3 Misconceptions About Branding
A logo is a brand
Too many companies believe a logo is all they need to brand their products or services but a logo is not a brand! Branding is complex, involving promises that your company makes to consumers, how you deliver on those promises and how they value your products. If all your company has is a logo, you are just getting started.
Branding isn’t necessary
Many business owners believe that if they create a decent product and provide good service at the right price, the company will succeed. While those are things that every business should be doing, they will only get you so far. Consumers tend to rely on emotion rather than logic when making purchase decisions, and this is where branding your business comes in. If your branding triggers a positive emotional response in consumers’ minds, it can mean the difference between a sale and a customer who walks away.
Branding is a one-shot deal
No matter how well you’ve done in creating and building your brand, it is not a set-it-and-forget-it matter. You need to revisit your brand occasionally to make sure that it is still relevant to today’s consumers. Your audience will grow and adjust, and your brand will need to adapt accordingly. When it is time to make a change, it doesn’t mean you need to toss out the best parts of your brand; sometimes all it takes is a revamp and or an update in which your previous brand can be a base for.