7 Branding Myths to Avoid
Branding can be a daunting task as a small business owner. You got into the business to sell an amazing product that you love, but now you’re being told you need to create a ‘brand universe’ that ‘resonates’ with people?? The unavoidable truth is that branding matters. Why? Because your brand is what makes you unique, what attracts your dream audience to buy in the first place, and what keeps them buying and telling their friends.
So to help demystify the branding game a little, we are busting some myths to set the record straight and help you on your business journey.
1. branding is just a logo
Ok, this one’s a common one. One of the biggest industry myths is that branding is only about your logo. And it’s an understandable misconception, because a brand’s logo is generally their most recognisable asset. But while a logo is undeniably an important visual element, branding encompasses much more than this graphic alone. It includes the overall perception and reputation of a company, the values it stands for, its messaging, customer experience, visual identity and more. That’s why at Freckle we don’t offer logo design in isolation, because it needs to be seen as part of a bigger picture.
2. branding is only for big companies
Some people believe that branding is only necessary for large corporations with big budgets. But building a strong brand is an essential component of any business, regardless of size. Both large and small organisations can leverage branding to create a unique and differentiated identity that resonates with their target audience. And particularly when you’re not a household name with cash to burn, speaking to the right people with the right message and the right visuals is even more crucial to growth.
3. “if the product is good it will sell itself”
Ok ok, so chances are, you have a one-of-a-kind product and sure, maybe you’ve developed some kind of cult following. But by investing in a killer brand, we’d wager that you could take your product even further. Whether you’re looking to hit the supermarket shelves, establish brand partnerships, or simply create some social ads to boost online sales, getting the product out there requires a brand. So if you want to be less reliant on word of mouth, and open up additional marketing opportunities, creating a brand is essential. (And p.s., it doesn’t mean you’ve sold out or become a corporate machine! When done right, your brand should be a reflection of your values and vision).
4. Branding is only about aesthetics
While visual elements like logos, colours, and typography are important components of branding, they shouldn’t be the sole focus. Branding is about creating a meaningful connection with your audience and pretty palettes can only get you so far. By establishing solid values, a clear personality and vision, you’ll be able to evoke a deeper emotional connection through your brand identity, messaging, and experience and attract an audience who resonate with your brand on deeper level. A three-dimensional brand that has a clear tone of voice and knows who it’s talking to and what it stands for, with have greater authenticity and longevity than a brand built on flimsy foundations.
5. Branding is solely the responsibility of the marketing department
Branding is solely the responsibility of the marketing department: Effective branding involves everyone in an organisation, from the top leadership to front-line employees. It is not solely the responsibility of the marketing department but requires a company-wide commitment to delivering a consistent brand experience.
6. branding is only about external communication
While branding does involve how a company communicates with its target audience, it also encompasses internal culture and employee engagement. A strong brand is aligned with the company's values and is lived and reinforced by every member of the organisation.
7. branding guarantees immediate success
Building a strong brand takes time and consistent effort. It is not a quick fix for business problems or a guarantee of immediate success. Branding is an ongoing process that requires investment, adaptability, and a deep understanding of your target audience.