Are Myths about Branding holding your Business back?
In a country like India, it is not uncommon for people to follow a particular trend because “everyone else is doing it!”… Be it superstitions, myths or traditional norms. Though this may be acceptable on a personal level, it can be a real downfall for a business.
Like in everything else, branding also has its share of myths going around in the market. Let’s take a minute to uncover some of the most prevalent ones:
- “I have a Brand, see – my logo”
Probably one of the most common myths out there!! Just say this to a brand maker and watch them pull their hair off trying to control their urge to scream. First things first – A logo is not a Brand! Period. Your logo is the first representation of your business, whereas your brand stands for everything your company believes in, produces, markets and portrays itself to be.
- “Brands are big companies; my business is too small to be called a Brand”
If this thought has been stopping you from doing branding, we must say a lot of time has been wasted already. Branding is a part of every step since your company’s conception till the time it exists. What the bigger brands differ in is the geographical reach and volume. But there is no reason why successful branding cannot be done by growing businesses as well.
- “Branding and Marketing – isn’t that the same thing?”
No, it isn’t. Over the years, though marketing has been seen as part of branding, it is definitely differentiated. When it comes to branding, getting the message across to the customer regarding its existence is of utmost importance. It is about getting the customers involved with the company. Marketing focuses on increasing the business visibility.
- “How can I do Branding, that’s only for products?”
Branding has come a long way from just a mark on the products. Today, branding means a particular feeling which you get, when being associated with something. This may be a service, an organization, a person or even an idea.
- “Branding is a waste; you have such low ROI in it!”
Brands across the world have been able to show otherwise. The biggest mistake companies can do is to try saving costs on Branding as ‘not so important’. In fact, branding must be the driving force for the marketing and overall process of the company. It provides a consistency in the company’s visibility and streamlines all its decisions in a particular direction. In the long term, this is exactly where the bigger brands have not compromised on and bearing the fruits of consistent branding today!
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