There is a silver line between a business and brand — they’re not the same, and are to be approached differently.
The silver line is mainly on the strategies, how each is approached.
Business Strategy
Focuses on developing objectives, goals, vision and mission and how to achieve company goals, resource allocation.
The strategy also emphasizes on fundamental operations of the company — administration, HR, IT…
Brand
Focuses on defining the purpose, positioning, value-proposition, personality, & what the company wants to become.
want to bring into the market.
Brand strategy seeks to bring clarity mainly on the “why” question.
…why are we here, the change we really seek to make beyond a dollars.
Key Takeaway
– Brand building emphasize more on emotions than functional interactions.
– Brand is about how a customer chooses to feel about a company (values, personality, tone…)
– Business strategy is a drive that gives a brand the life tools to grow.