Key takeaways<\/p>\n\n\n\n
- \n
- Brand<\/strong>, branding<\/strong> and brand identity<\/strong> are all connected\u2014but are not the same thing.<\/li>\n\n\n\n
- A logo<\/strong> is part of a brand identity.<\/li>\n\n\n\n
- Your brand<\/strong> is how the world knows you.<\/li>\n\n\n\n
- Brand identity<\/strong> is the designs that communicate your brand.<\/li>\n\n\n\n
- Branding<\/strong> is how you use your brand identity.<\/li>\n<\/ul>\n\n\n\n
Simply put, a key success factor for your company is your brand<\/a>.<\/p>\n\n\n\n
When most people think of a brand, the first thing that comes to mind is a logo<\/a>. But there\u2019s a key difference between brand identity vs. logo<\/a>. While a logo is indeed a key brand element, and typically the most immediate visual association with a company, there\u2019s much more to a brand than just a logo.<\/p>\n\n\n\n
To build a great brand, there are three key terms you need to be aware of:<\/p>\n\n\n\n
- \n
- Brand:<\/strong><\/a> <\/strong>how people perceive your company.<\/li>\n\n\n\n
- Branding<\/strong><\/a>: <\/strong>the actions you take to build a certain image of your company.<\/li>\n\n\n\n
- Brand identity<\/strong><\/a>: <\/strong>the collection of tangible brand elements that together create one brand image.<\/li>\n<\/ul>\n\n\n\n
Let\u2019s take a deeper dive into these concepts and the differences between brand, branding and brand identity.<\/p>\n\n\n\n
What is a brand?<\/h2>\n\n\n\n
![\"\"](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_624,h_402,c_scale\/f_auto,q_auto\/v1730720816\/ideas-and-advice-prod\/blogadmin\/ikea\/ikea.jpg?_i=AA\")
<\/figure>\n\n\n\nEveryone knows that for cheap-but-good furniture (and meatballs), IKEA is the place to be. Via <\/em>IKEA<\/em><\/a><\/p>\n\n\n\n
A brand is a set of distinctive perceptions, ideas and feelings that people have about your company, which set it apart from alternatives.<\/strong><\/p>\n\n\n\n
Basically, your brand is what your consumers think of you. As Scott Cook, co-founder of Intuit, puts it: <\/p>\n\n\n\n
\u201cA brand is no longer what we tell the consumer it is\u2014it is what consumers tell each other it is.\u201d<\/em><\/p>\n\n\n\n
For instance, there are many furniture stores and brands out there, but one that stands apart in most people\u2019s minds is IKEA. When people think of stylish furniture at an affordable price point, the Swedish company is often the most immediate association. This is because IKEA has built a clearly defined brand: accessible, friendly, international and down-to-earth. Notice how the terms used to describe IKEA\u2019s brand are terms that could easily describe a friend\u2019s personality. That\u2019s because essentially, your brand is your company\u2019s personality.<\/strong> <\/p>\n\n\n\n
Some companies, like IKEA, maintain the same brand for decades. Others rebrand<\/a>. Companies rebrand to:<\/p>\n\n\n\n
- \n
- Change their offerings<\/li>\n\n\n\n
- Adapt to changing markets<\/li>\n\n\n\n
- Target new customer demographics<\/li>\n\n\n\n
- Sometimes, simply to refresh branding that feels outdated.\u00a0<\/li>\n<\/ul>\n\n\n\n
The steps involved in rebranding are similar to the steps involved in creating a brand from scratch, including understanding:
<\/p>\n\n\n\n- \n
- Who you are<\/li>\n\n\n\n
- Where you fit into the market<\/li>\n\n\n\n
- Your values and those of your audience.\u00a0<\/li>\n<\/ul>\n\n\n\n
Then, determine how to visually reflect these qualities through branding design<\/a>.\u00a0<\/p>\n\n\n\n
What is branding?<\/h2>\n\n\n\n
Although it\u2019s really your customers who decide what your brand is, there are certainly actions you can take as a business owner to put yourself in the driver\u2019s seat.<\/p>\n\n\n\n
