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Brand, branding and brand identity – Are they same?

Many of us often use the these terms Brand, branding and brand identity interchangeably. There is always a confusion and we assume they are the same. While brand, branding and brand identity all work together in building your overall brands image, they have their own individual role to play. Understanding the clear distinctions between them will help you figure out how each of these shape your business.

People fall in love with brands and their superiority – so lets start by answering…


By definition – “A brand is the emotional associations that your customer makes with your service / product because of the interaction and experience that is exchanged. It is a set of distinctive perceptions, ideas and feelings that people have about a product of a service”.

As consumers we often confuse “brand” with things like logos, and visual identity design, but these are marketing tools that help promote your business. A brand is much more than the visual identity of your product.

It is a more holistic view of how your customers perceive your company / product / service. It is what people think you do and how you do it.

“Your brand is what people say about you when you’re not in the room – Jeff Bezos (CEO of Amazon)


Branding is the process and actions that you take to build certain image / reputation of your company / business. It is an active process of creating a brand identity. The basic purpose of branding is you are working to ensure that the image your customers have in there mind when they think of you is aligned with the brand image you want them to have.

Any time you launch a new website, share a post on social media, send out an email campaign, or communicate with clients, you’re branding.

Branding is the art of expressing what your brand represents from its personality to its purpose.

Logo design, typography, colour palette, how to communicate your message is all part of branding process.
On a broader scale, branding is an umbrella concept that also involves the way advertising and marketing materials are designed, utilised and showcased.


What is the difference between brand and branding? As we’ve discussed so far, a brand is a set of distinctive perceptions, ideas and feelings people have of your business; branding is the process of actively shaping those perceptions, ideas and feelings.


Brand identity of a company / product / service takes different elements and unifies them into a whole system. They are the tangible visual expressions of your brand.

Design is the foundation of a brand identity

Brand elements can vary depending on the company, your business, but the basic must-have elements are

  • Logo – It is the cornerstone of your brand identity. It is the most immediate visual representation of your company.
  • Shape – Shapes communicate different perspectives. For example circles can signify wholeness – think of MasterCard, while squares for stability – think about Microsoft.
  • Colour palette – The colours you choose for the brand identity are key to evoking emotions and differentiating your brand.
  • Typography – A consistent typeface helps instil familiarity.
  • Brand voice and tone – Brand identity is just not about visuals but also how you want to sound and represent yourself. Are you friendly or more formal? Do you inspire others to take action?

Together, these visual elements, paired with branding, create a brand image.


A logo is an easily recognisable graphic symbol or element that identifies your brand or company or product. A logo is generally a combination of typographies, graphics/symbols, and colours. It is the visual identity showcasing the essence and personality of a brand and it is one of the most prominent elements for building a trustworthy relationship with the target audience


A logo is a subset of your brand identity. It is easily recognisable graphic symbol or element that identifies your brand or company or product. A logo is generally a combination of typographies, graphics/symbols, and colours.

But when you invest in a visual identity design for your business, don’t think it’s just all about “a logo.”

How many of us buy a product or a service because we like the logo of the company?

A professional brand identity design must include colours, shape, typefaces, logo variations, etc., which helps (a) should help your visual identity to be consistent across multiple placements, and (b) create more awareness and recognition about your brand

STRATEGY LED DESIGN is the way forward

If you are looking to gain clarity and confidence around your branding journey, its important to reflect and dig deeper.

Design is the foundation of your brand identity, and it is tempting to dive right into the exciting stuff like creating a logo and talk about colour palettes but before we do that its essential to look inwards and work on the brand strategy as it lays the foundation for your brand.

As you all know by now, a brand is a lot more than its visual identity. Branding, marketing, and brand identity design all play a unique role in shaping the perceptions of your ideal clients.

But understanding your company is and what it stands for is imperative before you start tackling any of these specific design elements. That’s where BRAND STRATEGY comes into picture.

Are you ready to take your business to the next level with a strategy led design that differentiates you from the competition and positions you as a leader in your industry? Let’s Talk !

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  1. […] Brand, Branding, Brand Strategy, Brand Identity, Logo design are used very loosely and interchangeab… But for your brand to start being noticed and start attracting the right audience, it is relevant and extremely important to have a strategic plan that will help bridge the gap between business objective (your vision, mission and goals) and design (visual appearance of your brand) […]

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