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The difference between brand and identity

A question that seems to come up a lot in brand development is, “what’s the difference between a logo, identity and a brand?” After all, people often use them as interchangeable synonyms everyday. “Check out our new brand,” or “we are going through a re-design of our brand,” or my favorite, “do you do branding?”

To answer this question, let’s start with some definitions.

What is a brand?

First, what is a brand? It seems as if a myriad of definitions have been floated out into the business lexicon to attempt to define exactly what a brand actually is. We’ve heard experts and practitioners alike define the word brand in differing ways with statements like, “a brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers,” or “a brand is a gut feeling,” or even “a brand is what people say about you when you leave the room.”

It’s no wonder there is so much murky water around our understanding about what a brand really is, and more importantly, what that means to the work of building value with it.

Let me be clear: a brand is the relationship between an organization and an audience.

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