Branding vs. Brand Identity: Five Key Differences and How to Do Both Effectively

Business branding and brand identity are two different concepts. Branding is the management of your brand's strategic plan to ensure your audience perceives your business as intended. Brand identity comprises physical (and digital) goods such as stationery, books and signage, as well as sensory elements used to identify a brand such as logo, colors, website and brand photography.

Five key differences between branding and brand identity are discussed: brand identity is tangible, branding is an action, brand is (in part) your tone of voice, branding is an action verb and design is the basis of brand identity. Branding is important as it improves recognition, creates loyal customers and differentiates your business.

An example of brand identity is Google, who use a friendly bright color palette consistently across their business. Building your brand identity includes having a logo, website, business name, colors and fonts, and brand voice. To nail your branding, take the time to delve into your customer personas and create branding strategies to deliver your message in the right places.