Branding is a crucial aspect for any business, whatever the size, but its significance is much more underscored when your business is still at its early stages.
As brand designer Walter Landor said, “Products are made in a factory but brands are created in the mind.” Creating a great brand starts with the right mindset of what branding truly is. Here are 5 branding myths that you should know and not believe in:
Myth 1: Branding = company name and logo
Firstly, the most common misconception is that your company name and logo already serve as your brand. The truth is that, while these two are essential in branding, they are merely representations of your brand.
What makes a brand is the entire brand experience: how do consumers feel about your business? Branding is a collection of touchpoints that make people remember your business beyond your company name and logo.
Myth 2: Branding = advertising
Branding and advertising are not one and the same. Branding is the identity you create for your business. Advertising, on the other hand, is how you portray that identity to consumers.
The two go hand in hand with each other. You cannot create successful ad campaigns without a solid branding strategy.
Myth 3: Having a perfect product is enough
This myth is especially true for businesses that are just starting out. Having a great product that’s appealing to your target audience is, of course, important. However, without proper branding, your product won’t be as memorable nor as effective.
What makes a product or service stand out is the whole branding experience: the emotions they invoke, the ideas behind your product/service, the message you want to resonate with, and much more.
Myth 4: Consistency in branding is key
In today’s era dominated by social media, flexibility is the new consistency. So many brands have failed to make an authentic connection with their audiences simply because they take the same approach on all social platforms: using exactly the same appearance, the same messaging, etc.
The thing is, each platform appeals to different kinds of audience segments. For example, a more professional branding identity is pertinent for LinkedIn, while a more laid back approach can be done on Facebook or Instagram. Instead of doing everything consistently in your branding strategy, it’s best to maintain a few core elements while being more flexible in adapting your message and identity depending on the context and platform.
Myth 5: You are in full control of your brand
As a related point to the previous myth, flexibility as a whole is important in creating a good brand — you are not always in full control of how your branding should go.
The truth is that consumers largely shape your brand. They can positively contribute to your brand identity, but at the same time, they can also negatively influence it. For example, World Nutella Day isn’t exactly Nutella’s idea; it’s a holiday started by their fans. The key is to listen to what customers feel and say about your brand, and then use both positive and negative feedback as a way to make your brand even better.
Myth 6: The marketing department is the only one responsible for branding
Aligned with Myth 5, the marketing and advertising departments aren’t the only ones responsible for branding. While they may be the gatekeepers of how your brand is portrayed to the public, they are not the sole keepers of your brand.
A good brand embodies the whole organization: from the front-liners, salespeople, customer service, admin staff, etc. As mentioned, branding is all about the branding experience, the people behind your business, and how everyone in your business upholds your business’ integrity and identity are the driving forces that define your brand.
Myth 7: Branding is expensive and is only for huge businesses
Lastly, there is a common notion that branding is reserved only for huge businesses, and this stemmed from the idea that branding is perceived to be expensive.
While you indeed need time and money to invest in your branding collaterals, the essence of branding lies in the overall experience: how you treat and address your target audience, how your employees feel about your business and your products, and how they radiate this to customers, etc.
The truth is that all businesses, especially startups, need branding. Sometimes, establishing your brand may just be a matter of improving how you approach things internally to make the whole branding experience better.
Wrapping it up
No matter how big or small your business is, branding is crucial for success. With these myths and their respective truths in mind, you now can have a good headstart in taking the first steps towards a solid branding strategy. To learn more about branding and digital marketing, head on to https://www.ilfusion.com/blog.