8 Misconceptions About Branding
“Branding” is a confusing term. It’s a big word with a lot of meaning. Different service providers focus on different areas of branding, which can lead to misunderstandings about what branding actually does and does not encompass.
Here, I’m breaking down 8 of the most common misconceptions about branding:
1. Branding is NOT just design.
There are a lot of materials out there talking about how branding is more than just a logo. (I’ve even covered this myself!) At this point I think many business owners are aware that their visual brand encompasses every piece of design, including their website, packaging, social media graphics, etc. It’s their overall visual look.
But, branding is so much more than even just your visuals. Your brand consists of everything that makes your business unique and different from others who do the same thing. It’s every piece of your business’s journey, and every single touchpoint with your customers.
Branding is everything from your logo and visual design to:
your core values
your target audience
your writing style
your business’s story and purpose
your position and differentiation
your promise to your customers
your mission and goals
your photography style
the way you utilize social media and advertising
the experience a customer has with you
your unique voice and vocabulary
and more!
2. Branding is NOT the same as marketing.
Branding and marketing go hand-in-hand, but they are not the same thing. Branding is used to define and present who your business is. Marketing is the technique of promoting and selling your services and products.
By focusing on your brand strategy, naturally you’re setting yourself up for authentic marketing. And in order to market yourself authentically, you need a solid brand strategy.
So the two do work together; however, the skills required to facilitate marketing services vs. branding services are different, and that’s why many service providers don’t offer both. For example, I focus on brand strategy and visual brand design, but I do not provide marketing plans.
3. Branding is NOT just for big companies.
When I first started working for myself, I didn’t view what I was doing as “running a business.” I downplayed the value and legitimacy of my work, saying I was “just a freelancer.” But I couldn’t have been more wrong.
The reality is, any time you’re providing services or selling products to make a profit, your work is never any less serious than a bigger company’s. And because of that, no business is too small to focus on branding.
Branding is what sets your business apart. It’s what helps your business stand out, grab attention, and resonate with your target customers. Without that, you’ll get lost in the sea of many and speak to no one, and your business won’t be able to progress.
4. Branding STILL matters even if you have a great product.
Don’t get me wrong, having a top-tier product or high-quality service is half the work. Even if you have a great brand, without quality, customers will eventually realize they’re not getting value from you.
However, you can have the best product or service in the world, but if you don’t build an intentional brand around it, no one will care.
Strong branding is what enables you to communicate why customers should choose what you’re offering. It’s what makes a customer choose a more expensive product over a cheaper one, even if the quality is the same. Strong branding allows you to connect authentically with your audience, create a bond with them, and build trust in and loyalty to your business.
5. Branding CANNOT wait until your business is more established.
Actually, to rephrase this, certain elements of your branding can wait, such as professional logo design, in-depth brand strategy, professional web design, basically any big investments. When your business is in the beginning stages, so many things will change and fall into place as you get going. You do need to take that time to learn and grow.
That said, there is so much value in taking some time in the beginning to flesh out some basic brand characteristics. At the very least, solidify your why (why you do what you do), your target audience, your core values, your goals, and your mission. These things can change as your business grows, and that’s okay. But understanding these things is an immensely valuable starting point that will make it so much easier for you to market and sell your work clearly and grow in the right direction.
6. Branding is NOT too expensive.
Jumping off of the point above, you don’t need to spend thousands of dollars on your branding when you’re just starting out. Big investments can wait until you’ve gained momentum and truly feel like you understand who your business is.
And when it comes to taking that leap to invest in brand strategy or design, the cost of not working with a professional can be far greater. There are a lot of DIY design mistakes that can give your audience the wrong impression and create a disconnect. When that happens, you’ll be missing out on valuable relationships, opportunities, and customers.
And if you decide to choose the cheapest option for branding services, often the reality is that you get what you pay for. When it comes to design, using templates or pre-made designs does not provide you with the files you need or even the rights to own your logos or designs. Working with an inexperienced designer often leads to incorrect file types and issues with your files, which cost you more money down the road to have fixed.
Branding shouldn’t be looked at as expensive, but as an investment. When you invest in solid brand strategy and a custom brand identity design from a professional, your money goes much further. You’ll have all the files, materials, and knowledge you need to carry your brand for the long-term. You’ll be positioned properly to clearly and consistently communicate with the people who are the best fit to work with or buy from you, and ultimately that’s what converts your audience to customers and helps your business grow.
7. Branding is NOT only about your business.
One of the most important things to remember when it comes to your brand is that while it is a reflection of you, ultimately it’s incredibly important that it appeals to your target audience.
Now, if the information and content you’re putting out there is purely to trick people into buying from you, and doesn’t actually reflect what you value, that’s certainly a disconnect that customers will see right through.
What I mean is that it’s not really important that you like the color neon orange and you love horses. If your goal is to make people feel calm and relaxed, neon orange is not going to resonate with your target audience. If you’re a therapist, a horse is probably not the best symbol to represent you (unless you specifically focus on therapy with horses or for horse trainers), because it would confuse your audience as to what your business is about.
Branding requires you to take a look at what’s important to you and what’s important to your audience, and then identify the overlaps. That sweet spot is where you need to focus.
8. Branding is NOT set in stone once it’s done.
As I mentioned, your business will evolve as you learn and grow. Where my business is now is not where I imagined it would be when I started! And that’s completely normal.
There is always room to adjust and re-evaluate your strategy. Waiting until you’ve got a solid foundation to invest in design ensures that when you do take that leap, you’ll have a flexible visual identity that works for many years even as you continue to shift.
It’s always so valuable to review your brand strategy—mission, goals, audience, etc.—at least once a year and make sure you still identify with everything you’re putting out into the world.
Tip: download my free Brand Health Checkup to help assess your brand’s strengths and weaknesses!
BONUS:
9. Branding is NOT confusing.
While the term “branding” can feel daunting and vague, it’s important to me to remove the mystery and help the businesses I work with feel comfortable throughout the entire process.
If you’re working with a professional who’s just confusing you, you’re working with the wrong service provider.
Part of being a brand designer and brand strategy consultant is making branding approachable. And the most important thing to remember is that having a strong brand largely revolves around being true to yourself and honest with your audience. When you think about it like that, it seems a lot easier, and everything else falls into place.
If you want to deep dive into your brand strategy or take the next steps with custom branding or website design, please reach out!
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