From Business to Brand: What’s the Difference?

Introduction

A business sells products or services, but a brand? A brand makes people feel something. It’s what keeps customers coming back—not just for what you offer but for who you are.

In this first part of our series, we’re exploring what makes a brand different from a business—and why it matters if you want to stand out in today’s crowded market.

Curated Section

Here are a few resources to deepen your understanding of branding:

• Stat to Consider: 89% of shoppers stay loyal to brands that share their values. (Source)

• Quick Watch: What Makes a Brand Memorable? by The Futur—practical, bite-sized advice on branding.

• Book I Love: Start With Why by Simon Sinek—perfect for uncovering your brand’s deeper purpose.

These resources highlight one truth: businesses sell, but brands connect. Let’s explore how to make the leap.

Main Content: What Makes a Brand, Not Just a Business

1. A Brand Has a Clear Identity

Think of a brand like a person. It has a personality, a voice, and a look that make it instantly recognizable. A business can be faceless, but a brand is someone customers want to be around.
Action Step: Define your brand’s mission, vision, and values. These are your “why” that customers will connect with.

2. A Brand Builds Emotional Connections

Brands create feelings. Apple inspires innovation, Nike motivates greatness, and Coca-Cola taps into happiness. A business might sell a product, but a brand sells a story.
Action Step: Identify the emotions you want your brand to evoke. Craft your messaging to reflect those feelings.

3. A Brand Delivers Consistently

From the logo to the customer service, a brand shows up the same way everywhere. This builds trust and reliability, which businesses often overlook.
Action Step: Audit your brand touchpoints (website, social media, emails) to ensure a consistent look and feel.

4. A Brand Stands for Something Bigger

Customers today want more than products—they want to support brands that align with their values. Whether it’s sustainability, diversity, or innovation, standing for something matters.
Action Step: Pinpoint the causes or values your brand supports and weave them into your messaging.

The Big Picture

The difference between a business and a brand comes down to connection. A business might get the sale, but a brand earns loyalty—and that’s what lasts.

Outro

Excited to start building your brand? I’d love to hear your thoughts: What’s the biggest challenge you’ve faced in making your business feel like a brand? Hit "reply" and let me know.

Looking for more inspiration?

• 10 Steps to Define Your Brand’s Identity

• How to Audit Your Brand Messaging for Consistency

Stay tuned—next week, we’ll dive into the power of brand storytelling!

Poll

How did you like this newsletter?

• GREAT

• OK

• BAD

Your feedback is the heartbeat of this series. Thank you for reading!