BMI
Updated: 3/10/2020
BMI
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Storyboard Text

  • Our branding? I think you might be a bit confused. Let me explain the difference between brand and branding.
  • Hey Jack! Have you received a copy of our new branding?
  • The word branding is a verb that describes the process of creating your brand. This includes your position in the market, your visual brand identity, brand messaging, product identity, & setting brand standards. Branding is how you communicate your brand message to the consumer base that you are trying to reach.
  • The word brand is a noun, and it is the result of your branding efforts. It represents who you are, what you do, and how you are perceived. To sum it up, it is the DNA of your company, or the reputation of your company, and it represents the emotions people feel when they come across your brand.
  • Examples of branding include: creating visual identity (logo), your product identity, verbal and written tone. The branding process should not have to be undertakenfor 10-20 years after it has been completed.Examples of brand include: Ralph Lauren's brand is good taste and status, Apple's brand is hip innovation.
  • Exactly! There is also something extremely important that you should always remember.
  • Oh, I think I'm starting to understand what you mean.So branding is the process of creating a brand, while a brand is the end result of branding and is amarketing tool.
  • It means that you absolutely must establish the clarity of yourbrand messagebefore you even startbranding.
  • You can NOT do branding without a clear brand identity!
  • Well what doesthat means?
  • It's my pleasure!
  • Of course, thatmakes complete sense! Thank youfor your explanation Jack.
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