Brand is the entity. Branding is all the ways that the entity expresses itself, across all relevant touchpoints. People often get the concept of brand and branding confused.
EXAMPLE: D+E CONSULTING
This provider of human capital management technology consulting services worked with some of the largest organizations in the United States on complex software implementations. The company started from humble beginnings as a two-person team, and while they experienced exponential growth over the next 10 years, their brand did not evolve with the organization. As part of the brand development and branding effort, we established a new mark and a new corporate identity system to deploy the brand consistently in all marketing and communications circumstances.
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