The 4 Key Differences Between a Brand and Branding
Separated by a mere three letters, there's a world of difference between the words "brand" and "branding." Too often, they are used interchangeably and interpreted in many different ways. Common terms associated with both words include "naming," "identity," "tagline," "packaging," "advertising," and so forth, mainly centered around tactical elements. In our experience working with organizations in the service sector, the difference between the two ideas comes down to this: A brand is a destination, where you want to end up, while branding is the journey or the roadmap to get you there. There are other important differences between the two terms, some dealing with dollars and others that just make sense. A brand is a goal; branding is a strategy. From the breakthrough book, "Positioning - The battle for your mind," (Trout and Ries), establishing a market position is a goal, it's where yo...