6 common misconceptions about branding

Whether you are starting from scratch, doing a refresh, or an overhaul, branding can mean many different things to many different people. And while we would never say that you have to stuff your definition of branding into a box so it matches everyone else to a T, you may need to re-evaluate your definition based on what it isn’t.

For many, branding is so much more than what they think it is, and for others it is a bit less. Regardless of where you are at, here are six common misconceptions about branding.

Branding = Logo

This is probably the most common misconception of the bunch. When people talk about branding or re-branding, more often than not, they think this means hiring a graphic designer and creating a logo (or putting together something DIY). Your logo is definitely a part of your brand, but think of it as the visual representation of your brand. It is the public-facing identifier that you want associated with your brand story – something your audience can remember you by.

It will come about organically

While it’s true that your brand will likely evolve over time, you need to work to get a foundation in place. This means knowing who you are as a brand – what is your story? Who are the stakeholders? What makes you tic? You need to go to your target audience with a concrete brand that they can connect with, otherwise, it can be confusing.

It’s a one-time project

New brands are created every day. A brand that was created 20 years ago may not have the same pull as a brand that was created a month ago in terms of relevancy for the audience and within the industry. You need to monitor how your brand is perceived and refresh as necessary. As mentioned above, you need to build a great foundation at the beginning. That way if you do want to change, it makes it easier to define your new brand for your audience. If you just create it and then let it ride without another thought, chances are you aren’t putting enough long-term care into your branding.

You can’t afford branding

There are large corporations that spend millions on their branding, it’s true. However, you can also work within the confines of your own budget. If that weren’t true, then there would be a lot of small businesses running without branding. Your brand represents your promises and your relationship with your customers. Focus on how you want to be perceived and develop your brand that way. In terms of visual representation of your brand (logo, website, etc), the most expensive is not always the best. Find a supplier that you are comfortable with and who “gets” your branding.

Marketing is branding

Your brand story is the sum of all the parts of your business put together. Marketing is how you choose to tell your story and to whom.

Branding = influence

Yes, you would like to become an influencer in your industry, but the main focus for you should be building relationships. These relationships are based on whether your audience trusts your brand, not whether you can influence or manipulate them. Consumers are not so quick to trust brands if they feel they are being manipulated in any way. Similarly, if you think that branding is simply trying to influence your audience’s decisions you will find yourself in a rough spot. You can’t tell people what to do, but you can connect with them and build trust.