Branding 101: Why does the difference between 'Brand' and "Branding' matter?
“Brand” is a Noun
A brand defines how your organization is recognized and remembered. At its best, your brand is an expression of the vision and values of your organization. It is the sum of all of your communications and interactions with your audiences. It is inherently strategic. It is more than a logo, tag line, or clever commercial.
“Branding” is a Verb
It is the array of internal and external communications that your organization creates in order to influence how your audience perceives and values you. Optimally, tactical communication are driven by strategy so that every touchpoint, word, and images are reinforcing your vision and values.