Even tenured marketers and entrepreneurs still have gaps in their knowledge and have misconceptions about branding. The work needed to create a brand identity is not restricted to making a logo, picking a theme for your website, or choosing a font face for your collateral.
A powerful brand strategy goes beyond what the eyes can see. Though, it is important to have captivating and artistic visuals but that’s not all branding is about. A brand identity is about breathing life to your name and humanizing your business so it becomes more relatable to consumers.
So we’re debunking the myths and putting an end to all misconceptions about branding and why you should embrace its benefits wholeheartedly.
It’s Not Just About How You Look
Powerful visuals and designs are important to capture your audience’s attention and make you stand out. But one of the biggest misconceptions about branding is that your visuals cannot make up for unsatisfied customers alone. Even if you exert so much effort in making your posters pretty, designing a unique logo, and producing amazing videos, it won’t repair damage done by bad reputation from bad customer experience.
Branding should also reflect on your voice, your attitude towards customers, your values, your community, and your goals. Think of your brand as a human being and ask yourself, what type of person are you most likely to trust to help you with your problems? What personality do you relate to the most? What mindset attracts you?
Creating a brand should include planning and research on what you want consumers to think about you whenever they encounter your name in ads or social media. It should cover all aspects of your business from customer service, to business partners, and your very own staff. It should be something that reflects not just on your website or print collateral but also on the way you communicate and the way you project yourself in public.
It’s Not Just for Corporations or Big Businesses
Yes, it is true that global corporations and huge companies do take their branding and branding strategy to the next level but that’s because they have a massive amount of loyal customers to take care of. Even the tiniest scratch on their brand name can affect their status in the market and hurt their bottom line on a much grander scale.
But that doesn’t mean small businesses shouldn’t take their branding seriously. Like these corporations, you are also in the public eye. You may not have an audience size in the millions but the fact remains that you have a following. You have customers. And if you want those customers back and most importantly, bring their friends, you’d want to give them the best experience with your brand.
Feeling like your budget is not enough? Don’t. You’ll be surprised how modest budgets can do wonders for your brand.
It Does Affect Your Sales
Advertising and marketing work to attract customers to your business. While branding builds trust and loyalty between you and your customers. Countless studies have shown how most businesses gain most profit from repeat customers and referrals they get from such loyal customers.
But It’s Not Advertising
If we place branding in context of romantic relationships, strategizing about branding is like finding ways to keep your partner interested. Branding helps build loyalty, establishes trust between you and consumers, and keeps your customers happy.
Advertising and marketing, on the other hand, work more effectively in attracting new leads. If you want to sell more units, then launch more ad campaigns. If you want to retain customers and always be their first choice, work hard on your brand strategy.
It Should Not be Defined By Trends
Trends come and go. If you based your branding on current trends, it might confuse your customers. Not to mention you’ll be misaligned with your core values.
Trends change all the time and depend on the generation that appreciates it. If your products benefit the older generation vs young ones, riding on trends will completely side track you from your target market.
It Should Be Timeless
If you want customers to trust you, you want your brand to appear like it can weather any storm. Your brand should be timeless because timeless means dependable.
In a Nutshell
These are some of the misconceptions about branding and what makes branding more important and complex than most of us think.