BRAND VS. BRANDING

The word brand is thrown around all over social media. But what is a brand, and do you need one?

A brand is probably one of the most misunderstood words in an entrepreneur’s vocabulary. When we see one, we all know a brand but aren’t sure how to describe it to a stranger when asked.

Often confused is what a brand vs. branding is. So let’s dive in, shall we?

Let me put it. Your brand is how people describe you, your business, your client services, your team, and how it feels. If you don’t tell that story first, you set your business up for failure. Think of your brand as a resume. What’s your objective? Your experience? What skills do you have? How can your special sauce add to someones else’s life? What ARE you?

If you walk into a job interview with a blank piece of paper and hand it over, the interviewee can decide what you are, what you can do, and how much to pay you. Not a great first impression, right?

Creating your brand is like walking into an interview with your Sunday’s best on, having your cover letter, resume, and a list of references ready to go. Then walking out with the job and a signing bonus.

Sounds great, right?

Summary: A brand is a thing (noun).

Now branding is how people connect the dots…

Branding is an action (verb).

Branding is the act of creating a brand. The process involves positioning your business or product in the market (carving out your place), devising brand strategy (how you will reach your goals), creating your name (your verbal identity), designing corporate identity or product identity (your visual identity), writing brand messaging (verbal and written tone), and setting brand standards (how you keep your brand consistent and strong).

Think of it this way. It’s the music (or podcast) you listen to on your way to work, the suit you show up in, the briefcase you carry on your way to your desk, the chit-chat you make with other co-workers before the am meeting, the tone of your emails you’re sending throughout the day and the bar your stop by for happy hour after work.

Then it’s how your co-workers describe you when asked about your performance.

Who you are got you the interview (Brand).

What you do, how you carry yourself, your skills, and your expertise got you the job (Branding).

So to answer your question, yes, you need a brand and branding! But once you establish your brand, the real work goes into play. Branding is how you express your brand in the public eye.

It’s how you just nailed your dream job!