- Hey folks, welcome to this video
on brand, branding, and brand identity,
where we're going to
look at the three terms
and get a good handle on
what they actually mean
because from my
experience, many people use
those three terms interchangeably
when they shouldn't.
So let's jump into the
first one, which is brand.
Now the word brand can be
described in many ways,
but I like to use the term that
Marty Neumeier came up with.
He's the author of the fantastic book
called "The Brand Gap."
I like Marty's explanation
so much that I've
actually copied the pages
and stuck them onto the wall of my office
so that when clients
visit, I can show them
what exactly it is that I'm
trying to help them with,
when it comes to brand.
Here's what Marty says, "A
brand is a person's gut feeling
"about a product, service, or company."
So you can see from that statement
that a brand is not a logo,
as many people believe.
It is more intangible than
that, it's an emotion.
It's a feeling that people
have about your brand.
In addition to Marty's
gut feeling statement,
he also says, "A brand is
not what you say it is.
"A brand is what they,
the customer, says it is."
So what he's saying is
you cannot tell people
what your brand is, what it should be,
how they should feel about it,
because they will make their own decision
and their own judgement 
on the interactions that
they have with your brand
or what other people have told them
about the interactions
they've had with your brand.
So although we can't specifically
tell people what to think,
we can influence them,
and that's where branding comes in.
It is through branding that we
create positive interactions
and experiences for our customers,
and these are what build
that trust and loyalty
and that gut feeling
that the customer has towards your brand.
Branding is used to show your uniqueness
when customers begin to
compare your brand with others,
and to do that, your branding needs
to utilise different elements,
and these can be found
in what's known as your brand identity.
Where brand, as we've said, is
that intangible gut feeling,
your brand identity is the
visual, tangible element
of your brand.
These are things such as your logo,
colour palette, your website,
how you communicate with your
customers, your tone of voice,
brochures, advertisements, and so on.
Where you have a brand touchpoint
with a customer, your brand
identity will be in play.
When customers see your brand
identity working cohesively
and consistently together,
hopefully, that builds on
that positive experience
that we want to give them.
You need to continually nurture
that positive experience
so that customers will continue
to come back again and again
and also, hopefully, to
recommend your brand to others,
because when it comes
to buying from brands,
one of the first things
that we all do is we ask
friends, family, work colleagues,
who have they purchased a
specific product or service from
and who would they recommend?
So by building up lots of loyal customers
or brand advocates, they will
do a lot of the heavy lifting
for the brand.
They will be that referral for you,
and then when it comes
to your brand identity,
that will be the visual icing on the cake
that lets those customers
know they've landed
on the right brand for them.
So to recap, here are the three things
that you need to know.
Brand is what customers
feel and think about you,
branding is the process
of influencing a customer's
perception, their gut feeling,
of your brand,
and brand identity is the
look and feel of your brand.
Hope this video has cleared up
the three definitions for you.
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