January 15, 2024

Understanding Branding, Brand Identity, and Logos

Étienne Giroux-Paquet

Understanding Branding, Brand Identity, and Logos

Term Description
Brand Distinctive perceptions, ideas, and feelings associated with a business.
Branding The active process of shaping consumer perceptions and communicating a brand's essence.
Brand Identity Tangible elements like logos, colors, typography, and voice that visually represent a brand.

In the ever-evolving world of business, creating a recognizable and trusted image is paramount. This is where branding, brand identity, and logos come into play. Let's dive into these crucial concepts and understand how they shape the success of businesses, with a focus on Termas Designs, a creative branding agency helping tech startups and food & beverage companies make more sales.


The power of a recognizable and trusted image cannot be overstated. It's the foundation upon which businesses build their reputation and gain customer trust. But first, let's clarify some terminology:


A brand isn't just a logo; it encompasses perceptions, ideas, and feelings associated with a business. It's what sets one business apart from another.


This is the active process of shaping consumer perceptions. It's how you communicate your brand to the world.

Brand Identity

Brand identity is the tangible expression of your brand. It includes elements like logos, colors, typography, and voice. It's what makes your brand visually and emotionally appealing.

What is a Brand?

A brand is like a fingerprint—unique, distinctive, and easily recognizable. Think of well-known brands like IKEA, known for its minimalist yet functional designs. The moment you see that blue and yellow logo, you instantly recognize it. That's the power of a strong brand.

What is Branding?

Branding is an active endeavor. It's about crafting a deliberate and cohesive strategy to shape how consumers perceive your brand. Termas Designs, for example, understands the importance of this process. They specialize in helping tech startups and food & beverage businesses stand out in the crowded marketplace.

What is Brand Identity?

Brand identity comprises the tangible elements that represent your brand. These include logos, color schemes, fonts, and even the tone of your brand's voice. It's like the face and personality of your brand.

Building a Strong Brand Identity

Termas Designs serves as an excellent case study. They work closely with their clients to ensure a cohesive and distinctive brand identity. For startups, this can mean the difference between blending in and standing out.

Consistency is key. Whether it's the sleek lines of a logo or the choice of color palette, Termas Designs understands that every element should reinforce the brand's identity.


The cumulative impact of brand identity on brand perception cannot be overstated. Termas Designs, with their expertise in branding and design, plays a vital role in helping businesses establish themselves in competitive markets.

In conclusion, understanding the differences between brand, branding, and brand identity is essential for any business looking to make a mark in the digital age. Just like how IKEA's distinct brand identity sets it apart, your brand identity can be a powerful asset.

Remember, it's not just about a logo; it's about crafting an identity that resonates with your target audience. That's the secret to success in the ever-changing world of business.

Frequently Asked Questions

To address some common inquiries people have regarding branding, brand identity, and logos:

What is brand identity and logo? Brand identity encompasses logos and more. It's the visual and emotional representation of a brand.

Is a logo important in brand identity? Yes, a logo is a crucial element of brand identity, but it's not the only one.

What is the difference between a logo and visual identity? A logo is a part of the visual identity, which includes other design elements like colors, fonts, and imagery.

Why brand identity is important? Brand identity helps businesses stand out, build trust, and connect with their audience.

What is Apple brand identity? Apple's brand identity is known for its simplicity, elegance, and innovation.

Remember, in the world of branding, brand identity, and logos, it's about crafting a unique and memorable image that leaves a lasting impression.

Étienne Giroux-Paquet
I help startups and business owners make lots more sales with Branding & Strategy.
About me

Build Your Dream Brand Today in 3 Simple Steps

1. Create Strategy

Create a clear and compelling story about your brand that will emotionally connect with your audience.

2. Design

Design a reputable and trustworthy brand that will draw your audience choosing you over your competitors.

3. Build Brand Equity

Execute on a strategy that will enable you to connect with your ideal audience, meaning more sales.

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