Brand vs brand identity.... do you know the difference?


Brand V’s brand identity…do you know the difference?

The term branding is used by many to describe the logo and colour palette of a business, but it’s not really the correct definition.

At InkSpike Studio, I don’t create brands, I create brand identities.


What is a brand identity?

The logo, website, associated colours, and typefaces are all parts of the brand identity, the visual elements of a business.  

A well-designed brand identity should encompass the overall vibe of your brand,  and be created with your ideal clients in mind, so there is an instant connection, and they feel drawn to the business.


What is a logo?

A logo is the primary visual element of a business or product.

There are several different types of logo design.

Wordmark -text design / Google or Pinterest

Lettermark – stylised letters /  BBC or EA Games

Iconic – a symbol or icon / Nike or Apple

Combination mark – both text and a symbol / Xbox or Lacoste

Emblem – text inside a symbol, like a badge / Harley Davidson or Starbucks

The most common type of logo is a combination mark, incorporating both the company name and a symbol.

The iconic symbols that you may recognise today have evolved over time becoming the standalone symbol after many years.


Your brand is everything

Your brand’s values, vision,  purpose, interactions, voice, content, marketing, all of it….it all makes up the brand.

It’s also how you are perceived by customers, essentially, they are really the ones who make or break a brand.  If you don’t make the right connection with the consumer, then your brand won’t take off, it’s that simple.

Seth Godin’s definition of a brand “A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”


Creating a strong brand

In a previous post, I wrote about the importance of brand words, and how they should be used as a guide when creating content.  In doing this you create a cohesive brand experience for your customer.

Along with your brand identity, the following points of contact should be spoken and represented with your businesses unique voice, taking into account the business values, visions and brand words.

  • blog posts
  • advertisements
  • customer experience
  • price point
  • packaging
  • sponsors
  • social media posts
  • imagery
  • uniform
  • newsletters
  • customer service

If every bit of content, every product or service related to your brand, that you put out into the world, is relevant, then your business will feel solid and strong…which in turn creates a brand that is trusted, because your customers will know what to expect.

One of the best parts is it will give you confidence in not having to second guess “should I post this?”

You’ll know if it ticks all the boxes.

You’ll know if it is on brand.





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