Brand vs Branding – Understanding the Difference

Hi, I’m  Sarath Chandran, Managing Director and Chief Designer of Pigmento Solutions Pvt. Ltd.

I began my professional journey back in 2012, and since then, I have been privileged to work on over 22,000+ projects. Now, with Pigmento, I assist companies in establishing strong  brands and generating higher revenue through effective branding and marketing strategies.

Now, let's discuss something everyone owning a business must understand – the distinction between brand and branding.

What is a Brand?

A brand is not your tagline, color, or logo.It is the perception and feeling that people have of your company.

 Simple way to put it:

• Brand = What people think and feel about you.

Examples:

• When you hear "Apple," you associate it with innovation and high quality.

• When you hear "Nike," you associate it with sports, motivation, and "Just Do It."

That's the magic of a brand.

What is Branding?

Branding is the act of building and forming that brand.It's the intentional attempt to shape how people perceive your business.

 Simple way to put it:

• Branding = What you do to create and nurture your brand.

Examples of branding:

• Creating your logo and visual identity

• Developing consistent packaging

• Executing ad campaigns

• Crafting your tagline or slogan

• Providing great customer service

Branding is the action. The outcome of the action is the brand.

Why does this matter?

• A powerful brand fosters trust – Customers prefer brands they trust.

• A defined brand sets you apart – It distinguishes you in a competitive marketplace.

• Good branding builds consistency – Each touchpoint has the same voice.

• A strong brand fuels growth – Consumers purchase experiences and emotions, not things.

Conclusion

In an age where competition is fierce and customer attention spans are short, branding is not just an option – it’s a necessity. It gives your business direction, consistency, and personality, driving long-term growth and success. Ready to strengthen your brand identity? Explore our services at Pigmento Solutions and start building a brand that stands out.