This is called branding: the active process of shaping the perceptions that consumers have about your company. <\/strong>All the steps that you take to build awareness and reputation around your company and its product or services live in the realm of branding. Your branding efforts may not always fully translate into your customers\u2019 minds, but the more deliberate and cohesive they are, the higher the chance of success.<\/p>\n\n\n\n
Before making any branding decisions, first consider these questions: <\/p>\n\n\n\n
- \n
- What is the perception you want to impress on your customers?\u00a0<\/li>\n\n\n\n
- What\u2019s your brand goal?\u00a0<\/li>\n<\/ul>\n\n\n\n
Be authentic and really dig into the core why<\/em> of your company. This high-level strategy should help to guide your branding decisions.<\/p>\n\n\n\n
Ready to learn more? Explore our guide to the <\/em>fundamentals of branding for small business<\/em><\/a>.<\/em><\/p>\n\n\n\n
What is the difference between brand vs. branding?<\/h2>\n\n\n\n
Your brand and branding aren\u2019t exactly the same thing, but they\u2019re related. <\/p>\n\n\n\n
If your brand is what<\/strong> the world thinks about your company, branding is how<\/strong> and why<\/strong> they think that.<\/p>\n\n\n\n
Here\u2019s an example: Apple\u2019s brand is known for being forward-thinking, minimalist, user-friendly and high-end. Ask people to describe Apple\u2019s brand and you\u2019ll likely hear some variation of these words. But why do people describe Apple this way? <\/p>\n\n\n\n
Because Apple\u2019s branding is brightly lit, glass-paned stores where you can visit the Genius Bar to have your tech fixed. It\u2019s packaging that features a lot of negative space and products that come in a limited, neutral color palette, each bearing the signature Apple logo. Through branding, you understand the niche a brand aims to fit.<\/p>\n\n\n\n
Understanding brand identity vs. logo<\/h2>\n\n\n\n
It is through the process of branding that you can build a brand identity: a collection of tangible expressions of your company, such as your logo, colors<\/a>, typography and voice. The more distinct, specific and cohesive these elements are, the higher the likelihood that they will shape a differentiated brand that is recognized and admired.<\/p>\n\n\n\n
![\"\"](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_624,h_99,c_scale\/f_auto,q_auto\/v1730721070\/ideas-and-advice-prod\/blogadmin\/ikea-logo-1\/ikea-logo-1.jpg?_i=AA\")
<\/figure>\n\n\n\nThe gradual transformation of the IKEA logo. Via <\/em>IKEA<\/em><\/a>.<\/em><\/p>\n\n\n\n
IKEA\u2019s logo, for instance, was transformed quite a bit in the first couple of iterations but has remained fairly consistent since 1967, changing only colors and preserving shape and font. Today\u2019s blue-and-yellow color<\/a> combination signifies trust and reliability, yet friendliness and affordability. Coupled with the bold block lettering and the oval framing of the name, this builds the impression of a strong, established and inclusive brand.<\/p>\n\n\n\n
\n \n\n
\n \u201cA brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.\u201d <\/div>\n\n\n \u2014 Michael Eisner, CEO of Disney <\/p>\n <\/blockquote>\n <\/div>\n<\/section>\n\n\n\n
Yet, the logo is only one of many elements that serve to build this identity. IKEA\u2019s simple, easy-to-navigate website greets visitors with a \u201cHej!\u201d and speaks to the customers in a friendly voice that authentically embodies the company\u2019s Swedish roots. <\/p>\n\n\n\n
Moreover, the fact that their physical stores are self-service\u2014requiring buyers to pick up the items themselves from the warehouse\u2014is not simply a financial and operational decision; it also fits well with the DIY, economical ethos of the brand. <\/p>\n\n\n\n
