Hereafter;

branding
Branding is the process of building a personality for your brand by defining the why/what/how and creating the logo, colours, typography system and functional collaterals/merchandising.  

strategy
Brand strategy is the process of devising a framework determining who your focus audience is, how you position yourself in your target market and what sets you apart from competition. 

Both aspects go hand-in-hand. We deliver a comprehensive brand guide at the end of our work.