Understanding the Difference Between Your Business and Your Brand

So, you’ve got a business. You’ve got a logo, a website, and maybe even some branded tshirts with your logo on, But wait, did you know your business isn’t the same as your brand?

Let’s break this down. I want you to imagine your business as a coffee shop. You’ve got your espressos, lattes, cappuccinos, ( your products and services) and let’s not forget the trendy matcha lattes and nitro cold brews (pricing) and of course if you cannot forget the cakes ( your profits) These are all the tangible things, the stuff people pay for with their money, not the stuff they pay for with their hearts.

So your business is the operation, the what, where, and the how for example. “I sell coffee” or “I run a coffee shop”. But a coffee shop is just a coffee shop right?

So What is My Brand?

So if your business is the coffee shop, your brand is the vibe. It’s the music you play in the background of that coffee shop, the way you decorated the inside, the way you write quirky little sayings on people’s coffee cups that people are like this is so their thing. Your brand is your personality, the connections you make as a barista, your unique way of saying, I don’t just sell coffee for money, I do it to make people’s day better. I do it so when people are having a hard time they can come here to unwind and forget their troubles, I sell coffee to provide a memorable experience for my customers.

Your brand is the reason why your coffee shop is more busier then the coffee shop down the road, even if you charge more for coffee. It’s the reason why people only go to your coffee shop over every other coffee shop even if it’s out of their way, travel wise. It’s the trust and loyalty you have with your customers. It’s the experience people have when they interact with your business and ultimately the reason why people buy what you are selling.

Let’s Sum It Up

Your business is what you sell, it’s the operation behind everything, your profit, your sales, how you do what you do. Your brand is who you are. So while your business might be the coffee shop, your brand is the aroma. It’s what keeps people coming back for more, even when they could get a cheaper, less-aromatic cup down the street.

When you build your brand, make the connections, build that fan base, you can watch your coffee shop become thee coffee shop, the talk of the town if you like, which then evidently grows your business. If you’re still confused just remember your business is the coffee shop and your brand is the Aroma and they go together like Batman and Robin. 😉