These 8 beliefs about branding are holding your business back
Debunking misconceptions, once and for all!
One of those buzzwords that get thrown around but it can be tough to pin down exactly what it means.
Even when you’ve started or are running your own business, chances are you’re still holding onto some misconceptions about branding that are keeping you from unlocking your business’ full potential.
Buckle up – in this blog post, we're setting the record straight by busting 8 common misconceptions about branding so you can remedy them and let your business shine.
ONE. Branding is just a marketing tactic.
The first (and maybe biggest) mistake people make is believing that branding is the same as marketing.
Marketing is the promotion of your business’ products and services by telling the customer what you do and who you are.
Branding is the creation and shaping of a business’ identity and personality that resonates so deeply with the customer that they come to understand what you do and who you are for themselves.
(This difference is illustrated in a really fun way here by Marty Neumeier by the way – worth checking out!)
It’s like how we choose an eatery based on what their Instagram and the interior design looks like. Their grid is aesthetically pleasing, their fit-out is earthy and organic and they’re marketing to us as a warm, neighbourhood hangout spot.
So we’re hooked in and we go. And when we’re there, we fall in love with the experience — not just the incredible food and coffee, but also the welcoming staff, creative indie playlists, Who Gives A Crap toilet paper, and buzzy atmosphere — and we come back again, we bring our friends with us and we all become regular customers!
The good stuff that leaves a lasting impression is the branding; it all comes together to back up your marketing, build a strong reputation, attract new customers while keeping loyal ones, and ultimately drive long-term growth and success.
“So what makes the good stuff in branding?” you ask? Keep on reading to find out.
TWO. Branding is just about how things look.
That’s like saying that it only matters what the café looks like!
But imagine if you went to the above café and the service was rushed and clinical and the food looked like it’d been defrosted and thrown together and tasted even worse.
All elements of a brand, visual and non-visual, need to come together to create an experience that makes sense for the customer and to foster that deep emotional connection that is crucial for repeat business and customer retention.
When it comes to how a brand looks, the visual elements include your logo, typography, photography, and website design. The non-visual elements are things like your brand personality, voice, values, and positioning.
Altogether, they’re the good stuff in branding.
THREE. Branding is just about designing a logo.
Many people think that branding is only about a logo.
But a logo is just one ingredient in the recipe that makes a show-stopping, mouth-watering masterpiece of a cake! It’s like the flour, but it needs the sugar, butter, and eggs to form the actual cake. And then it needs the orange zest and vanilla essence to make taste buds zing, and the buttercream frosting and candied oranges on top to grab attention.
If you just have a logo, you won’t have a clue where to start when it comes to designing your website, choosing colours for your shopfront and signage, or what typefaces to use on your product packaging.
If you just have a logo, you won’t have guidelines on how to communicate to your audience, leading to inconsistencies in tone and style across your website, social media, and marketing emails.
Branding is much more than just a logo that looks good.
FOUR. Branding is only for big businesses.
Small businesses, listen up! Branding is especially important for you.
You may not have the name recognition or resources of a larger company, but with well-crafted branding, you can make a lasting impression on customers and differentiate yourself from competitors.
Building trust and loyalty takes time, but with good branding, you can help speed up the process and give your small business the boost it needs to thrive.
FIVE. Branding is set in stone.
Branding is dynamic and ever-evolving; it should not be something you set and forget.
While your values and identity might remain constant, your branding should be flexible enough to adapt to changing market trends and consumer preferences.
As David Goggins says, you either adapt or die – and this applies to business and branding too!
We’ve helped many Perth businesses update their branding for various reasons. With Bodhi, they only had a logo and basic website, meaning there was no brand identity to facilitate other applications like social media and print collateral.
Melissa Lithgow Consulting also came to us with just a logo and basic colours; the limitation in her branding led her to feeling confused about how to express her brand across different platforms like her website, social media channels and consulting materials.
For Sila Australia, we updated their logo to be more legible as well as created a brand identity that positions them as a market leader in innovation and technology and forms a foundation from which the business can grow.
All 3 are established businesses that recognised that they needed to strengthen their branding so it could be adapted to changing conditions as well as better reflect their identity.
SIX. Branding is expensive.
Branding will cost you – when it’s done incorrectly! Many of our clients come to us with years of deep-seated discomfort that their branding doesn’t reflect what their business stands for or what their business means to them.
That kind of dissonance runs in the background and affects things like their confidence when negotiating with customers, as well as their courage in taking bold steps with their business.
And that means that poorly-done branding is holding them back from making and saving money.
When branding is done well, it helps build a positive relationship with your customers, earning their loyalty and repeat business, thereby increasing your sales.
Good branding can also reduce your marketing costs by helping create more cost-effective marketing campaigns that are closely aligned with your brand values and messaging.
Of course, we understand that branding work is still a business expense, so we offer payment plans to help you manage their finances while building your brand to support success today, and in the future!
There is a lot to branding, which is what makes it such a powerful tool to use and drive the success of your business. If you’ve been holding on to any of the above misconceptions, it’s time to fully let them go and unleash the power of your brand.
If you want to know how your typography could be taken to the next level, we offer complimentary 15-minute enquiry chats to begin explorations! All 3 suites of our branding services will come with a typography suite so no matter which suite you choose, you’ll be all set for a unique, cohesive, and strong brand identity with design guidelines for clear messaging! And we guarantee that we’ll have a blast along the way together.
As always, stay classy! ✌🏻
Want to get all the juicy goss about branding and illustration straight to your inbox?
Sign up to my monthly newsletter today!
