Basically, a brand identity is the part of your brand you can see. It consists of your logo, color palette, typography, brand photography, website, packaging materials, stationary, etc. Your brand identity is a large contributing factor to how your client perceives you – is it welcoming, moody, fun, modern?

This is what you’ll see designers showcase on their social media. You can also find brand identities in their portfolio as well!

So… why is all of this important?

Both your brand and brand identity determine whether you’ll reel in your ideal client or not. By hiring a designer, narrowing down your brand identity is easy – we’ll work off of your current brand and how you want customers to perceive you. Your actual brand can be cultivated by you – treat your customers well, provide them with quality products or services, and provide value constantly. By perfecting both of these, you’ll have a brand that people rave about and become loyal to!

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