Debunking 7 Common Company Branding Myths

In every organization, no matter how large or little, branding is an essential element to consider. Its importance is magnified even more while your company is still in its infancy. However, there are plenty of false assumptions out there regarding branding and how to use it effectively.

Here are some misconceptions about branding that you should be aware of and avoid believing. 

1. Branding Consists Only of a Company’s Name and Logo

The most frequent misunderstanding is that a business’s name and logo serves as the entire branding concept. While these are key parts of a brand, they are simply manifestations of who you are and what you stand for as a company. How customers feel about your company is what distinguishes a brand across its whole brand journey. It is a collection of touchpoints that help consumers remember your business beyond its name and logo.

2. Synonymous with Advertising

Branding and advertising a product are not the same thing. Branding is the identity that you provide to your company, reinforced at every touchpoint throughout the customer journey. On the other side, advertising is how you represent your identity to customers. The two are inextricably linked to one another, but they are not the same. Without a strong branding strategy, it is impossible to develop effective advertising campaigns.

3. An Excellent Product Will Sell Itself

This misconception holds in particular for companies who are just getting their feet wet. Having a fantastic product that appeals to your target audience is essential. However, you won’t meet your sales goals if it isn’t branded and advertised properly. Why? It’s simple—it won’t be remembered!

One of the most distinguishing characteristics of a product or service is the whole branding experience. It should have the emotions they elicit, the concepts that underpin your product or service, the message you want to connect with, and more. 

4. Consistency in Branding Is Essential

Social media drives the digital world today, and this is especially true when it comes to selling online. Therefore, adaptability has replaced constancy. Because so many companies employ the same strategy across all social media channels, they have failed to establish a genuine relationship with their consumers.

The problem is, each platform caters to a different kind of audience group than the one before it. More professional branding identity is appropriate for LinkedIn, while a more casual approach is appropriate for social media platforms like Facebook and Instagram. Instead of keeping everything constant in your branding strategy, it’s better to focus on a few critical aspects while being more flexible in communicating and presenting yourself, depending on the context and platform.

5. Companies Shape Their Brand

There is some truth to this, but it is not a complete truth because you are not always in complete control of the direction your branding should go. In fact, your customers have a major role to play in shaping your brand—and their power can be just as detrimental as it can be advantageous. Customers’ feelings and opinions about your brand are important, so pay attention to both good and negative comments. Use both positive and negative feedback to make your brand even better.

6. Marketing Is the Only One That Is in Charge of Brand Development

Marketing and advertising departments are not the only ones that are responsible for brand recognition and development. Even while they may be the gatekeepers in terms of how the general public sees your brand, they are not the only ones responsible for your brand. 

A good brand represents the whole company, including the front-line employees, sales associates, customer service representatives, and administrative personnel. As previously said, branding is all about the branding experience, the people behind your company, and how everyone in your business maintains the integrity and identity of your organization. These are the driving factors that create your brand, and they can be found in every industry.

7. Too Costly and Is Only Appropriate for Large Corporations

There is a widespread belief that branding is only appropriate for large corporations, which stems from the belief that branding is considered to be costly in the first place. While it is true that you must invest time and money in your branding collateral, the essence of branding is found in the overall experience. It is in how you treat and address your target audience, how your employees feel about your business and your products, or how they radiate this feeling to customers. All companies—particularly startups—need branding. Establishing your brand may be as simple as changing how you handle things internally to make the whole branding process more enjoyable.

Final Thoughts

No matter how large or small your company is, branding is critical to its long-term success. With these misconceptions and their relative realities in mind, you should get a decent head start on developing a solid branding strategy for your company.

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