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While we all agree there is a core difference between the two, many (most) business owners or business managers don`t. Trying to reach them can be challenging when faced with "we`re too small to have a brand" or "what is branding?" passing their lips even before that first contact.

Yes, we want to educate our customers and future customers. We put a lot of effort towards that. However, educating customers often takes a captive (or at least attentive) audience, but which term do you see as grabbing better attention from non-retail businesses (from professionals to manufacturing)?

"Branding" is the business buzz-word that most of my new clients (large and small) seem to have heard most recently.  At least they have some understanding of the concept - from other business owners, business association presentations, magazine articles and television programs.

- J.

I agree. Its the most familiar and does require and explanation to undersand its meaning which I feel "identity" could from certain segment of the market.

I like Gold Shield.

Branding associates the corporate identity with a product that actually means something to the customer. The identity is only a way to find the company somewhere in the open market place.

Why would someone want to find a company without first knowing that there`s a reason they`re looking in the first place?