Ask any branding expert about their thoughts on their specialist subject, and they will all gush about how important it is. And, to an extent, they are right. It can be a powerful tool for many businesses. Branding can help you push your company forward, distinguish you from competitors. And, it can help you set better standards in everything you do. But, the next time you are approached by a branding expert who claims they can transform your company, you need to be careful. Here are several myths about branding you need to know.
The Coca-Cola argument
You will always hear about Coca-Cola and their worldwide grip on the soft drinks industry as an excellent example of branding. And, there is a lot of truth in it. The only problem is – you aren’t Coca-Cola. You don’t have their budget or global reach. It’s likely you haven’t been in existence for more than a hundred years. So, if the similarities are so few, you should never accept the Coca-Cola argument as a reason you need to invest in branding.
It’s all about the logo
When you talk to a lot of people about branding, their initial thought is almost always about logos. But, true branding is so much more than that. Branding is about who you are as a company, and how it operates much more than its design. And, you can’t afford to spend half a million on redoing the fonts on your business logo from Helvetica to Roboto. Your brand is all about your relationships with your customer, so that needs to be a central point of your brand strategy more than a new logo.
It works for everyone
The branding process can bring some great results; it’s true. But, as experts Opus Media point out, it can also weigh you down as a business. Plus, there are the problems with the line of work you do to consider, too. A sexy branding campaign might make perfect sense if you are a healthy drinks company, for example. But, it isn’t going to do you any favors if you sell office doors to educational establishments. So, while by all means say that branding can work for everyone. But, it’s important to understand that they type of branding is far more important.
You control your brand
You might have lofty ideas about how you want your customers to see you. And, you might have a minor influence in that – but that’s all you have. In truth, your company’s image gets its definition from your customers. It’s how they see you that counts, not how you see yourself. So, for a more positive image, you need to consider how you conduct yourself. Think about how consistent you are, too, and how your customers remember their experiences of your service.
Once you re-brand, your job is done
Finally, just because you have a clear and strong brand, it won’t make a difference if your work stops there. It’s only the start, and there is a lot of work to do. Also, it won’t protect your new products or services if they aren’t up to scratch. In some cases, poor products can undo all your hard work. So, if a branding consultant ever makes the claim they can guarantee success, be wary. It might give you a good grounding, but the hard work has only just begun. Good luck!