"Communications is the art of engaging audiences (nowadays, stakeholders) through words, images, and symbols in multiple formats (media) to deliver information that can generate awareness, influence perceptions, encourage dialogue, drive behaviors, motivate actions, gain alignment, and secure trust.
Branding is the art of delivering experiences -- visual, physical, tactile -- that create an emotional response to the organization in the hearts and minds of its stakeholders. This can include communications, inasmuch as messages support the brand expression; however, the brand lives or dies by the way it is represented through organizational actions, performance, processes, and systems.
No amount of communications can rescue a brand drowning in organizational incompetence. But when mixed together skillfully, communications and branding create a powerful concoction called reputation equity. As communicator or as brandist, we are only as good as the reputation we are building."
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