As a brand photographer, I absolutely love talking about branding; how to create a personal brand, and how to elevate that brand.
But without getting ahead of ourselves, let’s back up in order to explore the difference between your brand and your business.
Dictionary.com has this to share:
Business: noun 1. An occupation, profession, or trade. 2. The purchase and sale of goods in an attempt to make a profit.
Brand: noun 1. The kind, grade, or make of a product or service, as indicated by a stamp, trademark, or the like. 2. A set of distinctive characteristics that establish a recognizable image or identity for a person or a thing.
Translation: Your business is the operational entity, offering a service or products to a consumer. If you are doing a transaction, you are doing BUSINESS.
Your brand is the image or identity. This is achieved through reputation and connection. If you are creating an emotional connection, that is BRANDING.
Where as the business has a focus on sales (transaction = money for a good or service), the focus of your brand is to help ideal clients relate to you, preferably in a unique way. How do you want to be experienced? Remembered? What ideals do you want to embody?
If you’re not quite sure what your brand is, one way to figure this out is to ask yourself “What are you really selling? What are people buying from you, really?”
For example, if you have a catering company, your business is most likely in the set-up and delivery of food. But what is important about the way you do this work? What ideas are your customers buying into? Maybe it’s the importance of a community gathering, family celebrations, a healthy lifestyle, or an elegant experience.
While it’s true that you need a balance of focus on your business and your brand, here are three reasons why branding is key:
It’s never too early to start defining your brand. How do you want to be experienced by the people who work with you?
I am proud to walk alongside business owners to create strong brands through stunning images, and would be honored to join you on your branding journey!
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