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Busting Brand Myths

The term “branding” can cover a lot of ground. The concept of branding is overwhelming to some, yet oversimplified by others. For those of us who live and breathe brand development and strategy, we find a clear definition of what branding is NOT is a good place to start. With that in mind, here are the four biggest misconceptions we hear about branding:


Myth #1 - Your logo is your brand.

Nope! While logo design is a big component of your overall brand, it does not carry all the weight. A logo is a representation of your brand that helps your audience quickly identify your company. It does not solely tell the who, what, and why behind your company.


Myth #2 - We are a small business and we don’t have a brand.

Wrong. If you’re in business, you have a brand. Your customers and prospects have formed an impression of your company, your services, your people and how you operate. Their emotional responses to how they were treated, the value of the product or service you provided, their overall experience and why they would (or would not) come back are key branding factors. Big or small - all companies who have customer interactions have a brand.


Myth #3 - Branding is just a marketing function.

Try again. Brand management usually falls under the heading of marketing and advertising on an org chart, but branding impacts every aspect of your business - and is the responsibility of your entire team. Every interaction a team member has on behalf of your company is shaping your brand. From how you answer the phone to email communications to closing the sale to the way invoices are delivered and beyond - every touchpoint has the potential to drive an emotional response. Having a strategy for what you want customers to feel during these interactions - and why - helps define your brand, and that goes far beyond marketing.


Myth #4 - My product (or service) is my brand.

Negatory. A phenomenal product or service, does not equate to a great brand. Sure, having a stellar product may give you a competitive advantage, but that alone does not define your brand. You need to wrap messaging around that product to tell the story, create a need, and let your customer know why they need your product - all critical brand elements.


You may have noticed a common theme in the myth-busting explanations above: the “why” factor. Branding blends many components - creative design, messaging, communications, strategic planning, product development, operating standards, customer service, etc. - to paint a unique picture of why the company exists, why they are different, why they matter and why they deliver an emotional connection to the customers they serve. Many companies may offer the same product or service, but the “why” is the personal connection and the foundation of developing a brand that not only reflects who your company is, but helps you stand out from the crowd.


Want to learn more or do a discovery session to dig deeper into defining your brand? Contact Alli at Treo Marketing at alli@treomarketing.com.

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