Brand vs Branding

Brand vs branding |

I have been receiving a lot of requests lately from small businesses who are in search of “a logo”. A lot of these requests state that they are solely looking for a logo because they want to get off the ground fast or “don’t need a full branding package just yet”.  As much as I love any request that comes in and try my best to meet the needs of all my clients, this is one request where I simply cannot fulfill. It is not because I do not want to work with these companies or requests, it is because branding is SO much more than just a logo and if a client is simply in search of “just a logo”, we will not be a good fit for them. 

So, let’s talk about it… why is a brand and branding so much more than just a logo? To start this topic we should discuss the elephant in the room… brand vs branding. I prefer to keep this topic short and simple. 

Branding Example |


Your brand is how customers and clients perceive you. It entails everything from your customer service, the way people feel when they see your company on social media, how your products make them feel… everything. I believe that your overall brand is subjective and emotional depending on who you are talking to and what interactions they have had with you. 

Now branding on the other hand is the process of defining what you want people to think + feel, and telling YOUR story. This does NOT just include your logo, branding kit, social media branding, etc., it includes everything from who you are, what story you want your clients to know + how you portray that. It is the strategy behind your brand and I believe a major part in this strategy is your story. Your story is what makes your company authentic and unique to your clients and allows people to connect with you. Obviously, as a small business branding company we believe that a strong branding strategy has a well-designed brand kit… but we also understand that a brand kit is not going to make a good brand or product. 


If you are still asking the question “why can’t we just create a logo?” let’s talk about it! A logo is just a PART of the overall brand. When we are start the creative process of branding with a client our first step is client homework. This entails the client sitting down and thinking about their branding strategy + how they want to be perceived from their clients. We want to know their story, what makes them unique and different from their competitors so we can create a brand kit that is authentic to their story. 

We take pride in not following the trends to create a brand, but digging deep into the story and authenticity of our clients to create something that will last. So when we get approached with the question of solely wanting a logo to ‘throw up on a website’ we know that we might not be the best fit for that client. Our branding kits are investments and something we are very passionate about so we want our clients to be fully committed to the process, not just looking for a quick fix. 

Brand vs branding |

Still have questions about your brand or need help with your branding strategy? Please reach out + ask! We love starting this discussion with small businesses and helping you develop your unique strategy. 

Interested in hearing more about our branding kits? Feel free to check out our recent projects + fill out our branding request form to get on our books! 

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