Understanding the Difference Between Identity Design and Branding

When we talk about building a brand—be it a restaurant, professional service, or any type of company—, it’s crucial to distinguish between identity design and “branding.” More and more I see social media influencers or pundits establishing that there is a difference, then marching on to exacerbate misconceptions. While the two are interconnected, they operate at different levels within a company. Identity design is the visual and verbal communications of a brand, but branding encompasses the entire ethos of an organization, influencing every part of the business—from marketing to human resources and operations.

First, I want to reiterate a common phrase I seem to repeat more often than I care to acknowledge: Brand strategy IS business strategy. The brand is the company and the company is the brand. They are not different. They are not separate. They are one. (Note: In the CPG world, “Brand” is used to represent a product level brand like Ivory soaps, or Sprite. This can be confusing. For the context of this article, we’re speaking of the parent brand.)

Let’s dive deeper into these concepts and why a holistic approach to branding is essential for success.

Identity Design: The Visual & Verbal Manifestation of a Brand

Identity design is all about the visual and verbal that represent a brand’s Purpose and Product in a way that’s evocative of a unique suite of Personality traits. These include:

• Logo: The visual symbol of your brand.
• Color Palette: The specific set of colors that define your brand’s look.
• Typography: The fonts used in your brand’s materials.
• Imagery: The style and type of images you use.
• Graphic Elements: Patterns, icons, and other visual components.
• Tone of Voice: How a brand writes and speaks.
• Vocabulary: Words the brand uses, and the words it does not.

These elements work together to create a cohesive identity that helps consumers notice, recognize and remember a brand and what it represents. It’s the face and voice of the brand, the first impression that sets the stage for the brand experience. And the anchor that rapidly evokes all the meaning created across every interaction with the brand.

Branding: The Heartbeat of an Organization

Branding, on the other hand, goes far beyond the visual and verbal. It actually guides the identity and prescribes the intended “message” of all identity elements. Branding is about crafting and refinind a company’s core—from Purpose through Positioning, and every nook in between. When done right, a brand’s strategy guides all of the experiences and interactions that will foster a meaningful connection with an audience, or Patron as I call them, through consistency and authenticity.

Brand strategies, for which “Branding” is shorthand, aren’t created through interviews with company leaders alone. When that is the path, you simply are creating a Creative Brief (learn the difference between a Creative Brief and a Brand Strategy here.) For true strategies, primary and secondary research must be excavated and distilled. Strategists must find unique insights and pathways for the brand to establish a position in the market and in the mind of the Patron group.

With distilled research, strategists can then craft the following platforms that comprise a sound brand strategy:

• Patron: A coalition of Primary and Secondary audience groups defined by demographic data points and, even more importantly, projected traits that represent a desired state or view.
• Purpose: Why your brand exists. This is the driving force behind everything you do. Should be tied to a behavioral driver derived from Patron insights.
• Principles: The fundamental beliefs that guide your brand’s behavior and decisions showcasing the Purpose in action.
• Personality: The unique traits that define how the brand acts, sounds, and looks.
• Position: Where the brand sits in relation to competitors. Usually a statement intended to establish a unique market niche.

Branding is the overarching strategy that guides a company’s actions and decisions. It influences every department and every aspect of your business. It is not solely activated from a creative endeavor.

Why Branding Must Affect Every Part of the Business

The best brands leverage this strategy to affect changes to procedures, hiring, training, and outward communications across every department. It is used to define and refine every customer experience from physical to digital. To be effective, branding must permeate every part of an organization. Here’s why:

1. Consistency: Consistent messaging and experiences build trust with your audience. Whether a customer interacts with your marketing materials, your website, or your employees, they should have a cohesive and seamless experience.
2. Alignment: When your brand’s purpose and principles are clearly defined and communicated, it aligns everyone in your organization. This alignment ensures that every team member understands and embodies the brand, leading to a more unified and effective company.
3. Customer Loyalty: Strong branding creates emotional connections with customers. When customers feel connected to your brand, they are more likely to become loyal patrons and advocates.
4. Competitive Advantage: A well-defined brand sets you apart from the competition. It gives you a unique identity and a compelling story that resonates with your audience.

The Pitfalls of Focusing Only on Identity Design

Many designers, even those who talk about strategy, often focus primarily on how the strategy affects design. This limited view can lead to several issues:

• Visual Overload: Without a strong brand strategy, identity design can become a superficial exercise. It may look good, but it lacks depth and meaning. Instead of representing the brand, it represents a style that leadership likes which could miss the mark with patrons.
• Inconsistency: Without a guiding brand strategy, different parts of the organization may present the brand inconsistently, leading to confusion and mistrust among customers.
• Short-term Impact: A visually appealing identity may attract attention initially, but without a strong brand foundation, it’s unlikely to build lasting relationships with customers.

Brand Strategy is Business Strategy

At the heart of this discussion is the principle that brand strategy is business strategy. Your brand is not just a marketing tool; it’s the core of your business. Here’s how to ensure your branding efforts are fully activated within your organization:

1. Understand the Patrons. This isn’t about leadership or you. It’s about the people that the company intends to attract. A full understanding of the behavioral drivers of those people is paramount in crafting a strategy to relate to them. Don’t just define them. Understand them.
2. Define the Purpose and Principles: Clearly articulate why the brand exists and what it stands for. This will guide all decisions and actions.
3. Communicate Internally: Ensure that every team member understands and embodies the brand. This includes training, internal communications, and regular reinforcement of the brand’s values.
4. Activate Across Departments: Branding should influence every department, from marketing to HR to operations. Each department should align its activities with the brand’s purpose and principles.
5. Measure and Adjust: Regularly evaluate how well the branding efforts are working. Use feedback and data to make adjustments and ensure continuous improvement.

A great way to get the ball rolling on research and strategic development with team is to use Archetype workshops using cards like this, and Personality trait workshops using cards like these.

Actionable Steps

To fully activate your branding within your organization, consider these actionable steps:

• Workshops and Training: Conduct workshops to educate your team about the brand’s purpose and principles.
• Brand Guidelines: Develop comprehensive brand guidelines that outline how the brand should be represented visually and verbally.
• Internal Branding Campaigns: Run internal campaigns to keep the brand top-of-mind for your team.
• Cross-Department Collaboration: Encourage collaboration between departments to ensure a unified approach to branding.

In conclusion, while identity design is a vital component of a brand, it’s only the tip of the iceberg. True branding requires a holistic approach that influences every part of the business. By fully activating a brand strategy, you’ll create a powerful, cohesive brand that resonates with customers and stands the test of time. Remember, brand strategy is business strategy. Embrace it fully, and watch the brand—and the business—thrive.