Brand vs. Business: What is the difference?
Brand vs Business: What is the difference?
The words “brand” and “branding” are thrown around a lot now in a conversation about business. What do these words actually mean and how does understanding them allow us to further ourselves in our business?
Entrepreneur.com’s definition as listed in their Small Business Encyclopedia reads as follows “Branding: The practice of creating a name, symbol, or design that identifies and differentiates a product from other products. An effective brand strategy gives you a major edge in increasingly competitive markets.” This is the common meaning of branding, but professionals know it to be more than that. There are many aspects that fortify your brand including online presence, consumer interaction, and publicity. It is more than just a logo and brochures. So what does all of this mean for your business?
Your brand is not the same as your business. The words are not synonymous. For example, we’ll use Jane. Jane owns a local pet grooming salon called “Pet Palace Grooming”. She has a logo, business cards, and brochures. Jane advertises using billboards, Google Adwords, and print ads in the local magazine with her business name, coupon, and address. Given this example, Pet Palace Grooming is Jane’s brand right? Wrong. Let’s use the same example, but incorporate branding.
Jane’s mission is to use sustainable energy and organic products to groom pets. She invests in all organic products, treats from local organic vendors, and is a certified “green” establishment. Jane’s Instagram, website, and promotional materials clearly communicate her mission to be environmentally conscious. While Jane often gains new clientele, the majority of her revenue comes from repeat customers who share her values and use her exclusively. These clients brag about her customer service and green techniques to others who also turn to Jane for their pet grooming needs.
After elaborating on Jane’s mission, we find out her consumer perception. Customers know that she is environmentally friendly, because of her interactions with them through social media as well as a consistent brand message across all outlets. This is Jane’s brand, and Pet Palace Grooming is her brand name. Her business may be pet grooming services, but what makes her connect to consumers is deeper than that.
When it comes to building your brand, you want people on your side who can clearly communicate your vision and have the expertise to make it consistent. Plug In Brand Management syncs your vision with consumer perception. Our goal is to identify your brand, fortify it, and position it, so consumers connect and engage earning you more money now and in the long run.
Read more about the history of branding and what it actually means from Forbes here.