There are so many definitions out there, and it is quite common to think that a brand and a business are the same. But guess what? That’s wrong.
They only address the surface of a business, scratching the surface and not digging beneath it. But a brand is more than a logo, and it’s more than an identity.
Branding isn’t just visual design. Branding is also about values, experiences, and attitudes. Branding is about creating an experience that matches your customers’ expectations and getting them to fall in love with your business.
Brand vs Business by Definition
What’s the difference between a Brand and a Business?
A business establishes a brand, which is an identity that aligns with what people think about you.
Branding is the way consumers know who you are. It helps people connect with your business on an emotional level, so they decide to buy your products and services.
In short, branding is how your business becomes recognizable to others.
Let’s look at the definitions of these words further.
A business is an operational entity, or a team of people, that offers services or produces products to consumers.
A brand is more than an image, it’s a promise of quality and value.
Do you want to build a business or a brand?
Businesses always strive to widen their services and offer new products to their customers.
On the other hand, building a brand involves maintaining a clear concept that symbolizes the enterprise.
Though these two elements are not contradictory, it takes a concerted, balanced effort to create a successful company and a recognizable brand.
Branding is an essential part of the development of a business; however, some companies may prioritize one over the other, resulting in a loss of income or the fading away of their identity.
Let’s use a food and beverage business as an example.
Instead of just emphasizing the importance of delivering excellent products, business owners should look deeper and ask themselves: Exactly what am I trying to offer? What is the core of my brand?
When you start to consider these queries from a different perspective, you can start to uncover the essence of the company mindset.
Now, let’s explore some examples of successful branding.
When a company moves beyond the boundaries of its original industry, it ascends to become a brand. You take your core ideology and incorporate it into other aspects of the business, thus widening the scope of your product or service.
Let’s look at a few companies that have incorporated this:
Apple:
According to Statista, Apple is undoubtedly one of the most valuable brands today, with an estimated brand value of 355.1 billion U.S. dollars.
The people featured in any imagery they use, on their social media, TV ads, and websites are all fresh-faced, young, modern, and cool.
This is the sort of person Apple wants to be associated with, so this imagery makes them appear more relatable to its target market: Millennials.
Chances are, you know someone who owns at least one Apple product; if not you might even own one yourself!
Amul India:
Amul has topped our list of the most successful brands and one of the reasons for its success is that it takes a stand on social issues.
It has always been vocal about every kind of social event or causes be it national or international, through its famous Amul girl. This has made the brand stand out as an example of exceptional branding.
And although like other brands, it offers a wide range of products and services, it distinguishes itself from its competitors with its unique marketing approach.
This is especially evident in the company’s social media presence, where it has built a solid reputation for being an industry leader in interactive content and viral campaigns that resonate with both consumers and potential clients.
Amul is a brand that has excelled in both quality and brand awareness by connecting with customers of all ages.
It has launched several viral marketing campaigns, including many that are not restricted to politics or national issues.
The Amul Girl appears in most of these advertisements with a superbly creative edge, and often punny catch phrases are found in most of these which made them the sensational talk of the town. Amul began by selling dairy products but has now diversified into selling various forms of goods, like chocolates, and entering the biscuit market later in the year. Amul is an example of how a brand can achieve excellence in quality while maintaining brand awareness among its customers at all levels.
Fevicol:
Ever wondered how an adhesive brand can become so recognizable and successful in branding? As soon as you think of Fevicol, those two elephants pulling a ball together with a yellow background come straight to your mind. And even for that matter, did any other brand or product at all come to our mind when we wanted to stick some material?
Pidilite industries, founded by brothers Balvant Parekh and Sushil Parekh, the brand had successfully taken over the adhesive industries in 1959 and has never looked back ever since. But how did this journey begin? With a simple direct marketing tactic. The Parekh brothers found an opportunity to develop synthetic glue in place of the natural glue which was used back then. And instead of selling the finished product through stores, they began approaching carpenters for sale. This bold plan got them to build trust and outscore competitors like Movicol which was an international adhesive brand.
Today, Fevicol has become a leading brand in India by leveraging social media to showcase its art.
Why should you transform your business into a brand?
It is essential to have a personality and values that correspond to the desires of customers.
This will give you an advantage over your rivals, who are likely to be less attentive to their customers’ wishes or unable to keep up with them. It makes customers feel that they are making the correct choice by selecting you.
If you have a long-term plan regarding where to place your brand in the market and a strategy to get there with a uniform voice and communication, you may begin to attract reliable customers and gain new ones.
That being said, it is essential to ask yourself: “What am I selling?” Your answer to this will be a key factor in deciding whether you are on the correct course toward creating a prosperous brand.
If you find yourself stuck in creating your corporate identity, Markitome is here to assist you.
We provide comprehensive digital marketing services to flaunt your business’s personality.
