10 Confounding Branding Myths

The logo is the brand
This myth confounds me the most. If the brand was the logo, then there would be no brand problems. Got a problem, change the logo and presto! problem goes away. Not so much, because the brand goes right to the heart of your company’s existence. It is the entire essence of your company.

Our people make the difference
You gotta love this myth. Companies that use this position, must believe that they’ve cornered the market on brilliant people. Not a chance that the competition ( that causes them grief daily ) might also have great people. This is a head-in-the-sand scenario.

Follow the leader
Here’s how this myth goes: all you have to do to be successful is to watch the leader in your category and follow EVERYTHING that they do. The theory (laughably) is that if they are that successful, mimicking them will have that success rub off on us. This myth relies on rudderless CEO’s who lack the passion and vision to lead.

I’ll get a brand when I need one
If only it were that simple. Got a problem – kick that pesky brand to the curb. Since you have a brand whether you want one or not, it’s hardly true you could walk away from it at will. This myth results in you ignoring your brand allowing your competition to define you – never a pleasant thing.

Branding is all I need
Wouldn’t that be nice. But you’ve got to spread the word and so marketing and PR become brother and sister to branding. Your job is to keep the family together. Nobody wants an only child here.

Branding pays off quickly
This myth leads to bad feelings about branding or the sense that branding doesn’t work. Elements of branding have an immediate pay-off and parts of it develop over time. Since there are several touch points to every brand, there are then several levels of success and buy-in.

Only management should care about the brand
It’s lonely at the top. Branding is no place for introverts. All stakeholders impact your brand so all stakeholders have a stake in it. Leaving all brand views to management limits the scope of your brand.

The brand is all about what you say
This myth sounds good but misses the point. Brand is about relationships and actions (what you do). Brands are build on how a company handles themselves. They take a leadership position and then live up to that promise. Say it, live it, promote it.

Brand promotion is expensive
That depends on what channels are used to build your brand. There two ways to look at expense. Time and money. Branding involves both to varying degrees. What is nice is that brand building takes place over time. You decide the fit and extent of strategies to accommodate your brand goals. There is no simple answer to this myth.

Branding is for cows
That’s bull! (cheap joke). I’m sure this where branding got its name. Out on the range, eyeing the brand on a steer spoke to the viewer of the reputation and organization behind the mark. Perceptions are drawn on the spot. If Branding is for cows then call me Betsy!