Branding and brand identity are often confused as being the same thing. In fact, brand identity is part of branding which is name for the overarching process by which organisations influence customer choice about which brand they use.
A brand is the customers experience of an organisation.Gavin Birchall
Competition in every field of human endeavour is constantly growing and that leads to increased choice for customers. A strong brand is the most powerful tool that organisations have to encourage customers to choose them. Customers experience brands based on the cumulative effect of every aspect of their contact with the organisation. Brands have three main functions:
Navigation, reassurance and engagement.
Branding is the process by which an organisation influences the customers experience through a wide range of actions.Gavin Birchall
Branding is a long term marketing activity that has the potential to deliver equally long term viability and growth when executed well, consistently and with commitment. It is an investment in the future and focuses on understanding the customer experience and acting to enhance it. It is a process so there are some simple steps including:
Research, strategy, identity, application, management and tracking.
Brand identity is a set of tangible, sensory assets that characterise the customer experience.Gavin Birchall
Brand identity is what you can see, hear, smell, taste and touch in relation to an organisation. It frames the customer experience and when consistently and coherently applied as a system helps customers recognise the organisations work in a crowded marketplace.