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Stark Differences Between Branding, Brand Identity And Logos
By Mikelle Leow, 24 Aug 2017
Composite image by DesignTAXI. IKEA logo via Wikimedia Commons, right image via IKEA
The terms ‘branding’ and ‘brand identity’ are often used interchangeably, but what many might not know is that they mean different things. Likewise, the first thing that comes to mind when you think about a brand could be its logo, but there is so much more to a brand than its visual identity.
In an interesting article on 99designs, day100 co-founder Anada Lakra compares the differences between brands, branding, and brand identity. Check out some key points below.
On grand opening day of the new Renton store
Image via Atomic Taco (Creative Commons 2.0)
A brand is what people perceive, feel, and think about your company. Scott Cook, the co-founder of Intuit describes, “A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.” For example, IKEA is famously known by consumers as a place for cheap but suitable furniture.
Branding refers to the actions you might take to shape the perceptions your clients have about you and your reputation. “Your branding efforts may not always fully translate into your customers’ minds, but the more deliberate and cohesive they are, the higher the chance of success,” Lakra explains.
For example, to portray itself as a fun-loving brand that keeps up with the trends, IKEA fed to the internet’s uproar over Balenciaga’s FRAKTA lookalike with an PSA about how to identify the original bag.
When people got hold of news that HBO’s Game of Thrones uses IKEA’s rugs as capes, the company followed up with an illustrated guide on how to make your own ‘VINTER’ wear.
Image via IKEA
A brand identity refers to the tangible elements—like your logo and typography—that make up your brand’s image.
For instance, in 2009, Verdana replaced Futura to become the new ‘IKEA Sans’.
Learn more about the differences between your brand, branding, and brand identity over at 99designs.
[via 99designs, images via various sources]
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