Branding Matters -

I firmly believe that the best thing small businesses and organizations can do to become more successful is to embrace and implement a focused brand development strategy. Unfortunately, there are too many businesses and organizations that either don't understand branding, undervalue branding, or have misconceptions about how branding can help their specific situation.

I find myself many times, when discussing creative needs with a client, that these misconceptions about branding are some of the first hurdles we need to address. Because unless you understand the importance, value, and return associated with a solid branding strategy, you're never going to tap the power of branding to its full potential.

So here are three common misconceptions that I hear frequently from clients and potential clients, and hopefully some helpful responses..

1. I think branding is over rated...I need to focus on my products and services.

Your products and services are very important - after all, these make up the engine of your organization. But what happens when the engine has no fuel to run? Your brand is both the fuel, and the spark that starts your organization's engine, and keeps it running. You can have the best engine in the world, but without fuel, you'll never go anywhere.

Remember, consumers don't make decisions based on specific products or services like they did 50 - 60 years ago. Consumers make decisions primarily based on the emotional attachment and gut feeling they have about your brand. When I walk in an Apple store, I'm captivated by the brand, not necessarily about the computer. Sure the computer meets a need, but my decision to buy an Apple versus a Compaq is based on the brand surrounding it.

So focus on developing your products and services as much as possible. But don't forget that without a surrounding brand strategy that effectively aligns with your business strategy, you'll never get off the ground.

2. I already have a logo

Good for you! But a logo is not a brand. Your logo is just a piece of the proverbial pie, not the pie itself. Your brand actually has nothing to do with you. It has everything to do with your customers. It's not about what you think about your products, services, or business. It's about what they think.

A logo is simply the face of your organization - it's the ambassador that hopefully reflects what you want your customers to think and feel about who you are as an organization. Your logo is a branding element, that helps direct your customers' perspective about how they should view your products or services. But you must have a brand in place so you know how and where to direct them.

Furthermore, you should be concerned if all you have is a logo. It's rare that you can encompass all aspects of your brand into your logo, so you want to make sure you are utilizing other branding elements to support and carry your brand message. If you brand is the foundation of your organization, you should build upon it with a variety of branding elements based on your specific needs, target markets, and goals. These can include a web presence, new media initiatives, experience development (office space, brand environments), and even how your staff operates.

If you have a logo that is unique, creative, and reflects your brand idea then you're on the right track - but you haven't reached your destination yet - because your brand is much more than your logo.

3. We just don't have the marketing budget right now.

Then you have your priorities reversed. Your brand strategy and branding initiatives shouldn't be dependent on your marketing - your marketing should be dependent on your overall brand strategy. And let me ask you this, do you put a limit on the development of your products and services? How about a limit on your goals and aspirations for your organization?

Then why limit the fuel that will drive your organization to meet those goals by restricting your brand strategy with your budget limitations? I've covered the difference between viewing branding as a cost or an investment in another article, but those principles apply here. If you limit your brand development by how much of a marketing budget you have, you'll never get anywhere - primarily because the marketing budget is the last money in, and usually the first money to get cut out when times get tight.

For the record, I'm not saying have a limitless financial strategy when it comes to your branding. What I am saying is you need to have a larger view of your brand - don't limit the possibilities. Thing big. Think creatively. And then orient your marketing plan, your branding plan, and even your business plan around those thoughts and ideas.

QOTD: Which one of these misconceptions have you believed? What needs to be done to change your perspective and get your brand back on the right track?

–

About the Author: Jason VanLue is a graphic designer and brand consultant who lives in Orlando, FL. He is the Founder and Principal of FiveSeven Studios, a small interactive design and brand consultancy that helps small businesses and organizations grow their brands. Learn more about FiveSeven Studios.

Related posts:

1. Branding for Small Business - An Overview
2. 3 Keys to Succesful Branding for Small Business
3. Branding Barrier: How to Brand with a Small Budget
4. Branding - Cost or Investment?
5. Making Business Decisions: How Will It Affect Your Brand?