What’s the Difference between a Brand and Identity?
A friend of mine who has been a part of our industry for over twenty years but is relatively new to its creative aspect was recently asked to give a presentation to a large organisation about their brand development. Despite having no formal design training he seemed confident he could deliver the presentation. That said, the day prior to him going on stage, he phoned me looking to clarify the difference between a brand and an identity. Leaving aside his brass neck for one minute, one can easily understand how he could easily be confused. It seems that a huge amount of companies have jumped on the ‘brand wagon’ of late. Ouch! There are brand masters, brand builders, brand innovators, brand identity specialists, brand strategists and with Wally Olins new company Saffron consultants there’s even a brand new world. So what is the difference between a brand and identity?
The dictionary explanation of a brand and identity are as follows:
Brand:
01. A type of product manufactured by a particular company under a particular name.
02. An identifying mark burned on livestock or criminals or slaves with a branding iron.
Identity:
01. The fact of being who or what a person or thing is & the characteristics that determine this.
Creative agencies adopted the term brand to help explain the opportunities and potential for their clients. For me it simply divides into three sections. First is your logo; which is an identifier for your organisation. Second is your identity which is the look of your company i.e. stationary, signage, adverts, packaging, website, brochure, etc. And finally your brand. This is a lifestyle or product you can relate to, or have an emotional attachment with. In summary, logos are designed, identities are created and brands are built.
An example would be the Mont Blanc brand. Mont Blanc has a very recognisable logo and an identity with a very distinctive presence. However, Mont Blanc are not only selling pens they are also selling a brand and by purchasing one of their pens you are welcomed into the Mont Blanc brand. It’s almost like being welcomed into an exclusive club. The packaging, the booklet, etc. you receive when purchasing the pen are elements of the identity and also an integral part of the brand.
Interestingly enough, the friend I mentioned, seemed to ease through his presentation and is now a brand consultant.
Bob Gray
Design Director
June 2009
