The Difference Between a Business and a Brand

A lot of people think that one’s brand is already one’s business, but it’s more than that. A brand and a business usually go hand in hand. A brand is a combination of elements and attributes associated with a business that make up an experience about that business. It is whatever your prospect thinks of or perceives when they hear your brand name.
 
Brands consist of
  • products or services
  • feelings
  • logo, colors, and images
  • words they use
  • stories they tell
 
A brand may exist independently from a business. You can also have multiple businesses under one brand, just like Pfizer, Coca-Cola, and Johnson & Johnson’s. A business generally refers to an organization or entity that seeks profits by providing goods or services in exchange for a payment.

A brand is focused on connection. Businesses are focused on income.

A brand creates personal connection through its stories, images, design, color, and words. A business engages with the people by offering goods at a fair exchange price.

A brand gives personality to your business.

Your brand is the sum total of your customers' perceptions, notions and experience. It is the face, personality and the values espoused by your business, and everything in between.

People do business with people or organizations because they believe in them. Having a brand personality will make it easy for people to remember your business. 
 
A brand personality is a set of human characteristics that are attributed to your brand name.  How you shape a person’s perception of you is called branding.
 
When people get easily attracted to brands with the personality they like, they get curious about its business and want to get to know it more. One of the reasons businesses need branding is to help them get recognized more often and turn a stranger into paying customers.

A Brand provides value to your business.

A company with great branding will have an easier time getting employees to feel involved with something more than just a job. It also makes a customer feel like they are more than just buying a product or service. Branding could make people feel that they are part of something meaningful.
 
Branding will always be relevant to your business.  It appeals to emotions and builds relationships, thus provides value to your business.
 
People may see your brand for just a moment, but if it sticks out positively, there’s a great chance they’ll remember you, even if these people aren’t ready to use or buy your products or services just yet. If your branding has stuck with them and they’re ready to take the next steps, they’ll come back to you ready to do business!
About The Author
Nira Macaspac

Nira Macaspac

Nira is a brand strategist, startup coach and an advocate of women empowerment.
She is also an educator and a digital media publisher. She has worked as a content producer for different digital media publications in Asia and the Philippines such as Marketing in Asia, Manila Bulletin, StyleMNL, and When in Manila. She has coached several women about branding, personal and professional development. Visit her website at http://www.niramacaspac.com

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