The difference between a business and a brand.
By: The Visual Collective
“The business is the body… the brand is the soul.”
Okay... let's chat about the difference between a business and a brand.
"Wait, whaaat... they aren't the same?" I hear you.
My friends... no. While the two are definitely related and cannot be successful without the other -- they are completely different.
How? Let's get into it.
A business' sole purpose is to make money. Think of this as your business model. It's what services or products you sell, how you sell them and what the revenue/profit model looks like.
For example, your business includes things like:
Finances
Operations
Production
Product Design
Marketing Strategies
Human Resources
Analytics & Data
Administration
Now, your brand is on the other end of the spectrum. Yes, while a strong brand presence makes your business much more likely to be profitable -- it is actually the element that builds customer & audience engagement. It's the personality to your business if you will …
Utilize your brand personality to build an emotional connection with your audience. This technique will allow your business to be trusted, relatable and most importantly, successful.
What’s your branding used for?
It’s how you communicate with your audience
It’s how you sell to your audience
It’s how you are visually seen to the world
It’s how your business will change the world, what is the purpose behind the business?
Logos, typography, graphics, colours etc.
It’s how do you design packaging
Wording on your website
Internal culture with employees
What to focus on when building your brand personality?
• Craft a purpose & mission statement
• What makes your brand/business different from others in the space?
• Be consistent across your platforms
Okay - do you feel like you have a better understanding of your brand vs. business? Good! Get out there and make sure you are taking this information and implementing internally.
Need help nailing your brand and brand identity? Check out my FREE workbook here.