Similarly, the open floor plan maximizes the utility of the store space. The large, blue and yellow IKEA bags also represent the company\u2019s identity: they\u2019re simple, practical and highly durable. Of course, the ultimate embodiment of IKEA\u2019s brand identity is the actual products they sell, which seamlessly combine efficiency, style and affordability.<\/p>\n\n\n\n
Together, all of these elements of IKEA\u2019s brand identity strengthen each other and compose the image of a friendly, user-centric and economical brand.<\/p>\n\n\n\n
If you\u2019re like us, seeing concepts applied in real life can help and inspire. Here are more <\/em>brand identity examples<\/em><\/a> to explore.<\/em>\u00a0<\/p>\n\n\n\n
![\"\"](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_624,h_417,c_scale\/f_auto,q_auto\/v1730720811\/ideas-and-advice-prod\/blogadmin\/ikea-bag\/ikea-bag.jpg?_i=AA\")
<\/figure>\n\n\n\nIKEA\u2019s bags are an unmistakable physical element of the brand. Via <\/em>New York Times<\/em><\/a>.<\/em><\/p>\n\n\n\n
So, as you build your company\u2019s brand i<\/a>d<\/a>entity<\/a>, be deliberate and check that each element is actually contributing to the overall perception you want to imprint on your customers. Even simply keeping in mind the difference between (and importance of) the oft-confused terms\u2014brand, branding and brand identity\u2014is already a step in the right direction of creating the next memorable brand.<\/p>\n\n\n\n
Perhaps you already have some initial brand work done? Review these <\/em>branding tips<\/em><\/a> to hone the brand for your small business.\u00a0<\/em><\/p>\n\n\n\n
How to use brand vs. branding vs. brand identity for small business<\/h3>\n\n\n\n
Understanding brand vs. branding vs. brand identity can seem complex, but it\u2019s actually quite simple: <\/p>\n\n\n\n
- \n
- Your brand<\/strong> is how the world views your business.\u00a0<\/li>\n\n\n\n
- Your brand identity<\/strong> is the visual component you use in your marketing, advertising, and other designs.<\/li>\n\n\n\n
- Branding<\/strong> is the actual application of your brand identity, like the color of your packaging and where you place your logo on merchandise.\u00a0<\/li>\n<\/ul>\n\n\n\n
Explore your branding vs. brand identity further by creating mockup designs with the ideas you\u2019ve already got. VistaCreate<\/a> DIY design editor is a helpful tool to play around with ideas. By putting them onto hypothetical products and marketing, you can see your branding in action and understand your brand from a customer\u2019s perspective.
<\/p>\n\n\n\nHelpful resources for branding a small business<\/h3>\n\n\n\n
- \n
- How to create a great brand identity<\/a><\/li>\n\n\n\n
- How to create a powerful brand personality<\/a><\/li>\n\n\n\n
- Branding 101 guide<\/a><\/li>\n\n\n\n
- Elements of branding<\/a><\/li>\n\n\n\n
- History of branding: Lessons for successful business<\/a><\/li>\n\n\n\n
- Branding design ideas\u00a0<\/a><\/li>\n\n\n\n
- Brand Marketing 101: Guide to create a brand marketing strategy<\/a><\/li>\n\n\n\n
- Print branded marketing materials easily with VistaPrint Brand Kit<\/a><\/li>\n<\/ul>\n\n\n\n
\n \n\n\n\n Looking to develop your brand identity? <\/div>\n\n\n Check out all your custom design options and bring your ideas to life today. <\/div>\n <\/div>\n\n - How to create a powerful brand personality<\/a><\/li>\n\n\n\n
- Your brand identity<\/strong> is the visual component you use in your marketing, advertising, and other designs.<\/li>\n\n\n\n
- Your brand<\/strong> is how the world views your business.\u00a0<\/li>\n\n\n\n
- Branding<\/strong><\/a>: <\/strong>the actions you take to build a certain image of your company.<\/li>\n\n\n\n
- A logo<\/strong> is part of a brand identity.<\/li>\n\n\n\n