How brand and branding are different

Most of the times people use the terms brandand branding design interchangeably, not knowing that both of them are two separate entities. The basic difference between the two is that branding (action: verb) is a roadmap for a journey to help you reach the ultimate destination- your brand. Brand (thing: noun) is where you want to end up after all the marketing and branding efforts you put in.

Let's look at what separates the two

Branding is a long term investment and brand is your asset

According to numerous market researchers, 30% of the market value of businesses come from their brands. On the other hand, branding consumes time, money and other resources to build a respectable and valuable brand. For an asset, (brand) a lot of cultural, operational and monetary investments are required so that the company can project its value proposition in the long run.

Branding is a strategy and brand is the goal

The main purpose of owning a brand is to get the business into dining room conversations and to establish a stronghold in the market. On the other hand, branding is the process of securing that very position by implementing strategies around operational, developmental, organizational, cultural and promotional building blocks of brand development.

Branding creates stakeholder equity and brand establishes fan loyalty

Branding is meant for all stakeholders from board members and shareholders to employees. Branding services affect everyone who has a stake in the company because at the end of the day they will stand to benefit if the branding scheme works.

On the other hand, the brand is all about loyalists. Apple as a brand has so many loyalists that people queue up for hours to buy the latest offering from the company. A well-established brand gives a sense of pride to the owner wearing/using its product.

Branding is internal and the brand is external

Branding of a product/service is an inside job. It is the process of exploring the requirements of the audience and understanding the core competencies of the company. Branding is all about making enhancements along the way that will help the brand premise. A brand is slowly created when this internal process begins to reside in the hearts and minds of the customers.

Last but not the least, as a marketer; one is involved heavily in the journey of branding for the customers, because ultimately they are the ones who will engage with your brand.