Most business owners when asked about their brand – actually think first about their branding (the visual aspects of how the logo, fonts, colors work together). The company’s brand is so much more that that. Your brand is more about what you stand for, how you chart your path, and how your customers perceive you.

Your brand is your reputation — the intangible way people think and feel about your business. Branding is the process of intentionally shaping that reputation through design, messaging, and your customer experiences. One is the destination; the other is the journey.

To dive a little deeper into the distinction between Brand and Branding, I read an article by Samantha Temple Neukom, writing for Marketing Profs. In her article several things stood out for me, in particular:

[1] Branding with a brand is just decoration.

[2] A brand without branding risks inconsistency.

[3] Long term trust depends on Brand and Branding.

Read the full article here: Brand vs Branding