What is Branding?
It is a marketing process and discipline consisting of the research, creation, and application of a distinctive feature or set of features to your organization so that your audience can begin to associate the brand with your products or services and distinguish them from competitors.
Branding is important because it enables both your internal and external audience to know what they can expect from your company, products, or services. It is a deliberate and disciplined process for creating a true representation of who you are as a business, and how you desire to be perceived by others.
While many think of branding as just a name and logo, it actual contains several additional elements such as the chosen color palettes, images, tone, and voice. These work together to create the essence of a brand and form the blueprint.
Branding is the intangible feeling others have when interacting with your brand…the experience!
What is Brand Development?
Brand development is the foundation of your business. It is the process of maintaining the distinctive marketing assets, quality, and trust of a brand. And, while development is essential from day one, it is an ongoing process. Your brand promise, personality, positioning need to remain relevant and compelling, as such, it is always in development. Markets are continuously innovating and changing, your brand must do the same to maintain unique value and differentiation.
How does Brand Development differ from Branding?
Brand development is learning about your brand, i.e. your personality, promise, value and unique traits and position. Whereas branding is the actual implementation and execution of the brand. It is the application of how you communicate and promote your brand at every opportunity. Although these two are different, both work towards the common goal of letting people know who you truly are.