There is quite a lot of talk about brands and branding these days, and we hear more than our fair share of it at Iconic Group. Part of a problem we’ve seen is that far too many so-called branding experts pontificate about branding as if it is an occult practice rather than a logical process. At Iconic Group, we believe in cutting through the mumbo-jumbo of brandspeak and getting to the point.
The confusion starts when people – many graphic designers are especially guilty of this error – use brand and branding as interchangeable words, a practice that reinforces confusion instead of providing clarity.
A brand is a thing (noun). Branding is an action (verb).