branding vs. identity: what’s the difference?

If you aren’t an expert on design industry buzzwords, you might have wondered what the difference is between branding and identity. Even some designers are confused by these terms. While both are similar, one is a subset of the other.

Branding is about creating a customer experience.

Identity is about visuals and packaging.

So, what is branding? Branding is the process of developing a perception about your business and/or a customer experience that includes design as part of the process, but is also driven by elements such as naming, marketing strategy, advertising, public relations, market research, customer feedback and more.

Creating a business “identity” involves strategically and consistently applying your well defined business image (logo, layout themes, colors, etc.) across many types of media to generate top-of-the-mind recognition in your target audience. Identity is an important piece of the branding puzzle for most businesses and helps to enable customer response.

At TFG, we help companies with the visual aspects of branding through the design of identity packages for small and mid-sized businesses. The most common pieces of an identity package for small businesses are a logo, business stationery, and a web site. However, since all client needs are different, full identity packages often include other types of business collateral such as brochures, newsletters, product packaging, signs and other materials.

Whatever your needs are, we would love to work with you on your visual identity. Call us today at 831.338.2834 for a brainstorming session. Polish Your Presentation!

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