Great brands know that they are and behave as such, consistently delivering their promise, yet constantly evolving to stay relevant and meaningful. They thrive on embedding themselves in culture and becoming an integral part of our lives.
It is not what a brand does or how it does it that makes it successful. It’s WHY.
– WHY is your belief
– WHY is your cause
– WHY is your purpose
Over the years many myths about branding have taken hold.
Branding is not one aspect of your marketing, it is the combination of everything your business stands for.
It is not created with one single event, it is created over time through a series of strategically thought out actions.
MYTH #1: Your unique selling proposition is your brand strategy.
Absolutely NOT! It helps you communicate your brand, but it alone is not your brand strategy. Your USP is your competitive advantage and is a key element of your marketing strategy, however, it is not your brand strategy.
Your brand strategy defines what you stand for, a promise you make, and the personality you convey. Your brand lives in every day-to-day interaction you have with your market:
- The images you use to articulate your purpose
- The messages you deliver on your website, proposals and campaigns
- The way your employees interact with customers
- A customer’s opinion of you versus your competition
MYTH #2: To be remembered you must have a logo.
To develop a compelling and distinctive brand identity takes more than a new logo and fresh coat of paint.
Your brand is your promise and it is at the heart of everything you do to positively influence the perceptions of customers and potential customers.
MYTH #3: We created our brand this afternoon.
A true brand strategy will not emerge in an afternoon. There are many complex market issues to review and views of many stakeholders and partners to respect.
To build a brand requires a solid strategic foundation. It takes research, strategic analysis, a lot of listening, tough decisions, careful evaluation and refinement, it has to provide clear and innovative differentiation, it has to be relatable to the target audience, foster unity with your partners and harmony with your values and personality of your community.
This all takes objectivity, experience and time!
MYTH #4: Branding is only important for large organizations.
Even if you are a startup, it is essential to clearly define who you are—before you begin to devise your specific marketing methods, tools, strategies, and tactics. Your brand is what will keep your clients coming back for more, it is the foundation upon which you will build consumer loyalty.
MYTH#5: We can’t afford brand strategy.
A strong brand strategy provides the leadership, framework and umbrella to focus all of your marketing efforts and resources in a manner that will generate the greatest results. Having a solid brand strategy as a guide to manage your brand, increases the power of marketing efforts by harnessing focus and intensity.
It is not a matter of whether you CAN afford brand strategy, it is whether you can afford NOT to have a brand strategy.
If a person / organization is spending marketing money and does not have clarity around WHY and what it does best for their audiences, then money is being wasted.
MYTH #6: Once you have a brand strategy in place, you need to do nothing more.
This is the biggest myth of all. Some think once you have a logo and a website, you are done.
Your brand is constantly evolving and so are your audiences. You have to stay relevant as a brand. How is your audience growing and changing? Brands need constant nurturing and investment to survive, thrive and stay loved.