Branding is a crucial part of any business, but so many companies go about it the wrong way. In this blog post, we bust four top myths about business branding.
A Logo Is A Brand
Just because a logo is used on everything from website banners to business cards for instant public recognition, it doesn’t mean that the logo is your brand. Branding is done not just for recognition but also for creating an image or perception in consumers’ minds, for which a logo is not enough.
Branding Is A One-Time Thing
The process of brand building starts with brand strategy, but it never stops. Creating a differentiated position in consumers’ minds is an important part of branding that takes time, effort, and sometimes strategic and tactical changes.
Branding Just Means Consistency In Brand Design
Branding needs consistent visual language to unify all the various facets of a company. However, creating a brand is not purely down to visual language and branded assets. A brand, for instance, is also a tone of voice and how customer service is delivered. It is intangible, yet we notice it.
Branding Is The Responsibility Of The Marketing Team
Marketers strive to communicate with consumers to influence their brand image and strengthen brand differentiation. Branding, however, involves caring at every level, not just promoting promising marketing messages. When companies fail to treat their own people as important stakeholders, they are in a way making them unaccountable for delivering on the company’s brand promise.