Branding: Understand Yourself & Your Message
“Your brand is what people say about you when you’re not in the room.” – Jeff Bezos, founder and CEO of Amazon.com
The difference between brand and brand identity is that brand identity is the language used. Your brand is the emotional relationship with your customers, while your brand identity is the visual representation that makes your brand memorable.
When people think of Coca Cola, it is the red packaging and white logo that they think of first; thoughts of the fizz and caramel flavor are secondary. This is a good thing. It means that Coca Cola has delivered consistent messaging, and that it has left an impression on the consumers.
We can’t all be Coca Cola, but we can strive to follow their example. Establishing a unique brand identity takes time, but taking the time is worth it. The first step is to understand who you are as a brand – the more thorough your understanding of yourself and the message you want to convey is, the more effective your branding will be.
This thorough understanding is what makes brands like Levi’s, Apple, or Warby Parker so successful; they use every aspect of their branding to convey who they are, why they exist, and why that makes them so special. Ultimately, brand identity is just that – a way to convey to the rest of the world why you believe your brand is special, and why they should believe that too.