Brand vs Branding

Let’s talk about brand and branding. They’re often used interchangeably, but I think that's a mistake. While they are connected, they are distinct. Here's how.

What is a Brand?

Think of a brand as your reputation—it’s the overarching impression you leave on people. A brand is cultivated over time, shaped by your actions, values, and the experiences you offer. It's not just a logo or a tagline; it's the essence of what you stand for and the promise you make to the world.

Your brand embodies people's collective thoughts and feelings about you, representing the (real or perceived) trust and expectations they've developed.

What is Branding?

Branding, on the other hand, is everything a brand does to establish its reputation. It's the deliberate process of shaping "how" people perceive your brand.

Through intentional, consistent actions, messaging, and experiences, branding communicates and reinforces your brand's reputation. This is only achieved after delivering on your promises authentically and consistently over time.

In essence, a strong brand can only be established with effective branding. Once established, the brand functions as the foundation for all branding activity. It's a continuous process—a two-way street where brand and branding feed into each other. Understanding and embracing their distinction is key to making that process work.